Top Underwear Brands for Ultimate Comfort and Style

When it comes to selecting the perfect pair of underwear, comfort, durability, and style are among the top priorities for most shoppers. It's no wonder that the market is flooded with a multitude of brands, each offering unique features and designs to cater to diverse preferences. From established names to innovative newcomers, there are plenty of options to explore. If you're on the hunt for the best brands that combine quality and comfort, look no further than the curated list below.

Illustration of underwear

Best brands of underwear in 2025

Calvin Klein

Calvin Klein is a leading global fashion lifestyle brand renowned for its iconic and high-quality underwear, with a history of bold and non-conformist ideals since its establishment in 1968. The brand's underwear, characterized by its minimalist and sensual aesthetic, has driven significant consumer engagement, such as a 30% jump in underwear sales following the 2024 campaign featuring Jeremy Allen White. Calvin Klein's marketing campaigns have been highly effective, contributing to the brand's strong momentum and increased Instagram engagement, with 134 million fans, a 60% increase from the previous year. The brand's global presence is further strengthened by its inclusive philosophy and diverse product range, including unisex clothing and various designer labels like Calvin Klein Underwear and Calvin Klein Sport. With its commitment to modern comfort and high-quality construction, Calvin Klein continues to elevate everyday essentials in the men's underwear market.

Tommy John

Tommy John is a pioneering comfort-focused lifestyle brand that has revolutionized the men's underwear industry since its launch in 2008. Despite starting during the 2008 recession, the company has been profitable every year, leveraging a problem-solving mindset and innovative products like the patented stay-tucked undershirt. Tommy John has expanded its product line to include underwear, socks, casual wear, and activewear, available in over 3,000 retail locations and online. The brand has also successfully entered the women's underwear market, which has become its fastest-growing division. With a strong online presence and physical retail stores, Tommy John continues to innovate and grow, backed by an investment from LNK Partners.

MeUndies

MeUndies is a pioneering brand in the underwear industry, known for its innovative approach to comfort and self-expression. Founded in 2011, MeUndies was the first to introduce an online underwear subscription model, selling over 16 million pairs by the end of 2020 and expanding to 37 countries worldwide. The brand emphasizes body positivity, creativity, and customer feedback, using social media and member insights to drive product development and exclusive offerings. Members, who account for half of its customers, spend three times as much as non-members and contribute to the brand's double-digit year-over-year growth. MeUndies has also diversified its product line to include socks, bralettes, and loungewear, solidifying its position as a leader in the $110 billion underwear industry. Find out more about their innovative approach by visiting the MeUndies website.

Hanes

HanesBrands is a global leader in the underwear market, boasting a 7.5% share of the worldwide men's underwear market and a dominant 36.0% market share in North America as of 2019. The company has seen significant growth, particularly in the Asia-Pacific region, where its revenue share increased from 3% in 2012 to 18% by 2019. Hanes is the largest producer of men's underwear globally and the second-largest in women's intimates in North America, with a 15.3% market share. Its strong margins are driven by high volume production, allowing for better supplier negotiations and fixed-cost overhead leverage. Hanes' brands, including Hanes, Champion, and Bonds, are renowned for comfort, quality, and value. For more information on their product offerings, visit their official website.

SAXX

SAXX Underwear, founded in 2006, has revolutionized the men's underwear industry with its patented BallPark Pouch(tm) technology, providing unparalleled comfort and support. With an estimated annual revenue of $64.2 million and a workforce of 256 employees, SAXX has experienced significant growth, expanding its reach to over 5,800 retailer partner doors across North America, the UK, Europe, Japan, and Australia. The brand's products are known for their moisture-wicking and anti-microbial properties, making them a favorite among athletes and everyday users alike. SAXX's unique technology has led to high customer loyalty, with many converting their entire underwear collection to SAXX. The company continues to innovate, extending its BallPark Pouch(tm) technology into other categories such as activewear, sleepwear, and swimwear. For more details about SAXX's innovative products, visit their official website.

Lululemon

Lululemon, though not primarily known as an underwear brand, has established itself as a leading producer of high-quality, premium athletic apparel, including sports bras and other activewear that often serve as alternatives to traditional underwear. The company has seen significant growth, with its revenue surging from $2.1 billion in 2015 to over $8 billion in 2023, and its e-commerce segment generating more than half of its total revenue since 2020. Lululemon's focus on innovative fabrics, such as Luon, and its commitment to community engagement and sustainability have contributed to its strong market presence. In 2023, the company gained 1.3 points of market share in the U.S. adult active apparel industry, according to Circana. With over 700 retail stores worldwide and a robust online platform, Lululemon continues to expand its reach and influence in the athleisure market.

Under Armour

Under Armour is a renowned brand in the apparel industry, though it is not primarily known for underwear. However, Under Armour does offer a range of athletic and performance-oriented apparel, including some underwear options, which are designed to provide comfort and style. The brand's market share in the broader apparel, footwear, and accessories sector stands at about 3.07% as of Q3 2024. Under Armour's products, including their athletic wear, are known for innovative technologies such as HEATGEAR(r), COLDGEAR(r), and UA Iso-Chill(tm), which enhance performance and comfort. While the brand's focus is more on athletic and active wear, their products are highly regarded for quality and performance.

Fruit of the Loom

Fruit of the Loom is one of the oldest and most recognizable brands in the underwear market, with a history dating back to 1851. The brand, originally known as B.B. and R. Knight Corporation, was renamed Fruit of the Loom in 1871 and has since become synonymous with affordable, high-quality underwear. By the 1980s, Fruit of the Loom had transformed into a comprehensive apparel company, and despite facing challenges in the 1990s, it was acquired by Berkshire Hathaway in 2002, stabilizing its position. The brand is known for its innovative marketing, such as the 'Fruit of the Loom Guys' TV ad campaign, which significantly boosted its market share. Today, Fruit of the Loom remains a leading manufacturer of underwear and casualwear globally, with over 28,000 employees worldwide. For more information, visit their official website.

Mack Weldon

Mack Weldon is a prominent direct-to-consumer menswear brand, particularly renowned for its high-quality underwear. Founded in 2012 by Brian Berger, the company focuses on product innovation, such as technical details and functional benefits, like longer undershirts and fitted V-necks. Mack Weldon's estimated annual revenue is $19.6 million, with a revenue per employee of $228,000, and it employs 86 people. The brand has seen significant growth, including a 32.6% increase in web traffic over the last month, and its products are popular among men aged 25-34. Despite some customer service issues, Mack Weldon is known for its performance-based fabrics and stylish designs.

Jockey

Jockey International Inc., a leading designer, marketer, and retailer of men's undergarments and women's intimates, was founded in 1876 and is headquartered in Kenosha, Wisconsin. Renowned for its innovative products, Jockey introduced the first men's brief in 1934 and has since been at the forefront of underwear technology with innovations such as phase change technology. Holding a dominant market position in several countries, including the U.S., India, South Africa, and Australia/New Zealand, Jockey operates over 100 retail outlet stores in the U.S. along with a robust e-commerce business. Despite a 4% decline in revenue from underwear sales in India from 2019 to 2020, Jockey is poised for growth as it expands its regional presence to meet consumer demand for comfortable and premium underwear. Jockey's strong global presence is reflected in its products being available in over 120 countries.