For decades, the men’s thong has been a victim of poor branding. Viewed through the distorted lens of seaside gift shops or cinematic punchlines, the garment’s true purpose has been buried under layers of social stigma.

However, to the modern wearer, the thong is not a fashion statement—it is a sophisticated piece of equipment designed to solve the three fundamental failures of traditional underwear: heat, friction, and lack of support.

As a regular wearer of mens thongs, I think it’s time we all change how we think of thongs.