Top Picks in Girls' Underwear: Comfort Meets Style

Choosing the right underwear is essential for comfort and confidence, especially for young girls. With a vast array of brands catering to girls' needs, it can be overwhelming to select the right one. Some brands are renowned for their soft fabrics, vibrant designs, and breathable materials, making them top choices for everyday wear. To help you make an informed decision, we have curated a list of the best underwear brands for girls below.

Illustration of girls underwear

Best brands of girls underwear in 2025

Aerie

Aerie, a brand under American Eagle Outfitters, has emerged as a leading producer of women's underwear, known for its inclusive and body-positive messaging. By 2020, Aerie had achieved a 4% share in the U.S. women's intimate apparel market and surpassed $1 billion in revenues, marking its 25th consecutive quarter of double-digit growth. The brand's success is attributed to its AerieReal campaign, which features unretouched models and promotes self-acceptance, and its expansion into new categories such as sustainable swimwear and activewear through its Offline by Aerie line. Aerie's digital sales have surged significantly, with a 75% increase in digital sales during one quarter, and the brand continues to open new stores, with plans to expand its physical footprint further. This growth strategy has positioned Aerie as a strong competitor in the lingerie market. For more details, visit their official announcement.

Victoria's Secret

Victoria's Secret, a leading brand in the intimates market, maintains a significant 20% market share in North America for girls' and women's underwear. Despite recent sales declines, the company has seen improvements in key metrics, such as a 3% increase in online sales and a rise in adjusted gross margin to 35.4% in Q2 2024. The brand's beauty business has been its best-performing category, with four consecutive quarters of growth. New merchandise in bras and panties has performed well, while older styles have been discontinued or sold less. The company is also set to launch its revamped Victoria's Secret Fashion Show and a major VSX sport launch in Q3 2024. For more insights on Victoria's Secret's current performance, explore recent sales and profit trends.

Calvin Klein

Calvin Klein is a renowned global fashion brand, particularly esteemed for its high-quality and stylish girls' underwear. Established in 1968 in New York, Calvin Klein has solidified its position as an innovator in the fashion industry, with global retail sales of its products reaching approximately $8.5 billion in 2021. The brand is known for its iconic underwear designs, including a range of styles such as briefs, boxer briefs, and loungewear, which are designed to be elegant, understated, and highly comfortable. Calvin Klein has also made significant strides in sustainability and inclusivity, aiming for 100% sustainability in cotton and wool by 2025 and offering a wide range of sizes to cater to diverse body types. The brand's commitment to body positivity and partnerships with advocacy groups further enhance its appeal.

Hanky Panky

Hanky Panky, founded in 1977 by Gale Epstein and Lida Orzeck, is a renowned brand for girls' and women's underwear, celebrated for its comfort, innovative designs, and commitment to sustainability. The brand is known for its brightly colored and size-inclusive styles, appealing to a broad demographic, including Gen Z. With a strong digital presence, Hanky Panky has seen significant growth, including a high double-digit increase in sales over the past five years and a notable 10% to 20% increase in total sales across its e-commerce site and retail partners. The brand is sold in over 70 countries and is praised for its U.S.-based production and sustainability initiatives, such as converting old bras and undies into carpet padding. Hanky Panky's annual revenue is estimated to be around $32 million to $35 million. For more information about their innovative and sustainable underwear, visit their official website.

On That Ass

On That Ass is a leading fashion brand specializing in men's underwear, achieving significant success through innovative marketing strategies. By leveraging partnership ads, they reduced their CPA by 45% and increased sales by 56%. Founded in 2015 in the Netherlands, On That Ass has grown to become Europe's most unique boxershorts subscription service, serving over 500,000 active members and delivering to hundreds of thousands of customers each month. The brand has also improved its address data quality, reducing invalid addresses by 30% with the help of Loqate's global address data. Their focus on fast service, great prices, and high quality has driven their rapid growth. For more details, visit their official website.

GapBody

GapBody, a subsidiary of Gap Inc., is a prominent player in the lingerie market, offering a wide range of stylish and comfortable underwear for women. The brand is part of Gap Inc.'s broader strategy to expand into the intimates market, leveraging its legacy of modern American style. GapBody's products are available exclusively through partnerships, such as the recent collaboration with Macy's, which features sleepwear and underwear collections designed for ultimate comfort and style, with prices ranging from $12.50 to $79.95. The brand focuses on inclusivity, offering sizes from XS to XL and using quality fabrics like organic stretch cotton and Gap's signature Breathe fabric. This approach aligns with consumer trends towards comfort, sustainability, and body positivity. For more details on GapBody's collection, visit their official website.

Tommy Hilfiger

Tommy Hilfiger, although primarily known for its classic American cool and preppy style, also offers a range of underwear products, including those for girls. While the brand's men's line is more prominent, the women's and girls' segments have seen significant growth, with the kidswear segment contributing 10% to the overall revenue and showing steady growth, especially in Europe and the Asia-Pacific region. In 2024, sustainable products, which include eco-friendly underwear options, generated 25% of Tommy Hilfiger's overall sales growth in the first quarter. The brand operates over 2,000 retail stores globally and maintains a strong online presence, enhancing accessibility to its products. However, the brand's focus on women's and girls' underwear is less pronounced compared to its men's line. For more details, visit their official website.

ThirdLove

ThirdLove is renowned as one of the most innovative and size-inclusive bra brands, offering a vast range of sizes from 32 to 48 bands and cups AA through H, catering to 80 to 85 percent of women. The company achieved a remarkable 347% year-over-year sales growth in 2017, driven by its successful "Try Before You Buy" promotion, which saw a 70% retention rate for products ordered through the promo. With over 10 million women using their Fit Finder tool, ThirdLove has revolutionized the $16 billion lingerie industry. The brand has raised $13.6 million in venture funding and continues to expand its size options, having launched 24 new sizes that promptly sold out. ThirdLove's commitment to online convenience and extensive sizing has solidified its position as a leader in the direct-to-consumer lingerie market. For more detailed insights, visit their website at ThirdLove.

Knix

Knix is a pioneering brand in the intimate apparel industry, particularly renowned for its innovative leakproof period and incontinence wear. Founded in 2013 by Joanna Griffiths, Knix has revolutionized the market with its moisture-wicking, quick-dry, and odor-resistant products. The brand achieved a significant milestone in 2022 with its acquisition by Essity for $320 million, solidifying its global lead in leakproof apparel with an expected annual growth rate of over 20% in the next five years. Knix also launched the first period underwear brand for teens, Kt by Knix, and has been a leader in promoting inclusivity and sustainability, donating over 60,000 bras annually through its Positive Returns Program. With a strong presence in the US and Canada, Knix continues to innovate and expand its offerings. For more information about their innovative products and company history, visit the Knix about us page.

Fruit of the Loom

Fruit of the Loom is a renowned brand in the underwear market, particularly noted for its comfortable and stylish apparel for girls. As one of the top five women's underwear brands, although it has seen a decline in market share from 2013 to 2018, it remains a significant player. The brand offers a variety of features such as 100% cotton, 4-way stretch, breathable, lightweight, and moisture-wicking fabrics, ensuring comfort and quality. Fruit of the Loom's commitment to sustainability and customer satisfaction has helped it maintain a loyal customer base. Despite the overall market share decline, the brand continues to innovate and meet consumer demands.