TOP 5 Men's Underwear Trends for 2025 in the US - Quality Starts from Within

The men's underwear market in the United States is experiencing robust growth and transformation. Valued at an impressive USD 8.21 billion in 2025, the sector is projected to expand at a compound annual growth rate (CAGR) of 6.4% through 2032. Increasingly, underwear is recognized as a crucial purchase influencing not just daily comfort, but also health, self-confidence, and even the overall success of an outfit. Men are moving beyond the purely functional, seeking underpinnings that align with their evolving lifestyles, personal values, and sophisticated style sensibilities.

The men's underwear market is becoming a fascinating intersection where broader societal and fashion currents converge. The trends we observe—from the rise of sustainable materials to the integration of smart technologies and the appreciation for understated luxury—are reflections of larger movements. This understanding underscores that the choices men make about their most intimate apparel are increasingly informed and intentional, viewing underwear as a component of their overall wellness and self-care routine. The "Quality Starts from Within" ethos, therefore, extends beyond the product itself to encompass the quality of consumer choices and their wider implications.

Top 5 Men's Underwear Trends for 2025: At a Glance

1. The Unstoppable Rise of Sustainable & Breathable Comfort

The movement towards sustainable and breathable underwear is far more than a fleeting fad; it represents a genuine and burgeoning consumer demand within the US market. The global Ethical Fashion Market, a testament to this shift, is projected to reach USD 8.58 billion in 2025, with a robust CAGR of 6.5% anticipated through 2030.. In the US, sustainable apparel is witnessing an estimated annual growth of 11.3%. This momentum is fueled by an increasingly eco-conscious consumer base that actively seeks transparency, ethical production methods, and materials that are kind to both their skin and the planet. The philosophy of "Quality Starts from Within" is particularly resonant here, as sustainable and breathable fabrics often translate directly to enhanced skin health, superior comfort through better air circulation and moisture management, and the intrinsic satisfaction of making an ethically sound purchase.

Star Sustainable Materials & Their Benefits:

The pursuit of sustainable comfort has led to the prominence of several key materials:

• Organic Cotton: A cornerstone of sustainable underwear, organic cotton is cultivated without the use of harmful pesticides or synthetic fertilizers. Brands often seek GOTS (Global Organic Textile Standard) certification, which ensures stringent ecological and social criteria throughout the supply chain. Its benefits are manifold: exceptional softness, inherent breathability, and hypoallergenic properties, making it ideal for sensitive skin and reducing the likelihood of irritation. 

• Bamboo (Viscose/Rayon): Derived from the fast-growing bamboo plant, this material is lauded for requiring less water and fewer pesticides in its cultivation compared to conventional cotton. Bamboo-derived fabrics are celebrated for their luxurious softness, often likened to silk or cashmere, excellent breathability, and impressive moisture-wicking capabilities. Furthermore, bamboo often possesses natural antibacterial and odor-resistant qualities, contributes to thermal regulation, and can offer UV protection. While the sustainability of bamboo is high at the cultivation stage, the process of converting it into viscose can involve chemicals. 

• Tencel (Lyocell and Modal): These fibers are produced from sustainably sourced wood pulp, primarily eucalyptus and beech trees, often through environmentally responsible closed-loop processes that recycle water and solvents. Lyocell is particularly noted for its eco-friendly production. Both Lyocell and Modal are prized for their exceptional softness, breathability, effective moisture-wicking, and inherent gentleness on the skin, making them biodegradable and a luxurious choice. Modal is also recognized for its excellent color retention and durability. 

• Recycled Materials: A significant stride in reducing textile waste and dependence on virgin resources involves the use of recycled polyester, often marketed under brand names like REPREVE (made from plastic bottles), and recycled nylon, such as ECONYL (regenerated from fishing nets and other nylon waste).

