For a long time, men's briefs were sidelined. Too classic, too visible, too associated with another era. Like many, I grew up with the idea that boxer shorts had definitively taken over, relegating briefs to the status of "outdated" underwear.
And yet.
For the past few years, I've observed the exact opposite. Briefs are making a comeback. Better yet: they're becoming the norm. At AKINOM , briefs, jockstraps , and thongs now account for nearly 60% of our sales . This figure isn't insignificant. It reveals something much deeper than a simple fashion trend.
Why this resurgence in popularity? Where does this renewed interest in pieces long considered outdated come from? And above all, what does this say about the evolution of contemporary menswear?
Men's briefs: from an obviously functional item to a neglected garment
For decades, briefs were the norm. They ticked all the boxes: support , hygiene , simplicity . Nobody really questioned it.
Then, in the 1990s and 2000s, boxer shorts established themselves as a new standard . Longer, more covering, more mainstream. Briefs, on the other hand, became the symbol of a men's wardrobe considered too conservative, too outdated, almost embarrassing.
This rejection was not related to a problem of comfort or efficiency. It was primarily cultural .
Why briefs are making a comeback today (and it's not a coincidence)
Comfort is no longer a bonus, it's a requirement.
Today, comfort has once again become a core value . Men no longer want to choose between style and well-being. Well-designed briefs offer:
- precise and natural support ,
- total freedom of movement ,
- Less material, therefore fewer constraints.
At AKINOM, this is exactly what our customers are looking for: a piece that complements the body, without compromise.
Back to basics
Many of us want less, but better. Less unnecessary stuff. Fewer false innovations. More products that perfectly fulfill their function.
The briefs fit into this logic: a direct, legible, effective piece.
Jockstraps and thongs: garments long considered marginal, now embraced.
Illustration: Lyocell model by Akinom featuring the FrontNest® system. The jockstrap and thong go from discreet to comfortable choice.The jockstrap: from sports to everyday wear
Originally, the jockstrap was a performance undergarment. Today, it has been redesigned to support the body in everyday life: targeted support, breathability, and a feeling of lightness.
What I've noticed at AKINOM is that the jockstrap is no longer reserved for a specific use. It's becoming a comfort choice in its own right.
The men's thong: freedom and sensation
The men's thong remains more discreet, but its success is real. It meets a very clear expectation: to feel nothing , or almost nothing.
Again, this is not a question of provocation. It is a question of sensation, of relationship to the body, of freedom of movement.
Why this comeback is happening through premium brands
The underwear doesn't come back the same as it was. It comes back transformed .
In premium brands, the work focuses on:
- the materials (premium cotton, lyocell, controlled elasticity),
- the anatomical construction ,
- sustainability,
- actual use.
We are no longer trying to sell a nostalgic image, but a wearing experience .
AKINOM: when briefs become an obvious choice
It is no coincidence that briefs, jockstraps and thongs now represent nearly 60% of our sales .
What our customers tell us is simple:
"Once you've found the right underwear, there's no going back."
Support, comfort, the feeling of freedom… All of this profoundly changes the way we experience our underwear on a daily basis.
But this return of briefs is not solely explained by comfort or construction criteria. It is also deeply linked to the evolution of masculine images, particularly on social media.
Social media, body and aesthetics: when underwear becomes desirable again
Another factor, often underestimated, plays a key role in the return of men's briefs: image .
On social media — Instagram in particular — briefs have emerged as a visually striking garment. Unlike boxer shorts, they expose the thigh, lengthen the leg, and instantly define the silhouette.
This is not insignificant. In recent years, the male body has been more openly displayed, embraced, and cultivated. Briefs reflect this evolution by highlighting what many men have long sought to conceal.
The return of the swim brief and the sporty effect
This phenomenon is not limited to underwear. We are also seeing a very clear return of the swim brief , long overshadowed by long shorts.
Here again, the logic is the same: more freedom of movement, a more legible silhouette, and an acknowledged reference to athletic performance.
The popular and media success of figures like Léo Marchand during the Paris Summer Olympics undoubtedly played a part.
Her image — athletic body, posture, confidence — circulated widely. She helped to re-establish briefs as a modern, high-performance, and fully embraced garment.
A more visible, freer masculinity
Briefs, jockstraps, and thongs are part of this new visual language. They no longer seek to disappear under clothing.
They express a more direct, more uninhibited masculinity, where comfort and aesthetics are no longer opposed.
Conclusion – True luxury begins where there are no more compromises
The return of men's briefs is neither a fad nor a step backwards. It is a logical evolution .
An evolution in the relationship with the body. An evolution in the definition of luxury. An evolution in men's expectations.
Briefs, jockstraps, or thongs are no longer marginal choices. They are different answers to the same need: to feel good, really good, in what you wear every day.
If you've never considered briefs as anything other than a slightly outdated relic, perhaps now is simply the right time to try them differently. Not to follow a trend, but to see what real difference comfort can make.
Read the guide to choose the cut that suits you
Or, if you are unsure about the size, we can advise you simply and quickly.
FAQ – Men’s briefs, jockstrap and thong
Why are men's briefs coming back into fashion?
Briefs are making a comeback because they meet current expectations: support, freedom of movement, minimalism, and comfort. In premium brands, they are being reinterpreted with more modern materials and construction.
What is the difference between briefs and boxer shorts?
Briefs generally offer more direct support and a lighter feel (less fabric). Boxer shorts cover more of the thigh and may be preferred for other uses. The right choice depends primarily on your personal comfort.
Is the jockstrap suitable for everyday wear?
Yes, increasingly so. Born for sport, it is now available in comfort versions, with premium materials, suitable for everyday use.
Is the men's thong only "sexy"?
Not only that. Many choose it for its very light feel and maximum freedom of movement. It all depends on the intended use.
