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After seasons of colorful eye-catching patterns, playful prints and childhood-inspired designs, men’s underwear manufacturers are concentrating on more traditional and sober offerings. The once far-reaching, oversize branded waistband is shifting toward a more tame, understated message. The result is an elegant and sleek style that still highlights fit and performance, but where the brief is king.

This story first appeared in the November 19, 2009 issue of WWD. Subscribe Today.

MODEL: JAMIE JEWITT/VNY; HAIR BY RYAN TANIGUCHI FOR TRESEMME; FASHION ASSISTANT: LUIS CAMPUZANO; FASHION INTERN: STEPHANIE CHANDLER

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