AMERICAN SOCKS MENS UNDERWEAR 2025 PREVIEW
Retail Buyers Guide: Mens Underwear 2025 Retail Buyer’s Guide
Brand: American Socks
Interviewee: Marketing Team
How was the market for mens underwear in 2024?
We saw strong demand for comfort-driven, sustainable, and performance-enhancing designs. Consumers leaned towards bold prints and functional qualities. Streetwear and alternative fashion influences also played a key role, with our brand pushing creative graphics and artist collaborations with an American Socks twist!
What are the key trends in Men’s Underwear for 2025?
Our SS25 underwear sticks to our roots—board sports, rock music, and bold illustration. No gimmicks, no trends, just raw attitude and designs that stand out. You’ll spot American Socks a mile away because we don’t blend in. We do things our way, always have, always will.In which product segment of your 2025 collection do you expect your biggest growth?
What shapes/designs do you offer in your 2025 collection?
Our 2025 collection stays true to our classic boxer briefs—built for comfort, durability, and pure attitude. We keep refining the fit and quality while cranking up the designs to be bolder and louder. The artwork is raw, unapologetic, and made to stand out—just like the people who wear them. We’ve put them through the wringer with some of the wildest artists, top athletes, and even MGK’s and Lady Gaga’s drummer—proving there are no limits. No rules, no compromises—just performance and style that can handle anything.
What materials are you using? Any new ones?
We stick to 100% cotton—because nothing beats its comfort, breathability, and durability. It’s the real deal, no gimmicks, just quality fabric that feels good and lasts.
What colour palettes and graphics are you featuring in this collection? Any standout prints or collaborations you’d like to highlight?
We’re dropping 11 fresh styles alongside our classic carryovers, all inspired by traditional tattoos, motorbike culture, and yeah—skulls, lots of skulls. They’re gonna kill it. The Evil Cat is a wild collab with illustrator Mr. Brooks, while Piston Rebels comes straight from the mind of our Aussie friend Blair Sayer. Pure attitude and rocknroll!
How are you addressing sustainability?
We focus on **long-lasting products** designed for a longer life, reducing waste and overconsumption. We’re also working towards using **post-consumer cotton**, but we’re taking the time to find the right way to do it without compromising quality. Sustainability is a journey, and we’re committed to doing it right.
How are you supporting retailers to sell your men’s underwear?
We provide free displays for our B2B customers because we’ve seen a big improvement in sales rotation. We also offer **special underwear hangers** to showcase the product outside its packaging, allowing customers to **see and feel** the quality—an important factor in their buying decision.
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