BN3TH Mens Underwear 2024 Preview

Retail Buyers Guide:  Mens Underwear 2024 Retail Buyer’s Guide
Brand:  BN3TH
Interviewee: Maria Milfont, Wholesale Brand Manager

How was the market for mens underwear in 2023?
Although the North American economy overall took a hit in 2023, the men’s underwear market continued to show signs of growth, driven by factors such as the increasing demand for premium and comfortable underwear, the influence of fashion trends, and the growth of e-commerce. Consumers were increasingly looking for high-quality fabrics, sustainable options, and innovative designs that offered both comfort and style. The market also saw a rise in demand for functional underwear, including those with moisture-wicking properties and anti-odor technology catering to the active lifestyle of modern men.

What are the key trends in Men’s Underwear for 2024?
Underwear continues to become diverse and exciting! Palettes shifted for 2024 to be more solids and neutrals dominated for the moderate man. Classic colors like navy, grey, and soft blues remain very important, juxtaposed by soft pink and run tropical touches for the more adventurous modern male.

In which product segment of your 2024 collection do you expect your biggest growth?
For BN3TH’s 2024 collection, we are particularly excited about the potential of our Agua Volley 2 in 1 Shorts. This innovative liner is highly-breathable, lightweight and combines our patented The Original 3D Pouch Technology™ with the versatility and style of outdoor-ready shorts. Designed for both in and out of the water activities, we consider the Agua Volley to be “the most versatile short on the planet”, it caters to the growing trend of multifunctional clothing that supports a dynamic lifestyle. With features such as quick-dry fabric, built-in compression, and stylish designs, we anticipate this segment to drive significant growth for our brand in 2024.

What shapes/designs do you offer in your 2024 collection?

Boxer Briefs, Trunks and Briefs, all with our patented The Original 3D Pouch Technology™ for incomparable comfort.

What materials are you using?
BN3TH focuses on using sustainable materials. Tencel, Recycled Polyester, and US grown cotton.

What colour palettes and graphics are you featuring in this collection? Any standout prints or collaborations you’d like to highlight?
Our seasonal palette features rich deep tones of Navy, Green, and Grey accented by a soft Grape Purple and Fog blue. Some of our seasonal print highlights are our Pineapple Fade print (a soft ombre-toned repeating pineapple print) or our classic Bandana print (a staple for any mens underwear drawer). One of our seasonal highlights is our limited Madsteez capsule collection, which features the artist’s unique handwritten type as a fun, bright seasonal statement.

How are you addressing sustainability?
All the way through the supply chain and down to the final product. Through our use of sustainably sourced Tencel modal, which uses only non-endangered and old growth-free foresting techniques, to nearshore production practices and our rigorous testing procedures to ensure that each pair of underwear is meant to last and avoid being disposed of carelessly.

How are you supporting retailers to sell your men’s underwear?
We support our retailer in every way possible through our incredible salesforce and in-house Wholesale team. We consider our brand to be easy to work with, facilitating the placement of POs and offering curated collections, merchandising guidelines, and in-season sales programs to our retail partners. We also supply retailers with many marketing materials, including a versatile selection of complimentary in-store displays, digital assets, and promotional campaigns to increase brand visibility and drive consumer interest.

Key products:

Classic Boxer Brief:
Cloud-like luxury in an insanely-soft everyday underwear. These luxury Boxer Briefs feature an ultra-soft, breathable, lightweight TENCEL™ Modal that is sustainably sourced, guaranteed to stay smooth and keep you comfortably supported at all times.The Original 3D Pouch lifts and supports everything, eliminating the need to shift or adjust.



Pro Boxer Brief:
Breathable, stink-free support for any sport. The Pro is engineered to move with minimal friction and complete comfort. These Boxer Briefs feature The Original 3D Pouch Technology™ to ensure everything is separated and supported so you can always put your best foot forward. The fabric is a breathable, moisture- wicking recycled polyester blend mesh featuring Ionic+® no-stink technology.



Agua Volley 2n1 Short:
Featuring The Original 3D Pouch, the Agua Volley’s recycled polyester Entourage Lite liner is highly-breathable and ensures everything stays snug, secure and separate. The lightweight recycled poly stretch woven exterior features mesh pockets to allow water to easily flow in and out, eliminating any bubble-up mishaps. Available in 5” and 7” inseams, this 2N1 swim short is designed.



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