It’s National Underwear Day, a day that everyone observes except for Lenny Kravitz.

Although it seems like one of those made-up days that doesn’t exist outside of Twitter, it actually doesn’t have a brief history. Freshpair, an online retailer, established the day on August 5, 2003 as a way to “publicly shine light on unmentionables.”

Brands, besides Freshpair of course, are celebrating the day by balancing the fine line of being risqué while exercising restraint for the at-work audience.

Weirdly, the 30,000 tweets that Topsy measured with the hashtag #NationalUnderwearDay did not include any from brands like Jockey, Spanx, Calvin Klein and Under Armour all sat this one out. That doesn’t mean other companies didn’t seize on the hashtag party.

Here’s our picks for the weirdest brand tweets:

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