"There's nothing more dapper than that," Hardy said.

Hardy and Howard are the forces behind Southern Proper, a 2-year-old clothing line geared to the preppy Southern gentleman.

"We are so passionate about two things: Southern men and fashion," Hardy said.

These kitschy skivvies are new to the Southern Proper collection.

The belles (Hardy is from the Carolina coast and Howard, West Tennessee) met at Brenau College in Gainesville, Ga. Later they both went to work for Goody Products, a division of Rubbermaid. Hardy worked in public relations and Howard in marketing and product development. They grew tired of the corporate game and decided to throw their hats into the fashion ring.

"We thought, let's do a clothing line for men," Hardy said. "We knew there was a gap for Southern preppy."

They seem to have scored a knockout. Southern Proper is in more than 100 stores, from the Carolinas to California. The exclusive retailer in the Knoxville area is Coachman Clothiers, 9700 Kingston Pike, in Franklin Square. The store will host a Southern Proper trunk show 2-4 p.m. Saturday.

Southern Proper includes pieces done in bright colors and exude more than a little bit of whimsy. The label's ties are top sellers. Long neckties and bow ties (called Beaus) are painted with prints that scream the South. Guys can indulge in glasses of mint juleps and heaping helpings of shrimp or stop to smell the buttercups and azalea.

"The No. 1 seller is our cotton boll tie (which features a boll print)," Hardy said. "The ties speak to a way of life and recognize where you grew up, your roots."

Also part of the line is the Proper Polo, which features an embroidered image of the company's mascot, Beau, a year-old black Labrador retriever that is Hardy's baby. Like any well-bred Southern pooch, Beau dons a bow tie on the polo.

In addition to ties and polos are frat hats and visors; the Southern Stars Collection, which features formal bow ties and cummerbunds dotted with stars; Belle Bands women's headbands; and the newest addition, Southern Drawls boxer shorts.

"Every man needs a pair of soft cotton boxers," Hardy said. "This is a no-brainer. We thought they would be so cute." The boxers feature the same signature prints as the ties.

Next for the brand are women's Proper Polo shirts, D-ring belts, pocket squares and hound-dog-motif Belle Bands, which are sure to be a hit in this neck of the woods.

The boxers and the other Southern Proper items appeal to Southern college men. To raise the line's profile even more on campuses, the company has enlisted more than 30 young women in their Belles for Beaus program. The Belles are at 15 Southern universities that are near a Southern Proper retailer. The ladies serve as ambassadors for the label, hosting fraternity fashion shows, tailgate parties and other special events throughout the year. The University of Tennessee is graced with two Belles: Banner Burleson and Meredith Ginn. Both will be at this weekend's trunk show.