Ah, the Lower East Side…makes one think of pickles, blintzes, Yiddish theater and …underwear?

Yup - believe it or not, this small area used to be the main supplier of 10 to 20% of all underwear in the United States! As recently as 30 years ago, there were over 50 stores in the LES all carrying the same merchandise. Nowadays there are only about 20, but it’s still the best place to shop for anything from woolen socks to silk teddys. (And all at discount prices!)

Here's our personal favorite - Louis Chock, the oldest and most respected of all of them.

82 years young, this establishment was started by, who else? Louis Chock! According to family lore, Louis and his wife, Hilda, came over in 1921 from Brest Litovsk (then Russia, now Poland), shortly after marrying. After officially starting the business by peddling socks on the streets, they opened their first store in 1923.

By World War II, the Chock family had expanded by a couple of daughters - both of whom worked in the store. When daughter Ann married, she brought in her husband Hilliard, and eventually their kids joined the business. Son Zalman is in charge now, but his kids very often are helping out behind the counter too.

Courtesy of their catalog, both print and online, Louis Chock now does business with customers all over the world - Latin America, France, Israel and Japan. Published twice a year and available at www.chockcatalog.com, the catalog lists thirty brand names for hosiery, sleepwear and of course, underwear.

Check out their incredible discounts in person or on the web and sign up for their catalog - which can be shipped anywhere.