May 2, 2014 5:45 PM EDT

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]

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Write to Noah Rayman at noah.rayman@time.com.

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