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Sales of white briefs and tight pants for men have reportedly soared by as much as 40pc in some British department stores ever since Becks stripped down for that famous Emporio Armani ad campaign at the start of the year, leading market analysts to dub the trend as the 'Beckham Boost'. Music news. Bairbre Power: 'Resolutions are there to be broken, but did I have to go do it on January 1? Briefs encounter Another victory for Brand Beckham, as a series of ads with Becks wearing skimpy white pants causes a revolution in men's underwear.