COMING UP SHORT: They didn’t quite make it, but you can’t fault a guy for trying. Matthew Butlein, chief executive officer of online underwear retailer Fresh Pair, did his best to break the Guinness World Record for the largest gathering of people in their underwear at Times Square Monday, but fell short of the 2,771 people needed to surpass Salt Lake City’s Undie Run. The event drew 779.

Clad in a pair of boxer shorts, a shirtless Butlein said the attempt was in honor of the 11th annual National Underwear Day and was designed to celebrate every man — and woman. “We’ve done runway shows in the past, but that’s all about the product and the models,” he said. “This is about everyone. There are all shapes and sizes here and we created a space where everyone could strip down and be counted.”

This story first appeared in the August 7, 2013 issue of WWD. Subscribe Today.

The gathering, which was held in conjunction with Papi, Wacoal and Diesel, drew the Naked Cowboy and Naked Cowgirl in addition to passersby who were cajoled into slipping on a pair of Tommy Hilfiger undies to join the fray and snack on peanut butter and strawberry bars from Fairway Market and sip on Runa energy drinks.

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