New York City’s naked cowboy is suiting up with Fruit of the Loom boxer briefs.
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]
More Must-Reads From TIME
- The 100 Most Influential People of 2024
- The Revolution of Yulia Navalnaya
- 6 Compliments That Land Every Time
- What's the Deal With the Bitcoin Halving?
- If You're Dating Right Now , You're Brave: Column
- The AI That Could Heal a Divided Internet
- Fallout Is a Brilliant Model for the Future of Video Game Adaptations
- Want Weekly Recs on What to Watch, Read, and More? Sign Up for Worth Your Time
Write to Noah Rayman at noah.rayman@time.com