Skip to main content

Duluth Trading's new Mall of America store only sells men's underwear

The quirky concept store opened on Thursday.
DTC Museum of Man Mall Entrance Front View

The Mall of America finally has the store that the world has been clamoring for: one dedicated solely to men's underwear.

Move over Victoria's Secret, step aside Soma, Duluth Trading is venturing where few have derriered (sorry) in opening a brand-spanking (sorry) new concept store dedicated to briefs, jocks and boxers.

The celebrated Duluth clothing company has finally cracked (sorry) into the biggest mall in the Midwest, an achievement to which many retailers ass-pire (sorry).

With the retailer already having a full-sized store in Bloomington, the 1,700-square-foot space at the MOA has given it the opportunity to think outside the boxer (sorry).

Their underwear is already known for its cheeky (sorry) brand names, such as its flagship "Buck Naked Underwear."

And the store is so much more than just underwear, with the interspersed with exhibits that form part of The Museum of Man Area.

This museum, Duluth Trading says, is dedicated to the "leaps, bounds and triumphs Duluth has championed in its relentless crusade for advancing ingenious underwear innovation."

"We've been obsessed with advancing underwear comfort for the working man since we first introduced Buck Naked Underwear almost 10 years ago," said Ricker Schlecht, Vice President of Product Development and Creative, Duluth Trading.

"The Museum of Man Area celebrates all the breakthroughs we've had and all the pinching, chafing and overheating we've solved over time. Oh yeah, and there's a giant rooster – I'm speaking literally, not figuratively."

The store celebrated its grand opening (erm...) on Thursday.

Sign up: Subscribe to our BREAKING NEWS newsletters

Next Up

Paige Bueckers

Paige Bueckers out 6-8 weeks with injury

The Hopkins native was hurt during Sunday's matchup with Notre Dame.

Anthony Barr

Vikings' defense could get reinforcements against Steelers

Several starters could return for a critical Thursday night matchup.

Mercer ATV accident fundraiser

High schooler in coma, fighting for his life after ATV crash

Family members found the teen on the ground and unresponsive.

Nolan Sprengeler - muskie record - nov 2021

Angler officially breaks 64-year-old state muskie record

The muskellunge he caught on Nov. 22 weighed a whopping 55 pounds, 14 ounces.

coronavirus, ICU, covid-19 hospital, doctor

4th teen COVID-19 death reported in MN is the 2nd in as many weeks

All four teenage COVID-19 deaths in the state have been reported in the past two months.

Anil Menon

Minnesota native named to NASA's new astronaut class

When he's done training, he could be sent to the space station or the moon.

broadway pizza interior facebook

Gallery: Original Broadway Pizza auctioning off everything

Get your hands on some classic Broadway signage, train-themed decor and more.

art shanty projects

Art Shanty Projects to return to Lake Harriet this winter

The festival has made some creative changes in response to the COVID-19 pandemic and climate change.

flickr - gov tim walz - mn senate dfl

After 'extraordinary' revenue growth, MN projects $7.7B surplus

But finance officials note there is still "significant risk" due to economic uncertainty.

amelia huffman

Deputy Chief Amelia Huffman named interim chief of the Minneapolis PD

She lives in Uptown and has been with the MPD for 27 years.


New stores announced for Mall of America, Rosedale Center

Urban Outfitters is opening its third Minnesota location at Rosedale Center.

Sears to close Mall of America store, Kmart in Rochester

The beleaguered retailer is shutting 80 stores nationwide.

H&M's newer, bigger Mall of America store opens this week

Shoppers will get their first look on Thursday.

Peloton to move to a bigger space at the MOA

The pricey fitness equipment retailer is making a move at the megamall.

American Girl to say goodbye to the Mall of America

The doll store is closing its MOA and Boston stores.

M&M store

M&M's to open 'experiential store' at Mall of America

It will be one of only a handful of such stores in the world.