Although it was worn for decades by exotic dancers, the thong first gained popularity in South America, particularly in Brazil in the 1980s. It was originally a style of swimsuit made so that the back of the suit is so thin that it disappears into the buttocks.
By the 1990s, the design had made its way to most of the Western World, and thong underwear became popular. As of 2003, thong underwear is one of the fastest selling styles available among women and is even gaining some popularity among men. One advantage attributed to the wearing of thong underwear is that no "visible panty line" can be seen even under a thin, light-colored, or skin-tight garment.
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