Men's underwear is no longer a basic item. In the next five years, it will reflect technology, health, and personal values. The days of buying underwear out of necessity with little thought to its origin or features are no more. A new group of male shoppers who are more aware and involved are making these changes happen.
This change is part of a larger trend where men are more focused on their personal health, self-expression, and being socially responsible when they buy things. There is a growing need for underwear that combines comfort, advanced features, and a good look. The global men's underwear market shows this trend, with expected growth from USD 40.3 billion in 2024 to over USD 58.4 billion by 2031, growing at a 5.5% annual rate.
This report from K&G Garment reveals the five pivotal trends that will define men's underwear between 2026 and 2031. It's a key guide for brands that want to create new products and for shoppers looking for advanced underwear.
The 5 Definitive Men's Underwear Trends (2026 - 2031)
Trend #1: Holistic Sustainability - The New Non-Negotiable
Sustainability in apparel has matured beyond single-point claims like "made with organic cotton." For the 2026–2031 period, the defining trend will be Holistic Sustainability. Sustainability in clothing now means looking at every part of a garment's life, from where its raw materials come from to how it is recycled. This is not just a small trend anymore; it is what customers expect and what new global rules require.
From 2026 to 2031, "Holistic Sustainability" will be the main trend for men's underwear. Consumers now expect sustainable practices at every stage of a garment's life, from the materials used to how it is recycled.
Why it's a Core Trend
This change is happening for two main reasons: (1) Younger generations (Gen Z and Alpha) want brands to be transparent and ethical to earn their loyalty. (2) New rules, such as the EU's plan for sustainable textiles, require companies to be responsible throughout their production process. Manufacturing countries like Vietnam must meet these standards to keep selling to important markets.
How Trend #1 Unfolds:
Material Innovation
The apparel industry is shifting towards recycled synthetic materials like polyester from plastic bottles and nylon from waste like fishing nets. This helps reduce landfill waste and ocean pollution, which appeals to consumers, and brands like Patagonia are adopting these materials.
Also, eco-friendly fibers such as TENCEL™ Lyocell, made from wood with minimal chemical and water waste, offer softness, moisture control, and natural antibacterial properties.
Textile dyeing is becoming more sustainable through waterless methods like CO2 dyeing and the use of natural, plant-based dyes. These natural dyes are biodegradable and often antimicrobial, providing a non-toxic look despite potential color consistency issues.
Production & Lifecycle:
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Greener Factories: Factories are becoming greener by using renewable energy and systems that reuse heat to reduce carbon pollution.
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Waste Reduction: Advanced manufacturing techniques such as seamless knitting are game-changers by making a whole garment in one step, reducing fabric waste.
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Responsible Chemistry: Companies are following standards such as ZDHC and OEKO-TEX® STANDARD 100, which protect workers, customers, and the environment.
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Ethical Labor and Packaging: Certifications like SA8000 are increasingly important for ensuring fair pay and safe workplaces. Additionally, the focus is moving from single-use plastics to recycled and recyclable materials for product packaging.
As consumers increasingly doubt vague "green" claims, proving a product's sustainable journey through traceability becomes crucial for trust. Supply chain tracking technologies are now a major advantage, serving as a marketing tool that builds loyalty and justifies higher prices for brands that can verify their claims.
Trend #2: Hyper-Performance Fabrics – Underwear as Equipment
Underwear is becoming more athletic. Because of the growing popularity of athleisure and a focus on health, men's underwear is changing from a basic item to active gear. Today's consumers want their underwear to do more than just cover; they expect it to perform well.
Why it's a Core Trend
The change in how people live has created this trend. Athleisure lifestyle creates demand for clothes that work for various activities, and underwear is the essential first layer for this. Advanced features such as managing moisture, controlling temperature, and preventing odors are now expected for everyday underwear, not just for athletes.
How Trend #2 Unfolds:
Active thermoregulation: Fabrics with this technology are not just breathable; they also control your body temperature. Graphene-Infused Fabrics, for example, use graphene to radiate heat to cool you or reflect body heat to keep you warm. Phase Change Materials (PCMs) also feature tiny wax capsules that absorb heat when you’re hot and release it when you’re cold, potentially reducing sweat by nearly half. These technologies are now used in underwear and linings from brands like Falke.
Permanent Odor Control: Silver-Ion Technology, used in treatments like Ionic+, adds silver to fabric fibers. When these fibers get wet from sweat, they release silver particles that stop odor-causing bacteria from growing. Since the silver is permanently in the fabric, it doesn't wash away, making the garment last longer as it needs less frequent washing.
Superior Stretch & Shape Retention: For an active lifestyle, underwear needs to stretch well and keep its shape. This is achieved with strong blends of synthetic fibers like polyester and nylon with a lot of spandex, providing excellent four-way stretch, durability, and a consistent fit even after many washes.
