The Growing U.S. Men's Underwear Market An Overview

Brief History of Men's Undergarments in America

Undergarments for men have come a long way over the centuries in the United States. In the colonial days of the 17th and 18th centuries, men primarily wore linen shorts or knee-length trousers without any underwear. It wasn't until the mid-1800s that underwear began to evolve and specialized products emerged for different tasks or seasons. One of the first mainstream styles was the union suit, a one-piece long underwear that buttoned up the front and covered the entire body for warmth during cold winter months. The union suit remained popular through the late 1800s and into the early 20th century.

The Rise of Modern Styles

In the 1900s, specialty underwear began to segment based on warmer or cooler weather. Short boxer-style underwear became more common for warmer months, while long johns continued their popularity for winter. Cotton became the dominant fabric over linen or wool. It wasn't until the 1920s that briefs, also called trunks, emerged as a shorter boxer-brief style ideal for modern work attire. Brands like Jockey and Fruit of the Loom developed and mass-produced these new styles, making white cotton briefs mainstream U.S. American Men's Underwear for decades.

Expanded Materials and Styles

The mid-20th century brought new underwear innovations and materials. Nylon emerged after World War II and was quickly adopted into men's underwear for its stretch, moisture-wicking properties, and antibacterial benefits. Brands launched moisture-wicking performance fabrics ideal for sports. Styles expanded beyond briefs and boxer shorts with the rise of bikini underwear and boyshort styles in the late 1900s, mimicking trends in women's undergarments. Mid-thigh-length compression shorts became popular for working out. Microfiber fabrics further advanced the moisture management of performance underwear.

Contemporary Men's Underwear

Today's U.S. Men's Underwear Market offers a huge range of materials, styles, colors, and brands to choose from. Cotton remains popular but is often blended with other materials like modal, polyester, or elastane for specific benefits. Brief styles come in low-rise, mid-rise, and high-rise fits. Boxer briefs and trunk styles provide support and coverage. There are even hybrid brief-boxer and boxer-trunk crossovers. Popular brands like Calvin Klein, Tommy Hilfiger, and David Archy design fashionable patterns and solids. Additionally, specialty brands focus on wellness, sustainability, or inclusive sizing.

Performance Underwear

Sports and activewear brands dominate the performance underwear category. Nike, Under Armour, Lululemon, and Champion outfit athletes, but also the everyday gym-goer. Breathable, antibacterial, quick-drying fabrics keep men cool and comfortable. Styles target specific activities, from the stretchy, breathable mesh of basketball shorts to compression shorts that improve circulation. Some even implement sustainable materials like Tencel or recycled polyester. Technology has also enabled features like built-in supportive pouches and anti-odor properties. Performance underwear empowers men for any workout or sport.

Sustainable & Eco-Friendly Underwear

As consumer demand for sustainable apparel grows, several underwear brands have adopted eco-friendly practices. Companies use organic cotton, recycled polymers, and other sustainable materials. Ethical production and fair trade certification are important standards some brands uphold. Other priorities include minimizing water usage, choosing dyes carefully, and cutting down packaging waste. Premium brands like Rhone and Miansai even utilize environmentally preferred fabrics like modal, linen, and hemp blends. To promote longevity, repairs are often offered. There is a growing underwear niche dedicated to being planet- and consumer-friendly.

Inclusive Sizing and Styling

More brands embrace diverse body types by expanding their size offerings and silhouettes. MeUndies, TomboyX, and Saxx lead this inclusivity through sizes ranging from XS to 4XL. Their styles adapt beyond snug briefs to bikini cuts, boyshorts, and retro boxer trunks colorful designs. Other brands, like Buck Naked, focus primarily on plus sizes, which are overlooked by most mainstream labels. The gender-free label PACT has also found success with neutral cuts. The mission is to make comfortable basics accessible regardless of size, shape, or gender identity. Inclusive underwear empowers self-expression for all.

Emerging Trends in Men's Underwear

Though classic styles remain popular, new fabrics, fits, and innovations will continue to shape the men's underwear segment. Performance and sustainability will drive much innovation. Hemp, modal, and recycled polymers offer breathable and eco-friendly alternatives to traditional cottons. New fits like relaxed boxers or tapered trunk briefs appeal to different body types. Features like built-in pouches may see more refinement. Wireless technology has also enabled heart rate tracking and biometrics to be incorporated into performance underwear. Oversized, retro-inspired styles will further feed the athleisure trend. Online customization allows creating unique prints, solids and styles too. The U.S. Men's Underwear Market shows no signs of slowing, always evolving to meet the needs of modern comfort seekers.

