House & Home - Winter Storm Guide To Prepare People in the South From A Company That Usually Profits From Visible Sweat

 Approximately 230 million Americans are expected to experience the effects of Winter Storm Fern starting Saturday January 24 through Tuesday January 27, 2026. Worse still of the citizenry to be seized by the freeze are in the south and are not accustomed to existing in sub-freezing temperatures. They simply ‘don’t do’ winter the way Americans in the northeast and upper Midwest experience.

As a semi-tongue in cheek, but kind of serious way to prepare, SwampButt Underwear offers a colorful and humorous guide to manage the unwelcome frozen conditions. It is a new twist on storm preparation and crisis communications. (Download a PDF version here: Rufus from SwampButt Underwear Prepares for the Freeze.

Humor, Serial Storytelling, and Practical Absurdity Succeed Where Crisis Communications Often Fail

So many attempts at storm preparation, crisis management and crisis communications fail, but not because of bad information or instructions that are wrong. They fail because the moment is mistaken. “By the time people encounter emergency messaging, like about this upcoming winter storm, they are already stressed, tired, uncertain, and juggling conflicting priorities,” said SwampButt Underwear founder Harold Nicoll, who also has an extensive background in public relations and crisis communications. “The public are not in a receptive frame of mind before the winter storm. They are not used to frozen conditions and are trying to orient themselves—emotionally and practically—inside a situation that has already gone sideways.”

Enter The Mascot

That’s where Rufus Prepares for the Freeze quietly succeeds. Not by shouting louder. Not by issuing firmer warnings. But by reflecting reality back to people in a way they immediately recognize.

“Rufus behaves the way people actually behave during storms: improvising, guessing, over-correcting, waiting, and learning things later than they should,” Nicoll said. “That is not a weakness. It is the entire point. Accuracy of and a focus on emotions and behavior builds trust faster than accuracy of information. Emotional and relatable communications are what drives successful crisis outreach.”

Different Temperatures Mean New Hazards

Commenting on how the weather impacts quality of life is not new for SwampButt. “We sell underwear for men who sweat so much, that it is visible below the belt line onto their pants, and have published plenty of information about that topic,” said SwampButt Underwear corporate spokesman Nick Heraldson. “But the owner (Nicoll) spent over a decade living and working in the upper Midwest. He understands the conundrum people in the south experience with these types of conditions and is sympathetic. That is how this guide got started.”

A Humorous Series With A Serious Moment

The makers of SwampButt Underwear use humor to market their uniquely named men’s undergarment all the time. But never for the prospect of ice and snow.

That’s where Rufus Prepares for the Freeze quietly succeeds. Rufus is the SwampButt Underwear mascot. He is an anthropomorphic alligator who always wears SwampButt Underwear. “In his role as mascot, Rufus is really all of us,” Nicoll said. “He is guileless, does not put on airs and, as alligators go, is very relatable.” 

A fully illustrated PDF guide is available on the SwampButt Underwear website. For now, below is an abbreviated list. A social media campaign with each element will launch in just enough time to be helpful and in plenty of time to be humorous. “It was funny when I wrote it,” Nicoll said.

1. In your home, apartment or trailer locate your canned goods. The TV always says to stock up on canned goods. And have or obtain a canned goods opener. Without one, you are SOL.
2. It is okay to eat ‘frozen food’ when the temperature outside is freezing.
3. That really, big candle you got for Christmas will not heat the entire home and you should be careful with any type of flame whether indoors or out.
4. Instead of flames, fires or combustibles of any type, substitute garments. As in ‘wear more garments’ to preserve body heat. Hoodies will preserve heat on your head, neck and ears.
5. Women’s stockings are not ideal head gear. But if that is all there is, then do what you gotta do. Just don’t visit any banks, convenience or liquor stores while so outfitted.
6. In need of firewood? Too bad. You should have thought of this before. And do not cut down trees during the big freeze for firewood, especially the neighbors even, if it’s night. They are going know who did it. If it gets that cold, burn the furniture, assuming you have a fireplace. If you do not have a fireplace, do not burn the furniture.
7. Keep all engines outside. Do not bring gasoline powered generators or propane grills inside. Doing either or both will likely make you dead.
8. Remember that it’s the south. In two days, it will be seventy degrees. So ‘chill out’ and pardon the pun.

About SwampButt Underwear

SwampButt Underwear is a real company that designs and sells moisture-wicking underwear for men who sweat—a lot. Based in the sweltering Gulf Coast of Texas, the company leans on humor, honesty, and performance-focused fabrics to help customers fight embarrassing perspiration.

The SwampButt Underwear name, while irreverent, reflects a universal reality: sweating happens, and we make it more bearable. SwampButt Underwear produces moisture-wicking underwear designed for men who sweat enough that it becomes visible through clothing. The brand’s mission is simple: keep men drier, more comfortable, and better looking—one pair at a time.