The Next Frontier: Integrated Biosensors: The next big thing is "smart textiles" with built-in biosensors. This means underwear can become a health tracker, monitoring things like heart rate, body temperature, and muscle activity. Brands like Myant, with its Skiin line, are leading the way in creating this kind of underwear that can track health data and even connect to smart home devices.
In the past, consumers often had to choose between clothing that performed well but was not sustainable, and eco-friendly options that lacked performance. Now, you can find high-performance recycled materials like nylon and polyester. Technologies that use natural materials can be combined with recycled fabrics, and odor-control treatments extend clothing life, saving water and energy. This means that the most innovative products can also be the most sustainable, providing great value and resolving a common dilemma for shoppers.
Trend #3: Ergonomic Engineering – The Science of Comfort
Even though performance is important, comfort is still the top reason men buy underwear. From 2026 to 2031, comfort will be more than just feeling soft; it will be a scientifically measured design. This trend is about designing underwear based on a deep, data-driven understanding of the male body and how it moves.
Why it's a Core Trend
This trend is happening because there is a chance to fix common comfort problems men have, like chafing or needing to constantly adjust their underwear. Also, new manufacturing technologies, especially seamless knitting, now allow for the creation of complicated, 3D garments that weren't possible to make in large quantities before.
How Trend #3 Unfolds:
This scientific approach to comfort is visible in three key areas of innovation:
3D Anatomical Pouch: This is a breakthrough in men's underwear design. Unlike flat designs, this ergonomic pouch is shaped to support and separate a man's anatomy. This greatly cuts down on skin rubbing and improves air circulation, making for a cooler, drier, and more comfortable experience. Brands like Ergowear have their MAX pouch for lift and support, Separatec offers a dual-pouch system for full separation, and BN3TH uses its Original 3D Pouch for comfortable lift and support.
Seamless Construction & Body-Mapping are key for comfort. Seamless Knitting creates entire garments without irritating seams, making them fit like a "second skin" and driving significant market growth. Body-Mapping, often used with seamless knitting, builds different fabric structures into one piece to meet specific body needs, like more breathable areas for heat zones or more supportive areas where needed, all without cutting or sewing.
No-Pressure Waistbands: Waistbands that do not cause pressure are a key innovation, as poorly made ones often roll, dig in, or lose elasticity. The industry is solving this by using wider bands made from high-quality elastic and spandex for even pressure and better stretch. They're also creating seamless or fabric-covered waistbands for a smoother, softer feel. New automated machines ensure precise, even attachment, preventing discomfort and rolling.
Ergonomic designs like 3D pouches and seamless garments require advanced, automated knitting machines. This technology reduces the need for manual labor, making production more feasible in countries with higher wages, and consumer demand for comfort drives this investment in technology.
Trend #4: The Rise of "Underwear-as-Outerwear"
The traditional rules for clothing are disappearing. From 2026 to 2031, men's underwear will become a visible part of personal style, not just something hidden. This "underwear-as-outerwear" trend is a major cultural change, driven by the comfort of working from home, streetwear fashion, and new generations changing fashion rules.
Why it's a Core Trend
This trend is driven by major cultural changes. The pandemic made comfort a top priority, blurring the lines between home, leisure, and public wear. Generation Z is leading this shift, breaking traditional fashion rules and using clothes for self-expression.
How Trend #4 Unfolds:
This trend is expressing itself in three distinct but related forms:
Premium Boxer Shorts as Outerwear: Boxer shorts, first made for athletes in 1925, are now being completely redesigned as "outerwear." Brands are making them suitable for visible wear by:
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Upgrading Materials: Brands are now using better materials like silk, high-quality Modal, and fancy cotton. These fabrics make underwear feel nicer and hang better than regular ones.
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Elevating Design: Designs are shifting from quirky prints to elegant patterns like pinstripes, refined checks, and solid colors. Also, practical features like side pockets, button flies, and premium, visible waistbands are being added.
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Premium & Luxury Adoption: This trend is not about cheap products. High-end brands like Versace, Sunspel, and Brooks Brothers are selling expensive boxer shorts that can be worn as stylish loungewear or beach shorts.
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Styling: This style is becoming part of modern fashion, seen in ways like boxer shorts peeking out from baggy jeans for a layered look, worn with an oversized shirt for a casual vibe, or as standalone shorts for quick trips out.
The Emergence of the Men's Bodysuit: Once limited to sports and dance, it is now becoming popular in mainstream fashion. They are practical because they keep shirts neatly tucked in, creating a smooth look. Brands like Omohonia and Timoteo are making stylish versions with unique cuts, mesh panels, and high-tech fabrics, making the bodysuit a trendy base layer to wear with jeans or under a jacket.
