NEW YORK, August 28, 2026 /PRNewswire/ — The global men’s underwear industry is evolving as consumers increasingly prioritize comfort, hygiene, fit, fashion, sustainability, and performance. Once considered a basic apparel category, men’s underwear is becoming a more sophisticated segment influenced by changing lifestyles, fabric innovation, e-commerce, personalization, and growing fashion consciousness among male consumers.
The global Men’s Underwear Market was valued at USD 31.6 billion in 2024 and is projected to grow from USD 32.4 billion in 2025 to USD 42 billion by 2035, registering a 2.6% CAGR during 2026–2035, according to WiseGuyReports. The market includes boxers, briefs, trunks, bikini and thermal underwear, with cotton, polyester, modal, bamboo, and nylon among the principal materials.
Comfort Becomes a Central Consumer Priority
Comfort is one of the most important factors influencing men’s underwear purchases. Consumers increasingly expect products to provide breathability, softness, flexibility, support, and effective moisture management.
Modern lifestyles have also increased demand for underwear that can be used across different situations, including work, travel, exercise, and everyday activities.
Manufacturers are responding by introducing ergonomic designs, improved waistbands, seamless construction, stretch materials, and performance-oriented fabrics.
Fashion Consciousness Expands the Category
Men are becoming increasingly fashion conscious, which is transforming underwear from a purely functional product into a lifestyle and fashion category.
Social media, celebrity campaigns, fashion influencers, and digital advertising are encouraging consumers to pay greater attention to design, color, branding, and fit.
Premium underwear brands are particularly benefiting from consumers willing to pay more for sophisticated designs, high-quality fabrics, and recognizable branding.
WiseGuyReports identifies increasing fashion consciousness as an important market dynamic.
Boxers Remain a Leading Product Segment
The market includes boxers, briefs, trunks, bikini underwear, and thermal underwear.
Boxers are a leading category, valued at approximately USD 10 billion in 2024 and projected to reach approximately USD 12 billion by 2035.
Their popularity is supported by demand for comfort, flexibility, and contemporary styling.
Briefs continue to serve consumers seeking support and practicality, while trunks offer a balance between the structure of briefs and the coverage of boxers.
Thermal underwear remains important in colder climates and seasonal markets.
Advanced Fabrics Improve Performance
Fabric innovation is reshaping the men’s underwear industry. Consumers increasingly seek materials that provide moisture-wicking, antimicrobial, breathability, stretch, and temperature-management characteristics.
Cotton remains a leading material because of its comfort and breathability.
Polyester is attractive for active consumers because of its durability and moisture-management properties. Modal is gaining attention because of its softness, while bamboo is becoming increasingly relevant among consumers interested in sustainability and hypoallergenic materials.
Nylon remains useful because of its strength and elasticity.
Sustainability Gains Importance
Sustainability is becoming an increasingly important consideration in men’s underwear. Consumers are showing greater interest in products made from environmentally responsible materials and manufactured through ethical processes.
Bamboo, recycled fibers, and other lower-impact materials are being incorporated into new product lines.
Sustainable underwear can provide brands with an opportunity to appeal to environmentally conscious consumers while differentiating themselves in a competitive market.
Manufacturers are also examining packaging and production processes as part of broader sustainability strategies.
E-Commerce Changes the Buying Experience
Online retail is rapidly becoming an important distribution channel for men’s underwear.
Consumers can browse products privately, compare sizes and materials, read reviews, and access a broader range of brands.
Online shopping is particularly attractive to younger consumers who are comfortable purchasing apparel through digital platforms.
Direct-to-consumer models also allow brands to establish closer relationships with customers and gather data about preferences, purchasing patterns, and product feedback.
Subscription models represent another emerging opportunity. Brands can offer recurring deliveries of curated underwear selections, providing convenience while creating predictable revenue.
Personalization and Custom Fit Create Opportunities
Consumers increasingly want products that match their individual preferences. Personalized sizing, different cuts, waistband designs, fabrics, and styles can help brands address diverse consumer requirements.
