Premium men's underwear: what justifies the price
For a long time, the men’s brief was pushed aside. Too classic, too visible, too associated with another era. Like many, I grew up with the idea that the boxer brief had definitively taken over, relegating the brief to the rank of "outdated" underwear.
And yet.
For a few years now, I have been seeing exactly the opposite. The brief is back. Better yet: it is asserting itself. At AKINOM, briefs, jockstraps, and thongs now account for nearly 60% of our sales. This figure is not anecdotal. It says something much deeper than just a passing trend.
Why this comeback? Where does this new attraction to pieces long considered tacky come from? And above all, what does it say about the evolution of the contemporary men's wardrobe?
The men’s brief: from functional evidence to a neglected piece
For decades, the brief was the norm. It ticked all the boxes: support, hygiene, simplicity. No one really questioned it.
Then, in the 1990s and 2000s, the boxer brief established itself as a new standard. Longer, more covering, more consensual. The brief, for its part, became the symbol of a men’s wardrobe deemed too tame, too dated, almost embarrassing.
This rejection was not linked to a problem of comfort or efficiency. It was primarily cultural.
Why the brief is returning today (and it's no coincidence)
Comfort is no longer a bonus, it is a requirement
Today, comfort has once again become a central value. Men no longer want to choose between style and well-being. A brief, when well-designed, offers:
- 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 follows the body, without compromise.
A return to basics
Many of us want less, but better. Less fluff. Fewer false innovations. More products that perfectly fulfill their function.
The brief fits into this logic: a direct, readable, and efficient piece.
Jockstrap and thong: pieces long considered marginal, now embraced
Illustration: Lyocell model by Akinom featuring the FrontNest® system. The jockstrap and thong are moving from confidential items to a choice of comfort.The jockstrap: from sports to everyday wear
Originally, the jockstrap was performance underwear. Today, it is being redesigned to support the body in daily life: targeted support, breathability, and a feeling of lightness.
What I observe at AKINOM is that the jockstrap is no longer reserved for specific use. It is becoming a comfort choice in its own right.
The men's thong: freedom and sensation
The men's thong remains more niche, but its success is real. It meets a very clear expectation: to feel nothing, or almost nothing.
Once again, this is not a question of provocation. It is a question of sensation, of one’s relationship with the body, and of freedom of movement.
Why this comeback is driven by premium brands
The brief is not returning as it was. It is returning transformed.
Among premium brands, the work is focused on:
- materials (premium cotton, lyocell, controlled elasticity),
- anatomical construction,
- durability,
- real-world use.
The goal is no longer to sell a nostalgic image, but a wearing experience.
AKINOM: when the brief becomes an obvious choice
If, today, briefs, jockstraps, and thongs represent nearly 60% of our sales, it is no coincidence.
What our customers tell us is simple:
"Once you've found the right pair of briefs, there's no going back."
The support, the comfort, the feeling of freedom... All this profoundly changes how one experiences their underwear on a daily basis.
But this return of the brief is not explained solely by criteria of comfort or construction. It is also deeply linked to the evolution of masculine imagery, particularly on social media.
Social media, bodies, and aesthetics: when the brief becomes desirable again
Another factor, often underestimated, plays a key role in the return of the men’s brief: image.
On social media—Instagram first and foremost—the brief stands out as a visually strong piece. Unlike the boxer brief, it clears the thigh, lengthens the leg, and immediately structures the silhouette.
This is not trivial. For several years, the male body has been shown, embraced, and worked on more than ever. The brief accompanies this evolution by highlighting what many men have long sought to hide.
The return of the swim brief and the sports effect
This phenomenon is not limited to underwear. In parallel, we are seeing a very clear return of the swim brief, long overshadowed by long trunks.
Once again, the logic is the same: more freedom of movement, a more readable silhouette, and an acknowledged reference to athletic performance.
The popular and media success of figures like Léon Marchand during the Paris Summer Olympic Games likely had something to do with it.
His image—athletic body, posture, confidence—circulated widely. It helped to re-establish the brief as a modern, high-performance, and fully embraced piece.
A more visible, freer masculinity
The brief, jockstrap, and thong are part of this new visual grammar. They no longer seek to disappear under clothing.
They express a more direct, uninhibited masculinity, where comfort and aesthetics are no longer in opposition.
To go further
Conclusion – True luxury begins where you no longer make compromises
The return of the men’s brief is neither a trend nor a step backward. It is a logical evolution.
An evolution in our relationship with the body. An evolution in the definition of luxury. An evolution of masculine expectations.
Briefs, jockstraps, and thongs are no longer marginal choices. They are different answers to the same need: to feel good, truly good, in what you wear every day.
If you have never reconsidered the brief as anything other than a somewhat dated memory, perhaps it is simply the right time to try it differently. Not to follow a trend. But to see what comfort can really change.
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, jockstraps, and thongs
Why are men’s briefs coming back in style?
Briefs are coming back because they meet current expectations: support, freedom of movement, minimalism, and comfort. In premium brands, they are reinterpreted with more modern materials and construction.
What is the difference between a brief and a boxer brief?
Briefs generally offer more direct support and a lighter feeling (less material). Boxer briefs cover more of the thigh and may be preferred for other uses. The right choice depends primarily on your personal comfort.
Is a jockstrap for everyday use?
Yes, increasingly so. Born for sports, it is now available in comfort-focused versions with premium materials, adapted for everyday wear.
Is a men’s thong only “sexy”?
Not only. Many choose it for a very light sensation and maximum freedom of movement. It all depends on the desired use.
Written by Florian Wernert
