Skip to content

I see London, I see France…

Knickers, panties, underwear. They were often the forgotten child in kid’s clothing. Totally utilitarian and nothing but white white white.

That is until the ultimate kiddo underwear line came along in the seventies and redefined the meaning of fabulous knickers. Underoos.

Yup. That’s right. Admit it—you would have sold your kid brother to get your little paws on a pair of the Wonder Woman ones. I know I would have and thrown in a year’s worth of cutsies in the lunch line just to seal the deal.

If I had a 1979 edition of Webster’s dictionary, I’m sure it would have had this picture next to the word AWESOME.

Or this one:

Alas, Underoos are no more. But never fear–your Modern Kiddo gals are here to save the day and find some equally sassy and cute underpants for your little ones.

Like this dynamic duo of cuteness from Little Miss Matched! Great knickers on sale with matching tank tops!

Give the boy in your life this week of great underwear from Paul Frank‘s great kid’s line, Small Paul.

The force will certainly be with you as the world’s best parent if your boy finds these Star Wars inspired briefs in his dresser drawer.

I saved the best for last with these adorable dotty friends. Dots! Ruffles! Ricrac! People you know how I feel about ricrac!

But before we bid you adieu for the week, I’d like to take a moment to salute that fallen hero, Underoos with some photos of the lucky few who actually owned a pair. You can see the unbridled joy in their faces!

Photos via: Flickr,, PlanetDan and SteveJaime

Happy weekend, everyone!

Related Posts Plugin for WordPress, Blogger...

Posted in Kiddo Style: Modern, Kiddo Style: Vintage, Retro Modern.

9 Responses

Stay in touch with the conversation, subscribe to the RSS feed for comments on this post.

  1. BethR says

    they still make underoos, they’re just not nearly as awesome looking as they used to be.

    and… you can get them in adult sizes:

  2. RocketGirl says

    There’s something so beautiful about that last picture; I believe it must be the ultimate stamp of authenticity for the 70s: 8-track tapes.

  3. Littlepoachedegg says

    This is my fav..this kid has it all.. the big wheel and the underoos.. i wonder where he is now

  4. Alix says

    That last kid is so STOKED. Look at him confidently sitting on that Big Wheel (in addition to the 8 tracks, love the tangle of cords and rust shag carpet….haha).

  5. Dottie says

    Ha ha ha! These comments are awesome. Yeah–that last kid with the Big Wheel is totally living the dream. But I love that two of the girls are both wearing boots–who knew boots were the perfect accessory for Underoos?

  6. Cara Jean Means says

    I love how many of them have tucked their shirts into their underwear. Can it be any cooler?

  7. Alix says

    LOL Cara Jean you’re so right, they’ve all got The Tuck going on!! hee. I do love these!

  8. Robert Mahar says

    OMG – great post! Loving the retro undie round-up. LOL

  9. Molly - Charlotte's Fancy says

    Superman is all fierce with his bunny slippers.

    Great post!

Some HTML is OK

or, reply to this post via trackback.