And then the really fashionable people run a mile".[46] While the thong still represented 24% of the US$2.5 billion annual market in women's underwear, it stopped growing by end of 2004.[9] Some vendors, including Victoria's Secret and DKNY, started selling thongs that do not result in whale tails.[47][48][49][50] Adam Lippes, founder of the lingerie line ADAM, said, "Women got tired of it.