STANCE MENS UNDERWEAR 2025 PREVIEW

Retail Buyers Guide: Mens Underwear 2025 Retail Buyer’s Guide
Brand: Stance
Interviewee: Marketing Team

How was the market for men’s underwear in 2024?
The market was strong, and we implemented significant changes to the category’s focus, which resulted in a positive impact on sales. We observed growth in all retail channels and also saw the product mix for the brand benefit from this growth. Consumers are seeking maximum fit and function, as well as a sense of value for their purchases. Stance is able to meet these genuine consumer needs and expectations through the comfort and versatility of proprietary features such as Butter Blend™, our softest fabric, and Wholester™ technology, which provides maximum support. We commenced 2025 super strong, new accounts and higher orders have meant that we are starting to see the investment paying off, and means that we can increase the focus even further as we start to think to 2026 and beyond. We anticipate Underwear to continue to grow increasing the significance within the brand mix

What are the key trends in men’s underwear for 2025?
We have seen that consumers prioritise maximum fit and function, coupled with a desire for true value. Stance is able to address these needs and expectations through the comfort and versatility of proprietary features like Butter Blend™, our softest fabric, and Wholester™ technology, which provides maximum support. We are hearing more and more that when they have tied the product they are hooked on the product, its great to get this feedback and this has definitely been a huge part of the growth we are seeing. The Underwear guarantee we offers is allowing first time buyers the confidence that if they aren’t stoked on the product they can return it. We are seeing that the strength of the overall brand is also a major factor in the underwear growth, socks are flying agin and this has meant the dominance of the brand on the shop floor has given the confidence by the retailers to add underwear to the offering

In which product segment of your 2025 collection do you anticipate the most significant growth?
Packs, now that we have the consumer we see them switching out their underwear to Stance, we saw it happen with socks and there is no reason it won’t happen with Underwear. Packs offer the ability to speak to the value being seeded by the consumer whilst maintaining a premium best in class product. We have introduced the 3 pack into the line for later in 2025 to meet this exact need

What shapes and designs do you offer in your 2024 collection?
We offer a comprehensive range of premium boxer briefs, each designed with tailored support and innovative seasonal designs. Our product line includes Butter Blend™ for unparalleled softness, classic combed cotton options, nylon performance pieces, and polyester for 2024. Every style is meticulously crafted to meet the diverse needs of our consumers, ensuring optimal performance across various activities. The key in this category is to continue to innovate the fit and the materials, no one wants any discomfort in this area, and we continue to innovate the product to meet this need. Our boxer briefs are equipped with essential features and benefits that cater to the daily needs of our customers. They come standard with a 6-inch inseam and incorporate innovative technologies such as our patented Wholester™ technology, Feather-Seam™ construction, side entry fly, core-flex waistband, performance mesh, and Freshtek™. Freshtek™ is the ultimate utility, ensuring freshness and dryness from warm-up to cool-down. We are starting to see the start of the Boxer (the looser fitting silhouette) starting to gain some traction too, though more in the premium materialisation, such as Butter Blend™. We are starting to increase this offering into 2026

Materials:
* Butter Blend™
* Classic combed cotton
* Nylon performance
* Polyester

Colour Palettes and Graphics:
* Print and pattern dominate the first-time purchase category and this year we are definitely growing the diversity of the offering, from the subtle solids though to colour packed prints. With the growth of the category we have been able to broaden the print and colour to meet a wider audiences needs

Retailer Support:
* Underwear is a key focus for our brand and storytelling is key on the shop floor or online, the ‘WHY’ Stance Underwear – this is the major focus for us in 2025
* We have strong confidence in our product and a loyal customer base that appreciates our premium underwear experience, which emphasises quality, comfort, and style.
* We are amplifying our marketing efforts for the underwear category across the board and collaborating closely with key retailers to elevate and activate this category in their stores.
* We have reinstated our satisfaction guarantee, as we are confident that once a customer wears our product, they will be satisfied.
* We understand that trying on underwear in-store is not a common practice, which can reduce sales friction.

BANNER BOXER BRIEF

SPEAKEAZY BOXER BRIEF

STAPLE BOXER BRIEF WHOLESTER