When you think of men’s briefs, you probably don’t think “billion-dollar industry”—but it absolutely is. In recent years, men’s undies has evolved from a basic necessity into a fashion-forward, confidence-boosting staple. Whether you’re looking to up your underwear game or just want to understand what’s trending under the surface.
Here are 10 fascinating facts that reveal just how dynamic and exciting the this industry really is.
1. The Men’s undies Market Is Worth Over $11 Billion
Yes, you read that right. The global men’s undies market is projected to reach $11.2 billion by 2027. With rising awareness around grooming, comfort, and style, men are paying closer attention to what they wear underneath—making this one of the most lucrative niches in men’s fashion.
2. Boxer brief Reign Supreme
Among boxers, briefs, trunks, and jockstraps, boxer briefs continue to lead global sales. Why? Because they offer the perfect combo of support, coverage, and style. Whether for everyday wear or special occasions, boxer briefs remain the go-to for most men—and top search queries like best boxer briefs for men continue to dominate Google Trends.
3. Comfort Is Now a Non-Negotiable
Today’s consumers aren’t just buying based on brand—they’re buying based on comfort, breathability, and fabric. Cotton remains king, but blends like bamboo, modal, and microfibers are making waves for their softness and durability. As a result, searches like most comfortable underwear for men have skyrocketed in recent years.
4. Premium Underwear Is Gaining Momentum
Men are finally ditching their 10-for-$10 packs in favor of high-quality, premium briefs. Brands like Calvin Klein, Tommy John, SAXX, and MeUndies have led this shift, offering products that combine stylish cuts with next-level comfort. This premiumization has opened the door for newer boutique brands (like FOXYZ) to make bold, fashion-forward statements.
5. Holidays Drive Underwear Sales Through the Roof
Men’s undies sees peak sales during Christmas, Valentine’s Day, and Father’s Day—not just as essentials, but as fun, intimate gifts. Think bold prints, sexy cuts, and novelty themes. For brands, it’s the perfect time to release limited editions and push playful marketing campaigns.
6. Sustainability Is a Game Changer
Eco-conscious shopping isn’t just a women’s thing anymore. Men are increasingly choosing sustainable undies made from organic cotton, recycled materials, or bamboo. Brands that use biodegradable packaging and promote slow fashion gain both credibility and SEO traction—plus, they appeal to millennial and Gen Z buyers who care deeply about the planet.
7. Underwear Is Now an Expression of Personality
Forget boring basics—today’s undies speaks volumes. From bold prints and cheeky slogans to gender-fluid cuts and pride-themed collections, men are using underwear to express identity, confidence, and mood. FOXYZ is right at home in this trend, offering styles that shout, not whisper.
8. E-Commerce Dominates the Game
Over 60% of men shop for briefs online, whether through Instagram, Amazon, or brand websites. The ease of buying, discreet packaging, and access to reviews makes digital-first underwear brands a winning investment. Optimizing your brand website for mobile, SEO, and fast checkout is non-negotiable.
9. Influencers Are Shaping Buying Behavior
Male fashion influencers and fitness models are the new ambassadors. With platforms like TikTok and Instagram, influencer marketing drives traffic, conversions, and trust. Brands using UGC (user-generated content) and influencer try-ons are winning the content game—and climbing the SEO ranks with terms like real fit reviews and try-on haul.
10. Investors Are Watching This Industry Closely
Angel investors and VCs (Venture Capital) are drawn to this industry for its subscription model potential, high customer retention, and low return rates. Key things they look for include:
Unique brand identity (like FOXYZ’s bold and playful vibe)
DTC scalability
Strong repeat purchase behavior
Viral marketing hooks (e.g., limited drops, bold statements, gamified experiences)
Recent investments in brands like MeUndies and XXYX show that there’s huge confidence in the modern underwear startup—especially ones that target underserved niches or bring innovation to materials and fit.
Final Thoughts
The men’s brief industry is anything but basic. It’s bold, fast-growing, and full of innovation. As men become more confident and expressive in their fashion choices, underwear has become the ultimate form of self-expression and comfort—and smart brands are capitalizing on that.
Whether you’re shopping for your next favorite pair or dreaming of launching your own line, now is the time to get in the game.