• Other Plant-Based Innovations: While materials like pineapple leather (Piñatex), apple leather, and mushroom leather (Mylo) are more commonly associated with outerwear and accessories, hemp stands out as a durable and eco-friendly fiber increasingly used in undergarments.

The "halo effect" of sustainable underwear is noteworthy. When consumers make a conscious choice for such an intimate garment, driven by ethical and wellness considerations, this decision often influences their purchasing habits for other apparel and lifestyle products. Brands that authentically market sustainable underwear can cultivate profound loyalty that transcends this specific category. In this context, "Quality Starts from Within" extends to the quality of consumer choices and their positive ripple effects.

Moreover, breathability itself is emerging as a new hallmark of luxury. Many of these eco-friendly fabrics, by their very nature, offer superior airflow and moisture management. As comfort remains a paramount driver for consumers, this focus on superior tactile experience and physical well-being elevates these functional properties to a luxury status. The "quality" is thus defined not just by brand prestige but by the tangible daily experience of how the fabric feels and performs against the skin.

Some notable brands in their use of ethically sourced materials are Aristino, Everlane, TBô, CDLP, Calvin Klein's CK Eco line, and Patagonia

Table: Sustainable Fabric Showcase

2. Smart & Multifunctional – Underwear That Works For You

The contemporary man expects his undergarments to perform beyond providing basic cover. The 2025 US underwear market is witnessing a surge in "smart" and multifunctional designs that cater to active lifestyles and prioritize all-day well-being. This trend predominantly revolves around intelligent design and advanced material science. The "Quality Starts from Within" mantra is exemplified by underwear that actively contributes to physical comfort, confidence, and optimal performance, effectively becoming a partner in the wearer's daily life.

Pouch Revolution: The Core of Modern Underwear Engineering

At the heart of this smart and multifunctional trend is the evolution of the underwear pouch. No longer an afterthought, pouch design is now a sophisticated field of engineering focused on providing ergonomic and anatomical support. The primary goals are to enhance comfort by reducing friction and chafing, improve support, promote cooling through separation, and offer a more natural and secure fit. 

The proliferation of pouch designs, from dual pouches to anatomically shaped hammocks, indicates this feature is transitioning from a niche offering to a mainstream expectation, particularly for consumers prioritizing anatomical correctness and superior comfort. This reflects a broader societal shift where men are actively seeking solutions tailored to their specific physical needs, reinforcing the "Quality Starts from Within" concept through tangible improvements in physical well-being.

Advanced Fabric Technologies for All-Day Well-being:

Beyond structural innovations, the materials themselves are becoming smarter:

• Adaptive Thermoregulation: The quest for optimal temperature control is a significant driver. Technologies like HeiQ Smart Temp, 37.5 Technology, and Uniqlo's AIRism employ advanced fibers or treatments. These include Phase Change Materials (PCMs) or microcapsule technology that actively respond to body temperature, absorbing excess heat when the wearer is warm and releasing it when cool, or providing on-demand cooling effects. 

• Odor Resistance & Antimicrobial Properties: Odor resistance and antimicrobial properties are key for active individuals. Innovations like silver ions (Mack Weldon's Silver XT2 with Ionic+), copper, and zinc oxide are used to inhibit bacterial growth. Natural solutions such as tea tree oil, citrus extracts, and bamboo or merino wool are popular, eco-friendly options. HeiQ Fresh and HeiQ Pure are also notable technologies.

• Moisture-Wicking & Quick-Dry Capabilities: A fundamental feature for modern performance and comfort, moisture-wicking fabrics draw sweat away from the skin, while quick-dry properties ensure the garment doesn't stay damp. This is prevalent across most performance lines and many sustainable fabric options, including polyester, nylon, modal, bamboo, and Tencel.

• Seamless Construction & 3D Knitting: To achieve a "second-skin" sensation, reduce chafing, eliminate visible underwear lines (VPL), and enable targeted compression or ventilation zones, brands are increasingly adopting seamless construction and 3D knitting techniques. Uniqlo's AIRism Ultra Seamless line is a prime example, utilizing bonding processes rather than traditional stitching. 

