Top Cotton Underwear Brands for Ultimate Comfort and Style

When it comes to comfort and breathability, cotton underwear remains a popular choice for many. Known for its natural softness and hypoallergenic properties, cotton is a fabric that offers both comfort and practicality. Several brands have emerged at the forefront, recognized for their quality and comfortable cotton underwear offerings. From well-established names to niche designers, we've compiled a list of some of the best options available. Explore our picks below to find the perfect fit and style for your everyday needs.

Illustration of cotton underwear

Best brands of cotton underwear in 2025

Calvin Klein

Calvin Klein is a prominent player in the men's underwear market, particularly known for its high-quality cotton underwear. In 2022, cotton fabric underwear held the largest market share of around 68.6%, and Calvin Klein's products are favored for their comfort, breathability, and durability. The brand's Autumn 2022 campaign highlighted its commitment to using premium fabrics. With a significant global presence, Calvin Klein's revenue from its brands amounted to about 3.9 billion U.S. dollars in 2023. The brand's boxer briefs, which held a market share of around 33.6% in 2022, are especially popular for their snug fit and comfort. For more insights into the men's underwear market, please visit the Grand View Research report.

Hanes

Hanesbrands is a leading producer of cotton underwear, dominating the market with a significant share. In the global men's underwear market, Hanes holds a 7.5% share, up from 6.2% in 2014, and in North America, it commands a 36.0% market share of the $6.2 billion men's underwear market. Cotton fabric underwear, which Hanes specializes in, held around 68.6% of the market share in 2022 due to its comfort, breathability, and durability. The company's international segment has also seen substantial growth, with revenue increasing by 5.98% year-over-year in some quarters, driven by strong consumer demand. Hanes' high volume production allows it to negotiate favorable prices with suppliers, contributing to its high profit margins. You can find more information about their products on their official website.

Fruit of the Loom

Fruit of the Loom is a leading producer of cotton underwear, known for its high-quality and comfortable products. In 2022, cotton fabric underwear, predominantly from brands like Fruit of the Loom, held around 68.6% of the market share due to its soft, lightweight, and breathable properties. The brand, now a part of Berkshire Hathaway Corporation since its acquisition in 2002, has regained its prominence in the global underwear market. Fruit of the Loom's products are favored for their durability and comfort, making them a preferred choice among consumers. The brand's strong market presence is further enhanced by its wide distribution and recognition, with a brand recognition of 98% in some markets. For more information on their offerings, visit Fruit of the Loom's official website.

Jockey

Jockey International Inc. is a leading producer of men's underwear, particularly renowned for its high-quality cotton products, which held a significant market share of around 68.6% in 2022 due to cotton's comfort, breathability, and durability. The brand has seen a strong presence in the Asia Pacific region, especially in India, where it is increasing its regional presence to cater to the growing demand for premium underwear. Despite a 4.0% decline in revenue from underwear sales in India from 2019 to 2020, Jockey is expected to recover and contribute to the market's growth, driven by the rising demand for sports and functional underwear among millennials. Jockey's commitment to comfort and hygiene aligns with consumer preferences, making it a preferred choice in the men's underwear market. The brand is part of a market expected to grow at a CAGR of 5.4% from 2023 to 2030. For more information about their products, visit Jockey's official website.

Uniqlo

Uniqlo is renowned for its high-quality and innovative underwear, although it is more notable for its synthetic blends rather than cotton. The Uniqlo Airism boxer briefs, for example, are made from 86% polyester and 14% spandex, offering quick-drying and moisture-wicking properties ideal for athletic pursuits. Despite not being made of cotton, these boxer briefs are highly praised for their comfort and performance. Uniqlo's global success is evident, with the brand achieving record revenues and profits, such as a 9.9% year-on-year increase in revenue to Y=890.4 billion in FY2023. Uniqlo's commitment to innovation and customer-centric culture has positioned it as a leading global fashion retailer.

Tommy Hilfiger

Tommy Hilfiger, as part of the PVH Corp., is a renowned brand known for its high-quality and comfortable apparel, including cotton underwear. The brand, which was acquired by PVH Corp. in 2010 for $3 billion, has a strong global presence with over 2,000 retail stores and a significant online presence. Cotton fabric underwear, in general, holds a large market share, with cotton products making up around 68.6% of the men's underwear market in 2022 due to their soft, lightweight, and breathable properties. Tommy Hilfiger's commitment to quality and comfort aligns well with consumer preferences for cotton underwear. The brand's revenue has seen growth, with a notable increase in sustainable product sales, which contributed 25% to the overall sales growth in Q1 2024.

MeUndies

MeUndies is a leading brand in the sustainable fashion sector, renowned for its soft, breathable, and eco-friendly underwear. Although they do not use cotton, their products are made from 92% MicroModal and 8% elastane, derived from hardwood trees, which makes them highly eco-friendly. MeUndies holds a significant 4.7% market share in the sustainable fashion market, valued at $6.35 billion in 2020 and projected to reach $8.25 billion by 2024. The brand boasts a strong customer retention rate, with 60% of sales coming from repeat customers, and has expanded its product line to include loungewear, which accounted for 30% of total revenue in 2022. MeUndies is also recognized for its vibrant and inclusive designs, appealing to a diverse customer base.

Under Armour

Under Armour, though primarily known for its athletic apparel, does not specifically focus on cotton underwear as a core product. However, the company's apparel segment, which includes a wide range of clothing items, generated approximately $3.79 billion in net sales in the fiscal year ended March 31, 2024, highlighting its strong presence in the apparel market. Under Armour's growth is driven by its innovative products and strong marketing strategies, including partnerships with influential sports personalities. While the company's main focus is on high-performance athletic wear, its apparel segment's success indicates its capability to produce high-quality clothing. Under Armour's global net revenues amounted to about $5.7 billion in 2024, showcasing its significant market influence. For further details, you can read the official press release.

Victoria's Secret

Victoria's Secret remains a leading brand in the intimates market, particularly for cotton underwear, with a significant market share. As of 2019, Victoria's Secret held a 17.7% market share in the women's underwear sector in the U.S., although this has declined from nearly 32% in 2013. The brand, along with its Pink segment, maintains about 20% market share in intimates in North America. Despite recent sales declines, Victoria's Secret has seen improvements in certain metrics, such as adjusted gross margin and merchandise margin, and continues to innovate with new product lines and marketing strategies.

Gap

Gap is renowned for its high-quality cotton underwear, offering a blend of comfort, sustainability, and style. Their organic cotton underwear collection, made from 100% organic cotton, ensures softness and environmental friendliness. With a range of styles including thongs, hipsters, and bikinis, Gap caters to various preferences. The lingerie market, in which Gap is a key player, is projected to grow at a CAGR of 8.5% from 2022 to 2030, reaching USD 93.1 billion by 2030. Gap's commitment to sustainability and comfort makes it a top choice for consumers seeking eco-conscious and comfortable underwear.