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Let’s Hear It For The Boys: 7 Noteworthy Men’s Underwear Brands

Under Underwear

Men’s underwear is often an overlooked category in the world of fashion. But as the fastest growing portion of the menswear market with an expanding selection of cutting edge and innovative styles to choose from, it is safe to say this category is quickly evolving to new levels. Underwear designers are branching out and utilizing unique styling details like print, color, silhouette, fabric, and technology in fresh and clever ways to appeal to today’s fashionable man with a penchant for style and some cash to burn.

One of the reasons for this growth is recent customer demand due to the lack of stylish skivvies in years past. Fashion is cyclical, and we are approaching a dawn of self-expression through dress. Whether it’s funky colored hair, neon accents, or retro throwbacks, personal style is on the rise. We are seeing an increase in risk-taking throughout all genres of fashion as stylish people embrace and flaunt their individuality. And for those who are hesitant to expose that part of their persona for whatever reason, underwear can become the perfect medium to express themselves.

We know by now that lingerie has the ability to transform its wearer. It can help boost sensuality, confidence, and creativity, as only they are privy to what lies beneath. And men are no exception. New niches that would have been laughed off the runway a few years back are not only available to the masses today, but for the most part have been well received by their customers. The fitted brief is beginning to trend again (tighty whiteys!) while shapewear for men is blowing out at certain retailers. Enhancement styles are no longer just for women and come in an array of styles, sizes, and options — as do extended sizes, solution wear, and luxury fashion underwear.

We are also seeing indications of a movement away from the beefed up, oiled down vision-of-perfection models of years past. While the public (or myself) may never tire of ogling Mark Wahlberg or David Beckham in all their glory, some brands are opting for a more realistic, relatable approach. The hope is that everyday-looking guys modeling their wares will set a much less intimidating atmosphere for the consumer than the previous washboard abs and over-bulging groins we’ve become accustomed to. Only time will tell if this new marketing scheme will be profitable, but I for one welcome the sentiment, being an advocate of using realistic-looking models in the women’s industry as well.

With all the new brands and fashion options popping up, it’s hard to choose just a few to focus on, but here are some noteworthy brands that have garnered some buzz with their unique functions and appeal.


When the original creator of 2(x)ist underwear relinquished his post in 2005, the competing C-IN2 label was born. This edgy line of men’s underwear is fashion forward and focuses on comfort and wearability. One of their more unique offerings is the Personal Fit Factor Brief designed for men of all sizes. The shower brief (as in “show off” rather then something you wear while bathing) is designed specifically for men who are considered more well-endowed then their average counterparts. The front compartment contains a hidden inside pouch with special pleating detail allowing for extra room where it’s needed most. The inside pouch is also meant to hold those special areas in place for increased comfort and support.


Shapewear for men is not considered a new category in the market these days, as many brands have taken on the challenge of streamlining midriffs of non-supermodel men. But shapewear takes on a new meaning with the Core Precision Collection from Equmen. Not only do these compression undershirts, tanks, and tees help sculpt the torso, camouflaging beer bellies and love handles, they take it one step further. Each undershirt is built with body response technology that helps reinforce and strengthen the core, improving posture while supporting the shoulders and back. The seamless manufacturing and extra ventilation help make the pieces flexible and easy to wear without the threat of chafing or pinching.

Bubbles Bodywear

No butts about it: perky, rounded bubbles are hot right now on men and women and the range of lifters, pads, and implants are proof of the extremes people are willing to go to attain them. While many brands offer the bumped-up look, The Jackpot! Brief from Bubbles Bodywear is a convenient choice with both removable padding in the rear and the front — so the wearer can adjust where and when they want that extra cushion. Customers can also choose from foam or silicone pads of varying thickness to build their bums to suit any taste or preference.

Under Underwear

Looking for something a little less flashy and complex yet still contemporary and refined? Under Underwear offers luxury basics with sophisticated, utilitarian touches, as seen on the Parker Boxer Briefs shown above. The focus is always on the premium fabrics, as well as the attention to details like logo patches made out of cork and simple buttons made out of corozo nut. Whether you go with boxers, briefs, union suits, or granddads, Under Underwear feels masculine, tasteful, and luxurious.


Yes, pretty and feminine lingerie does exist for men too! Australian label HommeMystere has made headlines for bringing that flirty, girly look to the menswear market with fits and sizes specifically for the male build. The Fun Teddy shown above is just one of the many styles offered. They also carry lace-trimmed bras, sexy hosiery, and an array of panties. The products are being marketed to any and all guys, regardless of their sexual preference. Many of the campaign photos depict men playing around with their girlfriends for a little bit of frisky fun in the bedroom.

Tommy John

Performance underwear takes on a whole new meaning with Tommy John’s 360 Sport Trunk. These boxer briefs are like the MacGyver of men’s underwear with multiple features designed to keep you cool, comfortable, and dry during high impact activity. The contoured pouch offers support and comfort, while the quick draw fly is designed for easy access when you need it. The micro modal fabric is designed to move with you and stay put with targeted mesh inserts to wick moisture away from the body. The anti-odor technology is an added bonus when the heat is on, and the utility pocket is the cherry on top, claiming to hold everything from keys to an iphone.

Andrew Christian

And I would be remiss not to talk about frontal enhancement (which many men long for). Padded and shaped bulges are a popular added detail in men’s underwear, with high-profile labels jumping on the bandwagon. The Shock Jock Racer Boxer by Andrew Christian is a unique enhancing boxer brief, utilizing a foam shaping cup to provide that coveted bulge, giving the illusion of an added 2” in length. The pad is removable if needed, and is molded to create a blatant yet realistic look. Replacement pads are also available for purchase in multiple colors, with or without the anatomically correct mold.

What is your take on the new crop of men’s underwear? Do you feel that any niche is still being neglected by the industry today?


Lingerie designer and founder of WonderLust Lingerie. I specialize in fashion and trend pertaining to lingerie, sleepwear, hosiery and everything in between. I believe that the right kind of underwear can change your entire outlook for the day so finding a balance between fashion and function is key.

7 Comments on this post

  1. Scott says:

    One thing I REALLY wish men’s underwear makers would stop doing is putting huge logos on the waist band. I simply won’t buy a pair with giant honking letters there. Just wrong and totally distracting. It’s hard to find a pair without them.

    • Cora Cora says:

      Thanks for sharing that perspective! :-D

    • drexciya says:

      Totally agree on that. I really don’t understand that it’s a given that you don’t show the brand name in lingerie for women, but it’s obnoxiously visible in underwear for men. Just like with you, I simply refuse to buy underwear that has that “feature”.

  2. Bella W. says:

    Out of all these types of mens underwear my favourite is the Bubbles Bodywear make! I do prefer mens boxers to briefs or any other type of mens underwear.

  3. Philippe says:

    One of my favorite is Mundo Unico

  4. Avigayil says:

    I love the boxers that Damaris makes for men as well. :-)

  5. Annmarie says:

    Thank you very much for this post. Those of you who may have read my past comments and posts on this fine blog will not find it very surprising that the one brand that got most of my attention is HommeMystere, the one that brings “that flirty, girly look to the men’s wear market”.
    It was interesting to see the video news clips posted on their website and how TV anchors are so uncomfortable with it they just can’t stop giggling nervously. But as the woman who attended the Las Vegas show and is interviewed in this clip: http://www.fox5vegas.com/video?clipId=8802369&autostart=true
    rightfully observed, based on conversations she had with real people, this phenomenon is much more common then being acknowledged and is enjoyed by both men and women regardless of their sexual orientation.

    The site blog is attempting to answer the question of why this is happening as well as providing advice and education to all:

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