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Soho gets to see France’s (flashy, fruit-patterned, rhinestone-studded) underpants, at this flamboyant underwear boutique, founded in the beach town of Hossegor in 2000. Pull-In began as a playful brand for surfers and snowboarders, with strawberries and camouflage as the original two prints. The collection now creates cotton-and-lycra underwear in more than 40 patterns (three styles for men and seven for women), as well as swimwear, lacy bras, leggings, and foppish socks. The bold-print skivvies have become the “It” brand among European men, where showing the thick, distinctive Pull-In waistband above one’s pants is considered in vogue. While tightie-whitie adherents may balk at wild pairs festooned with rainbow rhinos or gold aviators, more than half of the buyers in the company’s first Stateside store are male (with a strong showing of buttoned-up Wall Street types, according to store clerks). The narrow, one-room shop is decked all in black—including the mannequins—to properly showcase the vivid prints, and is staffed by young French transplants game to cheerfully discuss why Parisians prefer the pink-butterfly boxer-briefs, while Italians clamor for neon blue. — Lauren Murrow