The rise of these "invisible upgrades" signifies a shift in consumer priorities. Men are increasingly seeking functional enhancements that integrate discreetly into their daily lives, prioritizing tangible comfort and performance over overt displays of technology or athleticism. This subtle form of "smart" aligns with a desire for personal experience enhancement, where the quality is felt rather than necessarily broadcast.

3. Quiet Luxury – The Art of Understated Elegance

In a distinct departure from the logomania and ostentatious branding that characterized previous fashion cycles, 2025 sees the ascent of "Quiet Luxury" in men's underwear. This trend is not merely about minimalism; it represents a conscious investment in superior quality materials, timeless design, meticulous craftsmanship, and refined comfort that endures beyond fleeting fads. 

The "Quality Starts from Within" philosophy finds a perfect echo here, as the focus shifts to the intrinsic value and sensory experience of the garment itself. This movement prioritizes pieces that exude refinement without overtly showcasing wealth, aligning with a growing appreciation for conscious consumption and enduring style.

Defining Characteristics of Quiet Luxury in Underwear:

• Premium Materials: The foundation of quiet luxury lies in the choice of exceptional fabrics. This includes the finest cottons like Supima and Pima, known for their extra-long staples that yield softer, stronger, and more durable yarns. Luxuriously soft and breathable materials like MicroModal and Tencel (Lyocell and Modal) are also hallmarks, offering silk-like smoothness and excellent moisture management. Even fine merino wool and pure silk find their place in this elevated category.

• Refined Design & Meticulous Construction: The aesthetic leans towards timeless minimalism, characterized by clean lines, classic silhouettes, and an absence of superfluous embellishment. Construction details like no-pinch or no-roll waistbands, flatlock or seamless finishes, and tag-free designs are paramount for an irritation-free experience.

• Subtle or No-Logo Branding: In quiet luxury, the craftsmanship and material quality speak for themselves. Branding, if present, is discreet – perhaps a tonal embroidery or a refined, minimalist logo on the waistband, rather than conspicuous displays.

• Durability and Longevity: These are not disposable items but investment pieces designed to withstand wear and washing, maintaining their integrity and comfort over time.

The Appeal: Investing in Inner Confidence and Lasting Value

The rise of quiet luxury in men's underwear reflects a broader societal shift away from the ephemeral allure of fast fashion and overt logomania towards an appreciation for enduring quality and personal comfort. This trend embodies the "Quality Starts from Within" ethos by emphasizing how premium, understated undergarments contribute to a profound sense of personal luxury, confidence, and well-being that is independent of external validation. It is about the intimate experience of quality against the skin and the assurance of garments built to last. This discernment translates into a more mindful consumer who values substance over spectacle, seeking pieces that offer intrinsic satisfaction rather than just brand recognition.

US Market Examples of Quiet Luxury Underwear:

Several brands available in the US market exemplify the quiet luxury trend in men's underwear:

• CDLP: This Stockholm-based brand has quickly established itself as a purveyor of "luxe, cool-guy underwear". CDLP utilizes Tencel Lyocell, celebrated for its natural softness, breathability, and durability. Their design philosophy centers on sleek, streamlined cuts and minimal branding, often featuring a signature yellow packaging that is recognizable yet understated.

• Hanro: A Swiss luxury brand with a rich heritage dating back to 1884, Hanro is often considered a "gold standard" in elevated undergarments and loungewear. They are renowned for their meticulous craftsmanship and use of premium materials, including the finest Pima and Egyptian Giza cottons, fine Swiss cotton yarns, and top-tier Merino wool, often mercerized for enhanced durability and an ultra-soft feel.

