Mens Underwear 2025 Retail Buyer’s Guide
Men’s underwear category thrives, driven by fabric and construction innovation, sustainability, and strong retailer support. By Rocio Enriquez.
2024 marked a strong year for men’s underwear, with steady sales despite economic headwinds. As 2025 begins, the outlook remains positive, with projected growth continuing into 2026 and beyond. Innovation in fabric and construction is driving this momentum, delivering the comfort, performance, and functionality today’s consumers demand. Wave Hawaii experienced higher than expected sales of their newly introduced AirLite 3-in-1 Multifunctional Wear.
Stance has had a great response to their ButterBlendTM fabric and their WholesterTM technology. American Socks saw strong demand for their comfort-driven, sustainable, and performance-enhancing designs. Comfort, fit, and function remain the strongest trends in 2025. We will continue to see proven material and construction technologies, alongside new innovations like Saxx’s Droptemp Dry sweat solution and Stop Drop Technology.
2025 Collections
The boxer brief cut continues to dominate across all collections. They are available in various lengths, materials, and designs. PSD offers 5-inch and 7-inch versions. Stance’s 6″ boxer briefs are offered in a range of materials, to suit different needs. They are equipped with innovative technologies such as the patented WholesterTM, Feather-SeamTM construction, side entry fly, core-flex waistband, performance mesh, and FreshtekTM. “FreshTekTM is the ultimate utility, ensuring freshness and dryness from warm-up to cool-down”, says Nathan Hill. Boxer shorts (the looser kind) are becoming more popular, with Stance and Saxx increasing their offerings. A wide range of premium materials is in use. Stance uses ButterBlendTM for unmatched softness. Their performance-oriented options feature nylon, and they also offer polyester and classic combed cotton options.
PSD recently launched their premium modal blend, PSD Luxe Modal, which is a very soft 91% modal and 9% elastane fabric. Most of their ambassador styles are made with CoolMesh. “Featuring the right amount of compression, CoolMesh provides the right amount of support, extra breathable panels where it counts, and our unique Signature PSD Silky, roll resistant, colour coordinated waistband”, says Curt Flaitz. They also work with Core Standard, which combines 88% polyester with 12% elastane. For those who like to stick to cotton, they offer a combination of 95% cotton and 5% elastane. Saxx adds some new mesh materials to their existing catalogue of mixed fiber and elastane combinations. They are lightweight cotton/spandex mesh, lightweight polyester/spandex stripe mesh, and lightweight performance polyester/spandex mesh. Wave Hawaii continues to use bamboo, and has added the AirLite fabric, made from a special, recycled polyester blend. “The AirLite fabric is particularly skin-friendly, super soft, and quick-drying”, says Carsten Raphael. American Socks sticks to 100% cotton for its proven combination of comfort, breathability, and durability. Bold looks turn this intimate garment into a statement piece. Wave Hawaii plans some limited-edition artist collaborations. American Socks get loud with their artwork, turning their briefs into canvases for the work of artists, athletes, and even the drummer for MGK and Lady Gaga. Saxx and Stance have also increased their offering of prints and colours. Bn3th combined muted neutrals and soft purples with vibrant accent tones.
The use of natural and recycled materials is widespread. Wave Hawaii uses natural and recycled materials. Saxx restricts the use of PFAs in their products, while integrating recycled polyester and Lenzing EcoVero certified viscose. Bn3th offers Tencel, EcoVero and Recycled Polyester options, alongside the traditional cotton one. American Socks announces a project to use post-consumer cotton, although it is still in progress. These material choices are backed by sustainable practices across production. Durability is the main concern of Wave Hawaii and American Socks, as they reduce waste and overconsumption. Carbon footprint is observed with greener manufacturing processes. Wave Hawaii uses green energy. Saxx monitors their supply chain, so they meet ESG goals for environmental and social compliance. Packaging is reduced, and the one that remains in place is made with sustainable materials.
Retailer Support
In-store visibility significantly boosts sales. Saxx offers various in-store solutions depending on the retailer’s size, from 40-unit counter tops to bespoke built fixtures. American Socks provides free displays for their B2B customers, and special underwear hangers to showcase the product outside of its packaging.
Wave Hawaii is very proud of their honeycomb surfboard displays and cardboard counter stands. They add to this a very friendly, fast and reliable after-sales service. PSD offers displays, hip mannequins, bespoke POP and some limited custom shop signature collaborations. They increase their retailer support with product seeding for staff and shop riders, and they have signed up their first pro surf team rider, Eli Hanneman from Lahaina, Hawaii. Stance rolls out their “WHY” Stance marketing campaign on shop floors and online. They have also reinstated their satisfaction guarantee, which offers the buyer peace of mind.Men’s underwear is a strong category with a promising outlook for this year and the next. Fabric and construction innovation is meeting the high demand for eco-friendly, high-performance, and stylish designs. With strong support strategies in place, retailers can expect continued strong sales.
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