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There will be less to gawk at this year on National Underwear Day, as its founder and sponsor, Freshpair.com, is forgoing its usual antics of skivvies-clad models in Times Square or a celebrity fashion show as in years past. Rather, the e-commerce site will mark the day, Aug. 5, by giving away 5,000 pairs of underwear via an online contest from brands including Calvin Klein, 2xist, Ed Hardy, Natori, and Elle Macpherson Intimates. The web-only promotion will allow the company to reach more people, said Freshpair president Michael Kleinmann.

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