Wave Hawaii Mens Underwear 2026 Preview
Retail Buyers Guide: Mens Underwear 2026 Retail Buyer’s Guide
Brand: Wave Hawaii
Interviewee: Carsten Raphael, CEO
How was the market for mens underwear in 2025?
Really good. We were in our second year with our AirLite Watersports Multifunc Wear and are happy with the positive response and that people love the idea of the 3 in 1 function. But also our bamboo boxers were much better than expected.
What are the key trends in Men’s Underwear for 2026?
Natural and sustainable products are still our focus. We will continue with our AirLite Watersports Multifunc Wear, as ti´s perfect for surfing, skating, biking, running and the whole day in the office or university. We come again with new colourful designs. Plain colours can be found in our bamboo and cotton collections.
In which product segment of your 2026 collection do you expect your biggest growth?
Here, too, we are fully committed to our Airlite wear and still see the greatest potential for us.
What shapes/designs do you offer in your 2026 collection?
For women, we are focusing on hipsters and bralettes with a four-way closure. For men, boxer briefs are the latest trend. We are planning to release more limited edition designs – some in collaboration with an internationally known artist from the surfing world. We are particularly looking forward to this.
What materials are you using? Any new ones?
On the one hand, we continue to use bamboo and cotton. In addition, of course, our AirLite fabric, which is made from a special, recycled polyester blend. This is particularly skin-friendly, super soft and quick-drying.
What colour palettes and graphics are you featuring in this collection? Any standout prints or collaborations you’d like to highlight?
We are very colourful again, but our new designs are a bit more abstract than last year.
How are you addressing sustainability?
By providing high-quality products that can be used for a long time and don’t quickly end up in the garbage. We also do this by using natural and recycled materials and by using green energy and sustainable packaging. Our product displays are also made of cardboard and/or wood, for example.
How are you supporting retailers to sell your men’s underwear?
We have fantastic honeycomb surfboard displays and cardboard counter stands that showcase the products in the right light with a super-appealing look and take up little space. We want our retailers to not only like our products, but also to be able to make good money with them. That’s why our calculations are as they are. In addition, our after-sales service is always friendly, fast and reliable.
Key Products:
Boxers D1:
Boxers D9:
Bralette Hipster D12:
Brand Previews
