--- title: NYC's Naked Cowboy Will Don Fruit of the Loom Underwear description: New York City’s naked cowboy is suiting up with Fruit of the Loom boxer briefs. canonical: https://time.com/86406/nyc-naked-cowboy-fruit-of-the-loom-underwear/ author: Noah Rayman article:opinion: false article:content_tier: free article:published_time: 2014-05-02T21:45:14.000Z article:modified_time: 2026-04-13T07:09:23.166Z og:title: NYC's Naked Cowboy Will Don Fruit of the Loom Underwear og:description: New York City’s naked cowboy is suiting up with Fruit of the Loom boxer briefs. og:url: https://time.com/86406/nyc-naked-cowboy-fruit-of-the-loom-underwear/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production og:image:width: 1200 og:image:height: 675 og:image:alt: TIME og:type: article twitter:card: summary_large_image twitter:title: NYC's Naked Cowboy Will Don Fruit of the Loom Underwear twitter:description: New York City’s naked cowboy is suiting up with Fruit of the Loom boxer briefs. twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production --- # NYC's Naked Cowboy Finally Changes His Underwear > Sponsored content. 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The Times Square icon, equipped with a guitar, is typically clad in nothing but traditional white underwear, cowboy boots and a cowboy hat. But on Tuesday, Robert Burck will help Fruit of the Loom launch its new boxer briefs by replacing his typical attire with the company’s new underwear, the Associated Press reports. “His primary wardrobe is so important to his daily job, we thought why not showcase him in our new boxer briefs,” Melissa Burgess-Taylor, senior vice president for marketing and merchandising for Fruit of the Loom, told the AP. She didn’t say what they’re paying Burck to wear the underwear, which have tapered legs to prevent them from riding up. \[[AP](http://bigstory.ap.org/article/fruit-loom-puts-naked-cowboy-new-undies)\] ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/86406/nyc-naked-cowboy-fruit-of-the-loom-underwear/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/86406/nyc-naked-cowboy-fruit-of-the-loom-underwear/"},"headline":"NYC's Naked Cowboy Finally Changes His Underwear","datePublished":"2014-05-02T21:45:14.000Z","dateModified":"2026-04-13T07:09:23.166Z","description":"The Times Square icon is helping Fruit of the Loom launch its new underwear, replacing his traditional white briefs with the company's new product. 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