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PREACH IT! 'Jersey Shore' fans, how much would you pay for underwear designed by Pauly D?

July 29, 2010 |  4:50 pm
Jersey Shore guy "DJ Pauly D" Paul DelVecchio Cashing in on a 15-minute fame window usually involves a time-honored formula: reality TV paycheck plus appearance fees plus book advance, minus the legal expenses from that DUI-slash-sexual-harassment fiasco-slash-tax-evasion-misunderstanding. The resulting pimp wad is usually just enough to buy one or two pieces of the reality-star dream -- his and hers jet skis, for example.

But that was before "Jersey Shore." Forget the his and hers jet skis. Think his and hers jacuzzis -- maybe even custom-built in a luxury condo in Hoboken. Snooki, J-Woww and the Situation have essentially founded a mini-empire since their show took off, launching thousands of dollars in guido-flavored enterprise. Snooki is hawking self-tanner, J-Woww has a fashion line called Filthy Couture, and the Situation has a music single, among other things.

As for poor Pauly D, he's had little more than his ones and twos — until now. The Ministry recently got a missive from Cafe Press, indicating that an official Pauly D merch store has opened.

Geared specifically for those seeking aid in beatin’ up the beat, the shop includes tank tops celebrating the infamous half-hour Pauly D hair blowout ($18.99) and ladies underwear that says Mrs. Pauly D on the rear ($16.99). All items have been designed or approved by Team Pauly.

Even though he has officially monetized his image, you can’t call Pauly D greedy. The markup on Pauly D Cafe Press merch is roughly 30 percent -- the average percentage for all goods for sale through the online retailer.

— Leslie Gornstein

Photo: "Jersey Shore's" Paul "DJ Pauly D" DelVecchio ain't gonna let that Ed Hardy guy get all the T-shirt glory. Credit: Jason Merritt / Getty Images.

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