Mens Underwear 2026 Retail Buyer’s Guide
Men’s underwear shifts from basic essential to a premium lifestyle product offering performance comfort and expressive design. Value now lies in innovation and identity rather than volume sales. By Rocio Enriquez.
Men’s underwear category remains stable-to-growing in 2025. Growth is driven by product upgrading and premium positioning, not by volume. Underwear is no longer perceived as a commodity product, but as an added value one. Demand is driven by comfort, with strong expectations around performance and lifestyle versatility. All-In, American Socks, and Bn3th report their best performance in pieces with comfort upgrades. Wave Hawaii experienced good sales of their AirLite Watersports Multifunction wear that offers a 3-in-1 function.
Bn3th offers a similar product. “Our 2n1 shorts are an activity-led piece designed for workout/running or swim/boardshort liner use”, explains Bn3th CEO, Dez Price. Design is a key differentiator for brands. Freegun observed strong demand for their licensed collections and statement prints. American Socks also attributed important sales to their strong identity.
This is reflected in the key trends for 2026, which combine technical innovation with expressive design. Construction focuses on anatomical fit and performance comfort. Fabric engineering focuses on support, stretch, and breathability. Multifunction styles are popular. Pieces that can be worn all day, in different contexts, align with broader athleisure trends. There is increased use of sustainable materials. Looks become a statement, with a strong demand for bold prints that create a clear visual identity.
2026 Collections
Proven silhouettes are being refined through technical advancements in construction and fit. The focus is on refining fit rather than disrupting established shapes. Freedom of movement remains a key priority. Boxer briefs keep dominating the category, although trunks and hybrid formats perform well at sales. Saxx reports growth of their performance segment that features signature technology such as BallPark Pouch®, DropTemp Cooling®, and No-RideUp LegTM.
Material selection is driven by three key factors: comfort, performance, and sustainability. Technical blends, like polyester and elastane, ensure performance standards, with properties such as quick drying. Freegun’s Aktiv line features microfiber. Natural fibres like cotton and modal are favoured for comfort. Alongside cotton, TencelTM Modal appears in the collections of and Saxx, and Wave Hawaii uses bamboo. There is growth in recycled and low-impact materials. American Socks uses post-consumer recycled cotton. “Our hero material is a high-performance blend of 88% GRS-certified recycled polyester and 12% Spandex”, says All-In CEO, JB Caste.
Bn3th also integrates recycled fibres in the production. Moisture management and durability are important purchasing factors for consumers. “Our AirLite fabric, which is made from a special recycled polyester blend, is particularly skin-friendly, super soft, and quick-drying”, says Wave Hawaii Managing Director, Carsten Raphael. No single fibre dominates in men’s underwear; instead, brands use blends of different materials to meet different needs.
Underwear has become a statement piece and a visible extension of personal style. Brands aim to strike a balance between core neutrals and standout pieces, with the latter leading demand. There are many bold graphics influenced by streetwear, tattoo culture, and pop culture. “We have strong rock/tattoo graphics, with standouts like Time to Die, Forever Wrong, and Bone Smasher”, announces American Socks Brand Manager, Olek Burek. Licensed artwork drives a lot of interest. “We are planning to release some limited-edition designs in collaboration with an internationally known artist from the surfing world”, reveals Carsten. Freegun announces licensed collections by major pop culture franchises. Abstract designs are emerging as popular. Overall, men’s underwear is a visually dynamic segment.
Sustainability
Sustainability expectations now centre on clear and credible claims. This is a response to the greenwashing fatigue that buyers of all product categories are currently experiencing. Brands respond with integration of recycled or certified materials, responsible sourcing, and optimised production efficiency. Bn3th has achieved a BCorp certification, as part of their transparency goal. All-In uses Global Recycled Standard certified fibres. Efforts must be both substantive and transparent. Longevity and quality remain key to support the sustainability frame. All brands subscribe to this.
Retailer Support
Brands are increasingly focused on driving sell-through rather than just sell-in. To support this, they are simplifying the retail experience and strengthening storytelling. In-store merchandising units enable a clear segmentation of the range, while offering straightforward explanations of technical features and strong visual stories. Licensed collections are a strong traffic driver in-store. American Socks offers special underwear hangers that let shoppers see and feel the product. Wave Hawaii offers a honeycomb surfboard display and cardboard counter stand that showcase their product in an appealing way. All-In has a new premium packaging that combines strong visual impact on shelves with clear communication of technical features.
Commercial viability also plays a key role in supporting sell-through. “Our competitive multipack offers ensure fast stock rotation”, says Benjamin Caillaud from Freegun. Appealing margins and reliable after-sales service help with this.
Men’s underwear is undergoing a repositioning from a basic essential to a technical lifestyle product. Value appeals more than price for consumers who see underwear as a style statement rather than a hidden layer.
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