Finnish women sell used underwear to men with fetish interests

Finnish entrepreneurs Maria and Tara run an online business selling used underwear, socks, and tights to customers—primarily Finnish men—who derive sexual pleasure from the items, reports a documentary by Finnish broadcaster Yle.

The pair operate Pikkuhousukirppis (“Panties Flea Market”), where buyers can request specific conditions for the garments, such as urine stains, sweat, discharge, or fecal matter. Socks are often sold in their most worn and unwashed state. Customers use the items for arousal, either by smelling them, wearing them, or using them during masturbation.

Maria and Tara describe their typical customer as an ordinary Finnish man—often dressed in dark, casual clothing—who keeps his fetish secret due to fear of judgment. Some clients abruptly cancel orders, which the sellers interpret as signs of shame or discovery by a partner.

“People can’t just be who they are,” Tara says in Yle’s Perjantai documentary Osta mun pikkarit (Buy My Panties), expressing frustration over societal stigma. The women use pseudonyms to protect their privacy.

Sexual fetishes, defined as objects or sensations that provoke strong arousal, are more common than often assumed. A 2020 Czech study cited in the documentary found that about 10% of Czechs are aroused by fetishes, with nearly half expressing some interest. Men report higher rates of fetish-related arousal than women.

Sex therapists Susanna Syld and Mika Friberg note that while fetishes are a normal part of human sexuality, shame and misinformation persist. Many Finns still associate “normal” sex only with what they see in films—brief foreplay followed by intercourse—leaving little room for open discussion of diverse preferences.

“Endless horror over what’s ‘abnormal’ is enough,” Syld says. “Positive talk about sexual diversity would reduce shame and promote healthier relationships with our own desires.”

Friberg adds that clients often struggle with fear of exposure: “What if someone finds out?” Yet fetishes—whether for underwear, rubber, feet, or urine—rarely stem from trauma or indicate illness. The key, therapists emphasize, is acceptance, provided no one is harmed.

For couples navigating a partner’s fetish, Syld and Friberg advise starting with general discussions—such as watching a documentary together—before sharing personal details. They stress that fetishes don’t define a person’s entire identity and that participation should never be coerced.

“Understanding the why—the emotional connection—matters more than the object itself,” Syld explains. Open communication, even if awkward at first, can make exploration safer and more fulfilling for both partners.