Duluth Trading Co. to host first-ever underwear 'trade-up' event

US apparel company Duluth Trading Co. is set to host the first-ever underwear trade-up event. Customers are invited to trade their old, worn-out underwear for a free, new pair.

Taking place on April 6, customers can bring their old underwear to any of Duluth Trading's 65 stores across the nation in exchange for a brand-new pair of underwear. Eligible for the first 300 customers in each store, customers will receive a complimentary pair of the Wisconsin-based workwear outdoor apparel and lifestyle brand Buck Naked underwear.

"Wear 'em in, carry 'em in, schlep 'em in, we don't care how you bring them, just dig in your drawer for a pair of expired underwear and trade them 'up' at your local Duluth Trading store," said Ricker Schlecht, senior vice president of product development at Duluth Trading in a statement. "Think of this as a win-win for your rear end! You get to ditch those dingy boxers for an upgrade, and we get the satisfaction of putting an end to subpar undies across the nation."

For customers seeking an instant underwear upgrade, Duluth Trading's "undressing rooms" will be ready and equipped to help with the immediate exchange. Throughout the program, the old underwear collected will be discarded in the provided ‘bio-bags’.