Hanky Panky

So here's the thing about Hanky Panky-they basically invented the comfortable thong. Like, actually invented it. Back in 1986, when thongs were still considered this uncomfortable, risqué thing that only the most determined women would tolerate, Hanky Panky changed everything. They created a thong that achieved the unimaginable; it could not be felt. And honestly? That's kind of revolutionary when you think about it.

The brand started in 1977 when designer Gale Epstein made a bra-and-bikini set for her friend Lida Orzeck out of embroidered handkerchiefs. Yeah, actual handkerchiefs. That quirky origin story became the company name, and those two best friends are still involved decades later. There's something genuinely charming about that-a friendship that turned into a lingerie empire.

But what really sets them apart is this obsessive attention to detail. Each thong uses over 30 yards of thread. Thirty yards! For one tiny piece of underwear. That's the kind of craftsmanship you don't see much anymore, especially in an industry where most production has moved overseas. Hanky Panky? Still manufacturing most of their stuff in the USA, specifically in the Northeast. They now sell one thong, on average, every 10 seconds across the world. Every. Ten. Seconds.

And they're not just resting on their laurels with that famous thong. The brand has evolved into this whole lifestyle thing-bralettes, sleepwear, loungewear, even sustainable swimsuits. They've got collections with names like DreamEase and YourFit, all designed around this core philosophy of comfort without compromise. Notice how they talk about their customers? It's not about changing your body or squeezing into something. All you have to be is yourself-all the versions of you. The you on a good day, the you on a bad day, the boss you, the lazy weekend you. That messaging feels refreshingly real in a market that's often all about aspiration and perfection.

The sustainability angle is legit too. They've got this Lingeriecycle program where you can send back old underwear (any brand, not just theirs) and they'll recycle it into carpet padding instead of letting it rot in a landfill. Since synthetic fabrics don't biodegrade and worn underwear can't be donated for reuse, this actually solves a real problem. And they're covering the processing costs themselves.

Hanky Panky is sold in over 70 countries and beloved by celebrities, stylists, and generations of women. That's not marketing fluff-walk into any Nordstrom or Saks and you'll find their signature lace thongs in about 47 different colors and prints. They've become one of those brands where women discover them, fall in love, and then basically never buy anything else. The reviews are full of people saying they've been wearing the same style for 10, 15, even 20 years.

In 2022, after more than 40 years as primarily an e-commerce and department store brand, they finally opened their first standalone store in New York's West Village. It's this intimate, 600-square-foot space with a dramatic wall of thongs as the centerpiece. Very Instagram-worthy, very on-brand. They're planning more locations, which makes sense-sometimes you just need to see and feel the product, especially with lingerie.

The price point sits in that premium-but-not-luxury zone. A signature lace thong runs around $24, which isn't cheap for underwear, but when you consider the craftsmanship and the fact that these things apparently last forever, it starts to make sense. Plus they're always running these "buy 3, save 20%" deals, so nobody's really paying full price anyway.