The said company sells Ecchu fundoshi made from coarse-meshed peculiar gauze texture with ribbon strings mainly in Isetan department stores, and in addition to that, recently through a general clothing chain Shimamura Co., Ltd., it sells Ecchu fundoshi made from broadcloth by a brand name "Daikokubashira" (the main column of the house) using cellophane wrapping sheets on which a large Chinese character "褌" (fundoshi) is written in a writing brush calligraphic style.
同社では目の粗い独特のガーゼ地にリボン紐の越中褌を伊勢丹を中心に販売しているのに加え、最近では総合衣料チェーンの株式会社しまむらを通じてブロード地の越中褌を「大黒柱」の商品名で、同じくセロファンの包装紙に毛筆書体で「褌」と記載して販売している。