Not only did Fruit of the Loom come out with summer's must-have underwear, but the brand is taking their latest boxer briefs to some of the hottest music festivals all over the U.S.

“I finally changed my underwear, now shouldn’t you?” the Naked Cowboy said. Wednesday he is sporting a new pair of red boxer briefs thanks to an endorsement deal from Fruit of the Loom.

1977: Fruit of the Loom invents Underoos, a children's underwear line themed after superheroes, "Star Wars" characters and pop culture icons from Daisy Duke to Tonto.

About Fruit of the Loom Fruit of the Loom understands the power of positive underwear. That’s why we’ve been helping families pull on a daily pick-me-up for over 160 years.

Specifically, a product like underwear, which are given about as much consideration as the brand of ice at a convenience store. Well, Fruit Of The Loom has figured it out.

The new boxer briefs feature a “no-ride-up leg,” making Burck a natural fit for the marketing campaign. “At Fruit of the Loom, we pride ourselves on creating products that solve consumer needs.

NEW YORK (AP) -- It's a natural fit. Fruit of the Loom is launching its new boxer briefs for men with the help of Times Square favorite the Naked Cowboy. The New York City fixture -- real name ...