Basics Better: Undergarments

A $110B Revolution.

Any industry can be upended, even something as basic as our undergarments. Worth $110 billion in sales, is it any wonder that entrepreneurs and innovators are trying to make inroads on this often overlooked category?

Here are several newbies to check out that offer a new take on what you wear underneath your clothes:

  • Mack Weldon is “Mack Weldon is reinventing men’s basics,” with mens briefs as just one of their product lines that includes undershirts and socks.
  • As noted in our “Stand Up: Women” post, women are eschewing the thong and moving to more full coverage undies. Several companies are playing off this trend, including Ten Undies, which sells online full-bottomed styles for women, and Hello Beautiful.
  • Naja produces beautiful, fresh designs of undergarments and swimwear. The company has a vision “to empower women through lingerie and create a culture where women help each other.”
  • MeUndies and Manpacks, are two start-ups that sell subscription packs of underwear. Adore Me, focused on lingerie and releasing monthly new collections, also offers a membership program or one can buy a la carte.

Even in what might seem like mundane categories, there are always opportunities to make and do things better than those who came before. These companies are not only producing improved products, but are also executing new business models to engage with today’s consumers in new ways.


The Marketing Forecast: Help me push the boundaries and reinvent my business before a competitor beats me to it.



Abnett, Kate. “Inside the Economics of Your Underwear,” Business of Fashion, June 22, 2015.

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