How can an underwear company raise awareness about world poverty? Cramming a bunch of half-dressed people into an oversize pair of purple underpants in the streets of London seems like a pretty good way to draw attention to just about any cause. To celebrate Guinness World Records Day, 60 participants managed to fit themselves into one pair of briefs to break the record for “Most People Gathered in a Single Pair of Pants.” Pants to Poverty, the fair trade label behind the stunt, hopes it will help raise awareness about ethical working conditions in the fashion industry.