More Menswear Brands Diversify Into Underwear Production
Men’s underwear, in particular, is a lesser talked-about topic in the global underwear discussion. That's because popular brands such as Victoria’s Secret and Aubade often catered to women.
But times are indeed changing. Now, there are several brands targeted at men that are foraying into the underwear segment, putting emphasis on the fact that men’s underwear should be well-thought-out, not to mention, worth its price. According to The NPD Group, the men’s underwear market reached US$2.7 billion [$3.5 billion], realising a 3 percent increase in sales in 2014.
Even independent companies that usually focus on making one type of undergarment are expanding their product portfolios with underwear collections. For example, California-based start-up company, Stance, which made a fortune from manufacturing one-of-a-kind luxury socks, has announced it is adding male undergarments to its catalogue. CEO Jeff Kearl revealed to Wall Street Journal that Stance plans to produce men’s underwear, along with specialty stores specifically carrying it, in the next 12 months. Kearl will take quality control to the next level by adding that no two stores will be the same, and that each one will act as a “mini-laboratory” to determine what kind of underwear works best for consumers.
Famous denim house Levi’s has established itself as one of the go-to brands when it comes to jeans. Perhaps one of the most famous cultural stamps that the brand has left in the world is through Bruce Springsteen’s famous album cover, “Born In The U.S.A,” in which he was featured wearing the brand’s distressed jeans. Levi’s has always been associated with long-lasting, high-quality jeans, and its global president, James Curleigh, is revamping the brand with a wider selection of lifestyle apparel that includes underwear and socks. “Our marketing is imaged around lifestyle and not just jeans,” said Curleigh in a report by Business of Fashion.
What Your Underwear Choices Mean
Briefs are every man’s starting point when it comes to underwear. These days, briefs are viewed as something that should be confined to one's adolescent years. However, no man can deny the certain kind of comfort that briefs bring, that’s why it is still a common choice. Choosing briefs means not wanting to get out of a comfort zone, settling for what has been proven through time.
Fortunately for the traditional male, there are brands that offer briefs in its highest and most efficient quality. For instance, Naked Brand Group Inc.’s (OTCQB:NAKD) tailored luxury briefs are made of micromodal fabric for the best fit and support, with flat-lock stitching that eliminates bulky seams.
Then there are boxer shorts, those loose, sometimes wacky printed undergarments. Boxer shorts have been around since the 1930s and were referred to as “trunks” back then. But it was only in the 90s that the boxer shorts became a worldwide trend. Wearing boxer shorts may seem as juvenile as the cartoon characters printed on most of them, but according to a report by Scientific American in 2014, boxer shorts can influence a woman's decision to have sex. Boxer briefs also give men a "happy-go-lucky" appeal and charm.
The hybrid, boxer briefs is considered to be the safest choice for all men regardless of size, age or shape. The boxer brief reflects a sense of adventure and security, which makes it sexier. There’s just one major rule in wearing boxer briefs: considering proper length. "Long leg" boxer briefs can roll up. Trunks, a shorter type of boxer briefs, have a low-rise waistline and is deemed the right kind of length.
Like what people wear on the street, underwear choice is a huge identifier of personalities. Underwear may be something that you don under layers of clothing, but Eric Ding of the Cornell Daily Sun compares its style value to those of socks. “It’s perfectly fine to have normal ones, but it’s surely worth it to invest in some nice ones,” writes Ding.
To contact the writer: a.lu@ibtimes.com.au
