Underalls's Slogans & Taglines

Underalls traces its origins to 1976, when it debuted as an innovative hosiery brand offering pantyhose with built-in undies for ambitious, stylish women. Pioneering the concept of eliminating visible panty lines, the brand combined "pantyhose and panties in one" undergarment, carving out a distinctive niche in intimate apparel. Its iconic slogan "Show us your Underalls" became one of the most memorable taglines in the category, with roughly three-quarters of consumers still recalling it decades later. After a period of dormancy, the brand was revived in partnership with Canadian hosiery specialist Phantom, repositioning from purely pantyhose to broader "intimate-apparel solutions" spanning camisoles, bras, and functional undergarments. The rebrand introduced the updated slogan "Lovely underneath it all," retaining the original spirit of practical, fashion-forward design. Today, Underalls continues to serve women seeking seamless, comfortable intimate apparel that blends everyday functionality with confident style.