Top Women's Thong Brands for Comfort and Style

When it comes to finding the best thong for women, comfort and style are equally important considerations. The market is flooded with various brands, each offering unique designs that cater to different tastes and preferences. Some brands focus on seamless fabrics, ensuring a no-show look under clothing, while others emphasize luxurious materials for an elevated feel. Whether you're looking for everyday wear or a special occasion piece, our curated list of top thong brands is sure to have excellent options you'll love. Discover our recommendations by exploring the details below.

Illustration of thong for women

Best brands of thong for women in 2025

Victoria's Secret

Victoria's Secret is a leading intimates specialty retailer, renowned for its wide assortment of modern, fashion-inspired collections, including a diverse range of thongs for women. The brand, which maintains about 20% market share in intimates in North America, has seen improvements in sales trends, particularly with new merchandise deliveries and events such as the launch of the Victoria's Secret Dream bra collection. Despite a 3% decline in total comparable sales and a 5% decline in brick-and-mortar comps in Q2 2024, the company has managed to increase its adjusted gross margin by 80 basis points to 35.4% and reported a net income of $32.1 million, a significant improvement from the previous year's loss. Victoria's Secret's commitment to comfort and inclusivity is evident in collections like the Love Cloud Collection, which focuses on everyday comfort without sacrificing functionality or sexiness. The brand continues to evolve, introducing adaptive products and enhancing its online and in-store experiences. For more information, visit their official website.

Calvin Klein

Calvin Klein is a leading global fashion brand renowned for its high-quality and stylish underwear, including thongs for women. In 2020, the brand generated 49% of its retail sales in North America, with a significant portion attributed to its underwear segment, which saw a 30% year-over-year increase in sales following a viral campaign in January 2024. Calvin Klein's thongs are part of its iconic underwear line, known for its minimalist and sensual aesthetic, and are popular for their comfort and design. The brand's focus on direct-to-consumer channels has also led to a more than 10% increase in e-commerce sales over the last four quarters. With its inclusive philosophy and high-quality construction, Calvin Klein remains a top choice for women's underwear.

Hanky Panky

Hanky Panky is a renowned brand celebrated for its high-quality, comfortable, and fashionable thongs for women. Since its inception in 1977, the company has sold over 45.6 million pairs of thongs in more than 70 countries, with one thong sold every 10 seconds globally. Known for its "lace butter" softness and extensive color palette of 500 colors and 270 prints, Hanky Panky's thongs are a favorite among women and celebrities alike. The brand has maintained its commitment to US production and has recently emphasized sustainability and size inclusivity, offering petite and plus sizes. With an estimated annual revenue of $107.2 million, Hanky Panky continues to innovate and expand its digital presence to appeal to new generations of consumers.

Aerie

Aerie has established itself as a leading brand in women's intimate apparel, particularly in the thong category, known for its comfortable and inclusive products. The brand has seen significant growth, surpassing $1 billion in revenues in 2021 and marking 25 consecutive quarters of double-digit growth. Aerie's commitment to body positivity and its #AerieREAL campaign, which features unretouched models, has resonated strongly with customers. The brand's digital sales have surged, with a 75% increase in digital sales during one quarter, and it continues to expand its product lines, including the successful Offline by Aerie activewear subbrand. Aerie's market share in the U.S. women's intimate apparel industry has grown to 4% as of 2020, reflecting its increasing popularity. For more about their products, visit Aerie's website.

Cosabella

Cosabella, founded in 1983 by Valeria and Ugo Campello, is a renowned Italian brand known for its high-quality, hand-crafted lingerie, particularly its thongs, which can take up to 10 hours to create. The brand has seen significant growth, with web sales increasing to account for 15% of its total sales by 2017, up from 8% in the preceding years. Cosabella's products are available in over 40 colors and are sold through various channels, including luxury department stores like Neiman Marcus and Nordstrom. The brand's attention to detail and commitment to Italian craftsmanship have made it a staple in the lingerie industry. In October 2024, Cosabella.com generated $1,285,576 in revenue with a conversion rate of 3.50-4.00% and an average order value of $125-150. You can explore Cosabella's selection of hand-crafted thongs on Bloomingdale's website.

Savage X Fenty

Savage X Fenty is renowned as one of the best producers of thongs for women, celebrated for its inclusive and diverse product range. The brand offers thongs in sizes from XS to 4X and bra sizes from 32A to 42D, catering to a wide range of body types and skin tones. Founded by Rihanna, Savage X Fenty has disrupted the traditional lingerie industry with its body-positive and empowering ethos, featuring models of various ethnicities and body types in its marketing campaigns. The brand's commitment to quality, affordability, and innovative designs has made it a favorite among fashion-forward women. With retail prices starting at $16.95 USD, Savage X Fenty ensures accessibility and style for all its customers. To learn more about the brand's impact and retail presence, visit the article on Savage X Fenty's expansion at Selfridges Oxford Street.

Skims

Skims has established itself as a leading producer of thongs for women, renowned for its comfort-focused design, versatility, and innovative silhouettes. The brand achieved $750 million in revenue in 2023, a 50% year-over-year increase, and boasts a 50% repeat purchase rate, indicating strong product satisfaction. Founded by Kim Kardashian in 2019, Skims offers an extensive size range from XXS to 5XL and multiple skin tone options, celebrating diversity and inclusivity. The brand's strategic collaborations, such as the Skims x Fendi collection, have elevated its status in the luxury market. With a valuation of $4 billion and significant funding, Skims continues to expand its product lines and retail presence.

MeUndies

MeUndies is a leading brand in producing high-quality, comfortable thongs for women, known for their soft and breathable MicroModal fabric, which is 92% MicroModal and 8% elastane, making the underwear exceptionally cozy and sustainable. Founded in 2011 by Jonathan Shokrian, MeUndies has sold over 10 million pairs of underwear and achieved significant growth, with an estimated annual revenue of $75 million by 2019. The brand is praised for its seamless stretchy fabric, durable flatlock stitching, and ethical sourcing. MeUndies offers a wide range of colors and patterns, and their products are imported under fair working conditions. The company's strong focus on customer satisfaction is evident in their 45-day return policy.

Commando

Commando is a renowned brand in the women's lingerie market, celebrated for its luxurious and functional thongs made from high-quality European microfiber. Known for their comfort and durability, Commando thongs are designed to eliminate visible lines and provide a seamless look under any clothing. The brand is part of a growing market, with the women's thong panties market projected to reach USD 6.3 billion by 2031, growing at a CAGR of 5.6% from 2024 to 2031. Commando's products are favored for their breathability, comfort, and stylish designs, making them a staple in many women's lingerie collections. The brand's commitment to quality and innovation has earned it a loyal customer base. For more details about their luxurious thongs, visit the Commando website.

Spanx

Spanx is a pioneering brand in the shapewear industry, renowned for its innovative and comfortable products, particularly its thongs for women. Founded by Sara Blakely in 2000, Spanx revolutionized the market with its footless body-shaping pantyhose, which were featured on "Oprah's Favorite Things" list in 2000. The brand has expanded to offer a wide range of products, including bras, underwear, and leggings, with a focus on real-world testing and customer feedback. By 2012, Sara Blakely was named the world's youngest self-made female billionaire by Forbes Magazine. Spanx is now available in over 50 countries and has become a staple in women's wardrobes globally.