Zeeman, a budget clothing store from The Netherlands created a big hype. They give away free underwear (you only pay the package and handling) and the offer was online for only 2 days before they ran out of them. Now it became a statement to wear this underwear. A statement against the people of Bjorn Borg & Aussiebum, who sell their highly overpriced underwear by creating hypes in the past (still a turn off to me, people with Bjorn Borg above their jeans...). Now you're a hip boy or girl when you wear a Zeeman visible above your waistband!
Compare it to the big blue IKEA bags in the past. They became a cheap hype as well. And you were even more original when you managed to get a yellow one out of these stores!