Move over, thong! ”Tightie-whities” are back in an XXL way. The undie classic is popping up in men’s fashion mags, while a sweaty Tom Cruise (no stranger to the big-screen allure of briefs) sports ’em in Magnolia, and Tommy Hilfiger‘s new Times Square billboard features fashion hot-boy Jason Shaw in nothing but a pair of Skivvies. ”They’re an American institution,” says Midwesterner Shaw, 27. ”I grew up in a ‘tightie-whitie’ family.” And the trend isn’t just a dude thing. Style maven Sarah Jessica Parker wore Y-fronts in an episode of Sex and the City. Meanwhile, this November, Jockey — which introduced the cotton brief 66 years ago — will launch an ad campaign that includes women wearing men’s unmentionables. ”Now, that’s a sexy look,” says Shaw. ”Just like a man’s shirt can be sexy on a woman.” And imagine how much couples can save on underwear.