Pink briefs, for decades the butt of jokes and the joke of butts, has, in the last year, turned into a serious business.

Jockey was the first to report that sales of their colored Y-front briefs rocketed by an average of 60% last year – with the baby pink pairs selling more than any other.

In all their goofy glory, briefs in bright colors including pink, are undermining the classic white brief’s long-held domination below-the-belt.  In fact, while sales of traditional briefs have been down for the last few years, nontraditional styles in boxer briefs, bikinis and thong styles have all been way up.

It’s not just gay men buying them either.  Straight men (and the girlfriends and wives who buy for their men) are buying them at higher rates than ever.  However, it is gay men (and celebs like Justin Beiber and Ashton Kutcher) who are the more-daring consumers of new styles – willing to experiment with the newest styles before they become trends.

Pink’s popularity makes sense. Pink brightens and warms up pale skin tones.  It also contrasts nicely with darker skin.  But Nir Zilberman, founder of the online underwear retailer, LAJock.com, thinks the recession may be a factor.

'When the economy’s gloomy, shoppers tend to make small, often unconscious, decisions in their consumer habits and buying fun pink briefs helps lighten their mood and brighten their day.'

Here are some of the hot new styles that are tickling men pink this season.

Teamm8 is an Australian brand aimed at champions who play equally hard on the field and in the bedroom. Sporting values of Australian "mateship" and determination, Teamm8 mens underwear is ideal for the fast moving, savvy and stylish athlete. $32 - $39/  http://www.LaJock.com

If you’re looking for a good quality underwear brand that oozes quality and European decadence, ES Collection is an excellent choice.  The collection is vast, offering many different print designs, narrow and wide waistbands and all the cuts (briefs, boxer briefs, thongs) men want.  $56 - $63/ http://www.LaJock.com

Inspired by the idea of the British gentleman, James Tudor Underwear is a stylish, classic underwear brand. The James Tudor brand offers a fresh perspective with unique design elements like magnetic snaps and pouch button details.$34 - $41/  http://www.LaJock.com

Timoteo is perfect for the fashion conscious customer who appreciates exceptional fit and design. The underwear is super soft and comfortable, and is designed to maintain an excellent fit and shape that defines the body. All styles of underwear have a signature logo waist and unique color combinations.  $18 - $29/ http://www.Timoteo.net

Addicted’s superior quality briefs maintain the sporty style and fit of sister brand, ES Collection, but at prices more accessible to mainstream consumers. Fresh and fun, the Addicted collection is for everybody out there that likes to live life to the fullest.  $32 - $39/  http://www.LaJock.com