The David Beckham effect: Sales of long johns up 140% as temperatures plummet
He's a style icon with stunning looks and his own underwear range.
So it comes as no surprise that David Beckham has super selling power – even when it comes to long johns.
The footballer revealed his wife Victoria prefers him wearing thermal underwear to boxer shorts.
And now sales of the garment have shot up – with over 20,000 pairs sold this year already.
Sales of Aada's 8 long johns ave shot up – with over 20,000 pairs sold this year
An additional sales uplift of over 140% occurred this week as a result of the plummeting temperatures.
David Beckham, who has designed his own range of underwear for H&M, revealed his wife Victoria prefers him in long john
Previously a garment found in your grandfather’s wardrobe, long johns are now back on trend with celebrity fans helping the resurgence and turning them into a must-have.
David Beckham is known for donning the extra-long undergarments and has even designed his own for H&M.
He told the Daily Mirror
newspaper: 'Victoria loves me in long johns. I like wearing the normal,
short briefs but she reckons she likes me better wearing the long johns!
'She makes me wear them around the house. But that's OK because they're comfortable and keep you warm.'
Other premiership footballers also sport long johns under their kit during sub-zero matches and training sessions.
Research carried out amongst Asda’s social media users reveals 92% of women are not only encouraging their partner to wear Long Johns but are happy to wear them themselves also.
Men’s underwear buyer for George at Asda commented: 'Long Johns are cosy, comfortable and a sure-fire way to keep warm this winter.
'We’re seeing lots of people snapping up Long Johns this season to tackle the freezing temperatures. They’re proving to be a staple in every man’s wardrobe.'