This apparel brand got people to strip naked and try its new underwear

A short film from apparel brand Pair of Thieves sees New Yorkers taking part in an underwear “feel test.”

In the film, the brand conducted interviews with 10 New Yorkers, who undressed on camera and tried on Pair of Thieves underwear for the first time. The participants shared their feelings on the underwear and were asked if they had ever taken a feel test before. The three-minute video ends with the tagline “Feels Really Unreal.”

“Not only are we super confident about the first impression of our product, but we’re genuinely excited by peoples’ honest reaction to something we crafted,” said Alan Stuart, founder and executive creative director of Pair of Thieves. “Ivan’s approach was a risk we were happy to take, and seeing the final film made us happy that we did.”

Founded in 2014, Pair of Thieves, which can be found at major retailers like Target and Walmart specializes in socks, underwear and lounge wear.

Production company Cash Studios partnered with the apparel brand Pair of Thieves to develop the creative. Cash Studios founder Ivan Cash, who has worked with brands such as Uber, Airbnb and Toyota, directed the spot. The participants were paid $400 each for the two-hour experiment.

The video will run across TikTok, Instagram, Facebook, YouTube and Twitter.