So for yesterday's match against Argentina, Bavaria gave out orange boxer shorts that said unterhosen across the front. This way, when the leeuwenhosen got confiscated, the supporters still had something orange. And I'm not sure this comes across if you don't have a bit of familiarity with German, but using the word unterhosen (which literally means underpants) seems to be quite funny.
Madame Tussaud's is also getting in on the action. The Amsterdam branch now has world leaders like George Bush and Tony Blair clad in leeuwenhosen.
For a small and fairly obscure brewery like Bavaria, this has been a brilliant marketing scheme.
Meanwhile, to counter the image of brawling football hooligans, check out these photos of the spontaneous party in the streets of Frankfurt where Dutch and Argentine fans celebrated together before the match. Granted, since both teams had already qualified for the second round, both sets of supporters would have been feeling pretty relaxed, but it's still a nice scene.