You have to give the daily deal industry some credit: It’s never short on new—and often, unorthodox—ideas. Groupon has been trying out $30 VIP memberships and creepy carnival-style games promising extra discounts in recent months, as well as over-the-top deals like a $12,500 cruise to visit the Titanic (normally priced at nearly $60K!). A LivingSocial-branded credit card will be hitting the market, and niche deal sites targeting moms, dudes, dog-lovers, the military, and more keep popping up. Now, there’s a deal site for lovers of … underwear?
The site’s name, which may seem either catchy or cringe-worthy depending on one’s point of view, is CheapUndies.
“Cheap undies guarantees to offer you high quality products at the lowest prices possible,” the site says. One men’s and one women’s deal is offered each day, and while some big brand names are featured (Betsey Johnson bra that originally retailed for $48 offered for $14), the merchandise is not necessarily high end. On Friday, a deal on a lace G-string from Baci had a price of just $3, down from the original $9.
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The Washington Post reports that the Richmond-based company offered its first undie deal in January, and that since then the site has featured products from Diesel, Calvin Klein, and other major fashion brands.
The site was launched by two entrepreneurs still in their 20s, Edward Upton and Michael Grider. As a teenager, Upton got into the habit of buying overstock merchandise from Abercrombie & Fitch on the cheap, and then selling them for a profit via eBay’s site in the UK. Various lessons in e-commerce and business ventures followed, before Cheap Undies—which isn’t remotely bashful about showing a whole lot of skin for men and women alike—became a reality a couple months ago.
The WP sums up the business model this way:
Basically, the duo haggle with designer brands to secure bargain prices on large quantities of closeout skivvies, which they then offer online for usually around 80 percent off the original retail price — but at any given moment, there’s only one deal for men and one deal for women, starting at noon every day and ending exactly 24 hours later.
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In other words, the deals are (ugh) brief.
Brad Tuttle is a reporter at TIME. Find him on Twitter at @bradrtuttle. You can also continue the discussion on TIME’s Facebook page and on Twitter at @TIME.