Fashion house, Victor Boss, has been handed a gift-wrapped marketing opportunity by Libyan freedom fighters.
Pictures in newspapers around world yesterday showed a group of triumphant rebels celebrating the capture of a government forces tank.
Prominent in the picture was a young man wearing his trousers fashionably low around his backside, showing his boxer shorts - boldy displaying the name 'Boss' in large red letters.
Now the brand's marketing teams plan to cash in, making obvious links between their shorts and freedom or suggesting that wearing Boss pants will make you a successful revolutionary.
EIF News & Features fashion correspondent Mindy St Michael says: "The possibilities are simply endless, darling.
"Of course Boss were previously known for making the Nazis' uniforms, but this is a super opportunity to redress the balance.
"'Strike a blow for freedom in Boss!'
"I've heard they're going to put a body on that famous image of Che and put some shorts on him. Marvellous!
"Pictures of Mao will replace his Little Red Book with Boss shorts, and Lenin's pointing arm will be waving a pair."