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The Growing U.S. Men's Underwear Market: An Overview

Changing Styles Drive Demand for Innovation

The men's underwear segment in the U.S. has seen tremendous growth over the past decade, outpacing sales in other clothing categories. Driving this demand are changing preferences among consumers that are pushing brands to introduce new styles, fabrics and fits that go beyond basic essentials. According to market research firm Technavio, the American men's underwear industry was valued at $7.87 billion in 2019 and is projected to expand at a compound annual growth rate of 6% through 2023.

Comfort Takes Priority Over Tradition

Men are increasingly prioritizing comfort in their underwear choices and are turning away from tightly-fitting briefs in favor of looser boxers and boxer briefs. A survey by underwear giant Hanes found that over 75% of American men now own at least one pair of boxer briefs, compared to just 25% a decade ago. The rise of athleisure has also influenced underwear trends, increasing acceptance of moisture-wicking, breathable fabrics made from materials like modal and bamboo that keep men dry. Players in the sport underwear category, like Duluth Trading and Mack Weldon, have capitalized on this appetite for enhanced comfort.

Environmentally- conscious options gain traction.

Another factor expanding the U.S. Men's Underwear Market is the demand for sustainable products. Millennial and Gen Z consumers in particular are conscious of a brand's environmental and social impact when making purchases. Early entrants like Tommy John and Sensical established their brands on ecologically responsible-ssourced fabrics like organic cotton and recycled polyester. Recent surveys reveal that one-third of American men are willing to pay more for underwear made from environmentally-friendly materials. With customers demonstrating growing affinity for conscious consumption, major players like Calvin Klein and Jockey are now spotlighting their commitment to ethical manufacturing and reducing plastic usage.

E-Commerce Revolutionizes Shopping Habits

The rapid growth of online retail has upended traditional channels for purchasing underwear. A 2019 study found that nearly 60% of men prefer shopping for underwear online versus in physical stores due to increased privacy, cheaper prices and more options. Direct-to-consumer brands established exclusively on e-commerce platforms are a huge driver of this trend. Companies like MeUndies, MyPakage and Freshboxers target digitally native customers with subscription models, exclusive online assortments, faster delivery and lower costs, cutting out middlemen. As a result, online channels now account for over 40% of underwear sales in the U.S.—a share that is only expected rise. Traditional brick-and-mortar retailers like JC Penney and Kohl's have responded by amplifying their own e-commerce presence to keep pace.

Innovation Through Technology and Design

To stay ahead of competition in such a dynamic market, brands are investing heavily in product innovation. New developments in fabric technology make underwear more temperature-regulating, moisture-wicking and odor-resistant. Design innovations include slimming or enhancing contours, convenient features like phone pockets and fly-less styles that eliminate buttons and zippers. Manufacturer fruits of love recently launched a line of "smart" boxer briefs embedded with sensors to track vitals and send alerts for potential health issues. While still a niche concept, it points to the integration of technology in future underwear offerings. On the design front, fashion labels like Calvin Klein and Emporio Armani are bringing Italian luxury sensibilities to elevated underwear collections with sophisticated prints, patterns and fits for men seeking style statements under their clothing. 

Supply Chain Woes From COVID-19

While the long-term outlook remains bright, the underwear industry faced unforeseen challenges from the COVID-19 pandemic. Factories in Asia that produce the bulk of the world's underwear supply shut down for months in 2020 due to lockdowns. Port congestion and shortages of raw materials like cotton and elastane led to months-long delays and shortages. Companies struggled to meet surge in demand from customers stocking up during lockdowns. While suppliers have scaled up since, lingering effects include price increases passed down to consumers. Underwear imports to the U.S. in 2021 were up only 6% compared to pre-pandemic levels, far lower than anticipated growth. Speedier adoption of advanced manufacturing technologies may help insulate future supply chains from global disruptions.

Consolidation Activity Heats Up Competition

Established brands are responding proactively to competitive threats from agile direct-to-consumer players. Fruit of the Loom, the largest manufacturer globally, acquired e-commerce brands Bali and Jockey in 2021 to bolster their D2C channels. HanesBrands spent over $400 million acquiring Champion, expanding into the rapidly growing activewear segment. Calvin Klein took its women's intimates business in-house after decades with licensing partner Warnaco. Private equity interest is also reshaping the industry; Victoria's Secret was taken private in a $1.1 billion deal to rehabilitate brands and adapt strategy. As popular new brands scale up, further consolidation can be expected as large conglomerates strategize to maintain market share in the digitally disrupted underwear sector.

With social trends prioritizing wellness, comfort and sustainability while e-commerce transforms shopping habits, the U.S. Men's Underwear Market shows no signs of slowing its momentum. Continued innovation in fabrics, fits and experiences resonating with changing consumer preferences will determine which brands are most likely to capture growth opportunities in the coming years.

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