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Short the tighty whities? You bet.

The business of established underwear makers – from Fruit of the Loom to Hanesbrands – is being disrupted by young, upstarts like Mack Weldon and Pair of Thieves.

“All of the sudden you’ve got these new brands that are coming in with a very low operating asset base,” says Hedgeye Retail analyst Brian McGough in the video above from a recent institutional Best Idea short call on Hanesbrands (HBI).

“You can make a cool brand in this space with a couple of guys in the basement of a broken down apartment. And where do you distribute? Now, of course, you have Amazon, Facebook, Snap and Pinterest. This is how these guys are selling stuff.”

Watch the video above to find out why this trend is “really bad news” for Hanesbrands.