The U.S. men's underwear industry is witnessing dynamic growth driven by evolving consumer preferences and product innovations. With increasing focus on comfort, style, and sustainability, the industry is adapting rapidly to expanding market opportunities and emerging market challenges, as reflected in recent market insights.
Market Size and Overview
The global U.S. Men's Underwear Market size is estimated to be valued at USD 8.21 billion in 2025 and is expected to reach USD 12.68 billion by 2032, exhibiting a compound annual growth rate (CAGR) of 6.4% from 2025 to 2032.
This growth is supported by rising disposable incomes, growing fashion consciousness, and the expansion of omni-channel retail strategies. U.S. Men's Underwear Market report highlights robust market revenue growth as brands capitalize on a shift towards casual and athleisure trends, which are influencing the men's underwear industry size and business growth.
Market Segments
The U.S. men's underwear market is primarily segmented by product type, distribution channel, and material.
- Product Type: Includes briefs, boxers, boxer briefs, and trunks. Among these, boxer briefs dominate the segment due to their versatility and increasing consumer demand for performance wear; they have shown a 7.2% growth rate in 2024, fueled by activewear trends. Trunks represent the fastest-growing sub-segment, reflecting a 9% increase in market revenue as younger demographics seek modern fits and innovative fabrics.
- Distribution Channel: Classified into online retail, specialty stores, and department stores. Online retail is the fastest-growing channel with a year-over-year increase of 12% in 2025, driven by digital consumption habits and enhanced user experience. Specialty stores remain dominant owing to product variety and personalized service.
- Material: Synthetic blends, cotton, and sustainable fabrics. Sustainable fabrics are a rising segment with over 15% growth reported in 2025, reflecting mounting demand for eco-friendly options. Cotton continues to maintain dominance due to consumer trust and comfort attributes.
Market Drivers
One significant market driver in 2024 was the increasing consumer shift towards sustainability and innovative fabric technologies. Regulations encouraging eco-friendly manufacturing alongside consumer demand have propelled companies to invest in organic cotton and recycled fibers. For instance, in 2025, products made using sustainable fabrics accounted for a notable 18% of market revenue growth, demonstrating clear market dynamics favoring green material adoption as a key market driver fueling the U.S. men's underwear market growth.
Segment Analysis: Product Type
Focusing on the product type segment unveils boxer briefs as the revenue leader in 2024, generating USD 2.1 billion through enhanced product features like moisture-wicking and anti-odor capabilities. Meanwhile, trunks have garnered rapid market growth demonstrated by their 9% CAGR due to their appeal among millennials emphasizing style and comfort. Case studies from leading market companies highlight that innovations in fabric blends and design customization have been pivotal for business growth within this segment.
Consumer Behaviour Insights
Recent consumer behavior studies from 2024 indicate three noteworthy shifts among U.S. men's underwear buyers:
1. Digital Consumption Habits: Over 45% of consumers now prefer to purchase underwear via online platforms, facilitated by improved virtual fit technology and direct-to-consumer marketing.
2. Pricing Sensitivity and Value Seeking: Surveys report a 30% increase in consumers opting for mid-tier pricing, balancing affordability with quality, altering product assortments toward value innovation.
3. Growing Demand for Customization: 2025 feedback highlights an increasing preference for personalized fits and fabric choices, with customization options driving a 10% uplift in repeat purchases across several top brands.
Key Players
The market companies actively shaping the U.S. men's underwear industry in 2024-2025 include Phillips-Van Heusen Corporation, Hanes Brands Inc., Jockey International Inc., Ralph Lauren Corporation, Levi Strauss & Co., American Eagle Outfitters Inc., Naked Brand Group Inc., Perry Ellis International Inc., HUGO BOSS, and Berkshire Hathaway Inc. (Fruit of the Loom). These players have focused on new product launches, capacity expansions, and regional digital penetration. For example, Hanes Brands expanded its production capacity for sustainable product lines in 2025, resulting in a 14% growth in market revenue within that year.
Key Winning Strategies Adopted by Key Players
A standout strategy was implemented by Ralph Lauren Corporation in 2024 when it integrated AI-driven design tools to personalize underwear fits, resulting in a 12% increase in consumer retention and significant uplift in digital sales. Additionally, Hanes Brands Inc. adopted circular economy initiatives by introducing take-back programs in 2025, enhancing sustainability credentials and consumer trust, and contributing directly to business growth in the U.S. men's underwear market. Another impactful approach came from Naked Brand Group Inc., which launched limited-edition athleisure-inspired collections targeted at Gen Z buyers, propelling a 9% jump in sales and expanding market opportunities in niche segments.
FAQs
Q1: Who are the dominant players in the U.S. Men's Underwear Market?
Key players include Phillips-Van Heusen Corporation, Hanes Brands Inc., Jockey International Inc., Ralph Lauren Corporation, Levi Strauss & Co., and Berkshire Hathaway Inc. (Fruit of the Loom), among others actively shaping market trends and revenue growth through product innovation and market expansion.
Q2: What will be the size of the U.S. Men's Underwear Market in the coming years?
The market size is projected to grow from USD 8.21 billion in 2025 to USD 12.68 billion by 2032, with a CAGR of 6.4%, driven by evolving consumer preferences and increased adoption of sustainable products.
Q3: Which product type holds the largest growth opportunity in the U.S. Men's Underwear Market?
Boxer briefs dominate in revenue share and are forecasted to maintain leadership, while trunks represent the fastest-growing product type due to shifting style preferences and fabric innovations.
Q4: How will market development trends evolve over the next five years?
Market trends indicate continued focus on sustainable fabrics, digital shopping experiences, and customization options, with online retail channels becoming increasingly critical in driving market revenue.
Q5: What is the nature of the competitive landscape and challenges in the U.S. Men's Underwear Market?
The landscape is competitive, with focus on product differentiation, sustainability initiatives, and tech integration. Key challenges include price sensitivity and supply chain constraints affecting raw material sourcing.
Q6: What go-to-market strategies are commonly adopted in the U.S. Men's Underwear Market?
Market players increasingly leverage digital marketing, direct-to-consumer channels, and innovations in sustainable fabrics, alongside personalized product offerings to capture market opportunities and enhance business growth.
Get More Insights On: U.S. Men's Underwear Market
Get this Report in Japanese Language: 米国の男性用下着市場
Get this Report in Korean Language: 미국 남성 속옷 시장
Read More Articles Related to this Industry: Pinko and the Dialogue Between Art along with Fashion
About Author:
Priya Pandey is a dynamic and passionate editor with over three years of expertise in content editing and proofreading. Holding a bachelor's degree in biotechnology, Priya has a knack for making the content engaging. Her diverse portfolio includes editing documents across different industries, including food and beverages, information and technology, healthcare, chemical and materials, etc. Priya's meticulous attention to detail and commitment to excellence make her an invaluable asset in the world of content creation and refinement.
(LinkedIn- https://www.linkedin.com/in/priya-pandey-8417a8173/)
Comments
0 comment