This past weekend saw the launch of a new underwear brand at specialty stores such as Universal Gear, Mark Shale, and select Dillards stores. Intimo, Inc.'s new PL>Y brand of underwear is supposedly designed to be "fun, functional and relevant" to today's younger customer. Basically, the idea seems to be to create underwear that is more than just functional or fashionable; they want to integrate their line into their customers' lives.

First up is the iBoxer. That's right: its claim to fame is that it is the first (and, admittedly, only) boxer specifically designed with a pocket designed to hold an mp3 player or cell phone. The targeted audience are all those high school and college age guys who like to hang around in their underwear (or, I'm assuming, like to wear their pants so low that it's hard to reach the pockets of their pants, and so they could use a pocket in their underwear). Earlier this fall I saw that car manufacturers were developing vehicles which featured easy integration of a customer's iPod. At only $22 a pair, the iBoxer is certainly a less expensive way to incorporate your iPod into your every day life (and it certainly could make it easier to say, shave and listen to music at the same time).

While I have yet to actually see a pair of iBoxers, they certainly seem as though they're a fun novelty gift for the kid who already has all the toys and now just needs a place to carry them. And you have to credit Intimo for creativity: unlike a jacket with an iPod pocket, with underwear you'll have to pick up a separate pair for every day of the week. At least there are different colors to make that worthwhile (and as part of the iBoxer launch, PL>Y is offering three free iTunes downloads with any purchase of two PL>Y items).

For more information, visit PlayUnderwear.com.