The Deliberately Visible Waistband: Moving beyond the '90s logo trend, waistbands are now a deliberate part of an outfit's style, not just a place for a brand name. Brands are designing waistbands to be seen, using special weaves, textures, and colors.
This trend is blending underwear, loungewear, and shorts into a new product type, opening up major new sales opportunities for brands. For instance, high-end boxer shorts can be sold at a much higher price than regular underwear, letting brands enter the profitable shorts and loungewear markets.
More broadly, men choosing to wear items like bodysuits and to show their underwear as a fashion statement indicates a big change in modern masculinity. This is similar to the body positivity movement in women's lingerie, showing a move towards more self-expression, body confidence, and rejecting old-fashioned rules. Brands that support this idea of confidence and fashion freedom will connect much more deeply with their customers than those focused only on function.
Trend #5: The Data-Driven Purchase – Hyper-Personalization & D2C
The biggest change in men's underwear is not just about the product, but how you find, buy, and own it. More and more, people are buying directly from brands online (Direct-to-Consumer or D2C), a market expected to grow by over 20%. This means brands are changing how they connect with customers. From 2026 to 2031, buying men's underwear will be a very personal experience, guided by data about your preferences.
Why it's a Core Trend
This marks a major shift in retail. Brands are increasingly selling directly to customers online (D2C), cutting out middlemen. This gives them two key benefits: they control their brand image completely, and they get direct access to valuable customer information like browsing history, purchases, and feedback. This data helps them personalize experiences and become more efficient.
How Trend #5 Unfolds:
Curated Subscription Models: Underwear subscription services, such as VIP Men's Underwear Club and Stance, are now more than just about getting new underwear regularly. They offer a tailored experience, including discounts, early access to new styles, and choices picked just for you. For brands, this means a steady income and valuable information about what customers like over time.
AI-Powered Sizing & Fit-Finding: A major problem with buying clothes online is not knowing if they will fit, which causes up to 40% of returns for underwear and lingerie.
New AI tools like Easysize and Prime AI are fixing this. Instead of just using size charts, these systems use smart computer programs to look at a brand's product sizes, past sales and returns, and customer information (like height, weight, and how they like other brands to fit). This helps them suggest very accurate sizes.
On-Demand Customization & Manufacturing: Thanks to data and efficient manufacturing, brands that sell directly to consumers can now offer highly personalized products. Customers can pick colors, waistband styles, or even add their photos, and brands do not need huge warehouses of inventory.
This works by using customer feedback and online behavior to spot small trends quickly. Brands can then produce small batches of new designs to "test" them, only making more of what sells well. This method greatly cuts down on excess production, waste, and unsold goods.
The fashion industry will shift to smaller, AI-driven collections released frequently, requiring on-demand production. AI sizing tools will be crucial for online sales; brands not using them will face higher returns and reduced sales.
Conclusion
The five major trends for men's underwear from 2026 to 2031—including overall sustainability, high performance, smart design, blurring the lines between underwear and outerwear, and data-driven purchasing—are all connected. They show that future underwear will be very personal, high-tech, and made ethically. It will fit seamlessly into a man's life, values, and body. The best underwear in the coming decade will be valued for its comfort, performance, and sustainability, not just its low price.
Strategic Recommendations for Market Leadership
To be leaders in this changing market, brands must focus on offering value instead of just low prices. This means they need to commit to:
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Investment in R&D: Brands absolutely must invest in research and development. This means they need to focus on new materials, special fabric treatments, and designs that are comfortable and fit to create products that stand out.
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Authentic Brand Storytelling: To attract customers who care about values, brands must tell a story that proves their commitment to sustainability, high quality, and ethical manufacturing.
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Leveraging Data for a Superior Experience: To give today's customers the personalized and smooth shopping experience they want, brands need to invest in their D2C systems and analyze data effectively.
For most brands, especially new online businesses and established ones looking to innovate, achieving these goals is very difficult. It is complicated to find sustainable materials, use advanced knitting technology, and keep the supply chain flexible. Therefore, success will depend on choosing a trustworthy and skilled manufacturing partner.
Call to Action
To consumers: Be selective. The future of underwear is here, so demand products that prioritize your comfort, health, and values.
To brands: Are you prepared to lead in men's innerwear for the next decade? The trends are obvious, but turning them into reality is crucial. K&G Garment can be your partner, offering expertise in materials, design, and sustainable production to help you achieve market leadership. Check out our lingerie market report for the next 5 years to get a better picture of the landscape, as well as the opportunities and challenges for you.
Contact K&G Garment today to start weaving the future of your brand.
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E-mail: manufacture@kgvietnam.com
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Telephone/WhatsApp: (+84) 888969887
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