Once an unspeakable fashion faux-pas, the "granny panty" is making its return among younger generations of women, spurring new retail startups that specialize in cotton, "ample bottomed" underwear, the New York Times reports.

The reports says sales of thongs are declining -- by around 7 percent just last year – while sales of fuller styles, from boy shorts to high-waisted briefs, are steadily on the rise.

The trend has propelled startups such as Ten Undies, Me and You and Hello Beautiful, which say they cater to a new generation of women who are seeking comfort, variety for different body styles and to show that "natural and comfortable" can be sexy, too, the report says.

"Most women just want something basic for every day that will make them look and feel good," Greer Simpkins, 28, told the Times.

I call that action "Indian underwear" 'cause the undies basically turn into a loin cloth. Thongs? Never. I would be endlessy digging that string out.

I thought the were called that cause they were creeping up on you