• Sunspel: This British heritage brand, founded in 1860, began as an undergarment manufacturer and is celebrated for its "high-quality, no-fuss underwear". Sunspel is particularly known for its ultra-soft, long-staple cotton and was instrumental in introducing the boxer shorts to Britain in 1947, a design they still produce to original specifications.

The common thread among these brands is a dedication to superior materials, thoughtful design that prioritizes comfort and fit over fleeting trends, and branding that whispers rather than shouts. This approach resonates with a growing segment of US consumers who seek enduring value and a more personal, intrinsic sense of luxury in their foundational garments. The very essence of "Quiet Luxury" is that the most profound statements are often made with the least noise, allowing the quality of the garment and the confidence of the wearer to take center stage. 

4. Expressive Styles & Transformed Patterns – Personality in Every Layer

While quiet luxury champions understated elegance, a parallel and equally significant trend for 2025 sees men's underwear becoming a vibrant canvas for self-expression through bold colors and diverse patterns. The notion that underwear should be purely utilitarian and unseen is rapidly fading. Instead, it's embraced as an opportunity for men to inject personality, playfulness, and even a touch of rebellion into their daily attire, reflecting a broader cultural shift towards individualism. This trend aligns with "Quality Starts from Within" by acknowledging that feeling good in one's skin extends to the joy and confidence derived from wearing something that truly reflects one's taste.

The Color Revolution: Beyond Basic Hues

The days of men's underwear drawers being a monotonous sea of white, black, and grey are numbered. While classic neutrals will always have their place for their inherent versatility and elegance, 2025 sees a confident stride towards bolder and more expressive color palettes.

• Vibrant Solids: Expect to see "calming reds and booming blues", alongside vivid greens, and even metallics like silver, gold, and bronze, making a statement. The significance of these choices often ties to mood and confidence, with red, for instance, being associated with energy and passion.

• Earthy & Pastel Tones: Alongside the bold, there's an appreciation for more subdued yet sophisticated earthy tones like browns, beiges, and taupes, which offer warmth and a natural appeal. Pastel palettes, featuring shades like strawberry, lemon, pistachio, and lavender, are also making a splash, particularly in summer collections, bringing a fresh and light-hearted feel.

The Pattern Play: From Classic to Contemporary

Patterns are no longer confined to traditional checks and stripes. The 2025 landscape is rich with diverse motifs:

• Geometric & Abstract Designs: These are making a significant comeback, offering a modern and often eye-catching aesthetic. 

• Floral Prints: Continuing their bloom in menswear, floral patterns are appearing in men's underwear, adding a touch of elegance and playfulness. These can range from subtle botanical sketches to bold, oversized floral motifs, often in vibrant hues.

• Conversational & Novelty Prints: Reflecting a desire for fun and individuality, underwear featuring unique, quirky, or even humorous prints (like the avocado toast example or animal prints) is gaining traction. This allows men to express their personality in a more private yet impactful way. 

• Transformed Classic Patterns (Stripes & Plaids): Classic stripes and plaids are not disappearing but are being reinterpreted for a contemporary audience.

• Stripes: Seen in various iterations from classic thin pinstripes to bolder, multi-colored versions. The trend includes variations in stripe width and color combinations, moving beyond traditional navy and white.

• Plaids & Checks: These patterns are also being modernized. Expect to see sun-washed color palettes for summer plaids in lightweight fabrics like seersucker, poplin, and linen. The scale can vary from micro-gingham and mini-checks to bolder, oversized checks and tartans. 

The driving force behind this explosion of color and pattern is a growing desire among men for self-expression and individuality. Underwear, though often unseen, becomes a personal statement, a way to embrace fun, and a subtle confidence boost. This trend is particularly driven by younger demographics like Gen Z and Millennials, who view underwear as an extension of their fashion.

This embrace of expressive styles is further amplified by the rise of Direct-to-Consumer (DTC) brands, which often leverage social media and influencer marketing to showcase unique designs and connect with consumers seeking novelty and personalization. The ability to offer customizable options, such as personalized prints or monograms, is also becoming a key differentiator in this expressive market segment.

5. Modernized Classics – The Enduring Appeal of Briefs & Boxers, Reimagined

While innovation drives new silhouettes and high-tech features, 2025 also marks a significant resurgence and modernization of classic men's underwear styles, particularly briefs and traditional full-cut boxers. This isn't merely a nostalgic nod to the past; it's a sophisticated reinterpretation that infuses timeless silhouettes with contemporary fabric technologies, improved anatomical fit, and enhanced comfort and performance features. 

The "Quality Starts from Within" principle is vividly illustrated here, as familiar forms are elevated to meet the heightened expectations of the modern consumer.

The Brief Comeback: Support Redefined

Once a dominant style, particularly from the 1930s through the mid-20th century, with innovations like Jockey's Y-Front brief in 1935, briefs are experiencing a significant revival. This isn't a return to the basic "tighty-whities" of yesteryear; modern briefs are being redefined with innovative materials like bamboo, Tencel, and advanced cotton blends, offering superior softness, breathability, and moisture-wicking capabilities.

• Ergonomic Enhancements: A key factor in their renewed popularity is the incorporation of modern design features, such as contoured and bulge-enhancing pouches. These provide better anatomical support, reduce squashing, and offer a more flattering silhouette. 

• Improved Comfort Technologies: Modern briefs often feature no-roll or no-pinch waistbands, tag-free designs, and seamless or flatlock seam construction to minimize irritation and maximize all-day comfort.

• Style Statement: The contemporary brief is viewed as a bold statement of personal style and preference, moving away from being merely a hidden functional garment.

• High-Waisted Briefs: Beyond shapewear, there's an emerging interest in high-waisted brief styles that offer more coverage and a retro aesthetic, now crafted with modern, comfortable materials.

The Enduring Boxer Short: Looser Fit, Elevated Feel

Traditional full-cut woven boxer shorts, a style popularized in the mid-20th century (with roots tracing back to Jacob Golomb's Everlast designs in 1925), are also being reimagined for the 2025 US market. The key is enhancing their inherent comfort with better materials and construction:

• Premium & Performance Fabrics: While classic cotton remains, it's often upgraded to Pima or Supima cotton for superior softness and strength. Blends incorporating modal, Tencel, or even performance synthetics like polyester and spandex are introduced to improve moisture-wicking, breathability, and add stretch for better movement and shape retention. 

• Improved Construction & Fit: Modern boxers often feature more tailored (but still relaxed) fits to reduce bagginess and bunching under clothes. Waistbands are designed for comfort, often covered or made from softer elastic that doesn't pinch or roll. Some designs incorporate stretch gussets for enhanced flexibility.

Brands Leading the Revival: Mack Weldon, Sunspel, Polo Ralph Lauren, Calvin Klein, Hanes, Lululemon, J.Crew, and Uniqlo.

This modernization of classic styles demonstrates that enduring silhouettes can remain relevant when thoughtfully updated to meet contemporary demands for comfort, performance, and a refined aesthetic. It’s a testament to the idea that true quality often lies in perfecting the familiar, ensuring that the foundational elements of a man's wardrobe provide an unparalleled starting point for his day.

Conclusion: The Inner Layer as a Statement of Quality

The men's underwear landscape in the US for 2025 is a testament to the evolving priorities of the modern man. No longer a mere necessity, underwear has ascended to become a fundamental component of personal style, comfort, and even well-being. The overarching theme, "Quality Starts from Within," resonates deeply across all five key trends.

In essence, the 2025 men's underwear market in the US is one of sophisticated evolution. It's a market that understands true style and confidence are built from the inside out, where the quality of the first garment donned sets the tone for the entire day. The discerning consumer is no longer just buying underwear; he is investing in comfort, performance, sustainability, and a personal sense of luxury that begins with the most foundational layer.