Data analytics can also help companies tailor marketing campaigns to regional preferences and consumer behavior.
Custom-fit products may become increasingly relevant as digital technologies improve measurement and recommendation capabilities.
Activewear Underwear Gains Popularity
The growing participation in fitness and sports is supporting demand for performance-oriented underwear.
Consumers participating in running, gym workouts, cycling, and other activities increasingly seek underwear that can manage moisture, reduce friction, provide support, and maintain comfort during movement.
This creates opportunities for brands to develop specialized activewear underwear using technical fabrics and ergonomic designs.
North America Remains a Leading Region
North America is expected to maintain its dominant position in the men’s underwear market. The region was valued at approximately USD 11 billion in 2024 and is projected to reach approximately USD 14 billion by 2035.
Strong consumer spending, established fashion brands, premium product demand, and high e-commerce adoption support the regional market.
Europe also represents an important market, supported by fashion consciousness, sustainability, and demand for premium products.
Asia-Pacific offers significant growth potential because of rising disposable incomes, urbanization, changing clothing preferences, and growing online retail.
South America and the Middle East and Africa are expected to expand gradually as brand awareness, e-commerce, and disposable incomes improve.
Younger Consumers Influence Market Development
Teenagers and young adults are important consumer groups within the market.
Younger consumers are influenced by social media, celebrity campaigns, fashion trends, and digital advertising. They are increasingly interested in products that combine comfort with contemporary styling.
Young adults also represent a significant opportunity for premium brands because of their growing purchasing power and willingness to explore new styles.
Middle-aged consumers tend to prioritize durability and comfort, while older consumers increasingly seek functional and supportive designs.
Social Media Strengthens Brand Awareness
Social media has become a major marketing channel for underwear brands. Digital campaigns allow companies to reach targeted audiences while communicating brand identity and product benefits.
Influencers and fashion creators can increase awareness among younger consumers.
Brands are also using social media to promote new collections, sustainability initiatives, collaborations, and personalized products.
Competitive Landscape
The global men’s underwear market includes Gildan, Calvin Klein, Jockey International, MeUndies, Adidas, Perry Ellis International, Hanesbrands, Tommy Hilfiger, Nike, Munsingwear, Saxx Underwear, Duke, Under Armour, Bamboo Underwear, Fruit of the Loom, and Buffalo David Bitton.
Competition is focused on comfort, branding, fabric innovation, sustainability, product variety, pricing, e-commerce, and customer loyalty.
Premium brands are emphasizing design and lifestyle positioning, while value-oriented manufacturers are competing through scale, accessibility, and affordability.
Technology Creates New Possibilities
Smart fabric technologies could become an important future opportunity. Moisture-wicking, antimicrobial, temperature-regulating, and other performance characteristics are increasingly being incorporated into underwear.
Data analytics and AI-powered personalization could also improve product recommendations, sizing guidance, and marketing.
These technologies can help brands provide more relevant products while reducing dissatisfaction associated with fit and comfort.
Future Outlook
The global men’s underwear market is projected to increase from USD 32.4 billion in 2025 to USD 42 billion by 2035, reflecting a 2.6% CAGR.
Comfort, hygiene, fashion consciousness, sustainable materials, e-commerce, personalization, smart fabrics, and activewear are expected to remain central to industry development.
As consumers increasingly treat underwear as an important component of personal comfort and lifestyle, manufacturers that successfully combine performance, sustainability, fit, and design are likely to gain a competitive advantage.
Frequently Asked Questions
- What are the latest trends in the men’s underwear market?
Key trends include moisture-wicking fabrics, antimicrobial materials, sustainable underwear, personalized fits, activewear underwear, e-commerce, subscription models, and premium designs. - What is driving the men’s underwear market?
Increasing awareness of comfort and hygiene, fashion consciousness, e-commerce growth, sustainability, fabric innovation, and demand for performance-oriented products are major drivers. - What will the men’s underwear market be worth by 2035?
According to WiseGuyReports, the global market is projected to reach USD 42 billion by 2035, growing at a 2.6% CAGR during 2026–2035.
Browse More Reports:
