Diversity and inclusion have been steering the international fashion industry for a few years now and sooner than later, men too are now included in the lingerie category. From boxers and briefs to lacey, sexy thongs, garter belts and satin robes, the category has drawn mixed reactions.

Gender-neutral clothing is gaining traction as diversity and inclusivity sits strong with millennials and Gen Z. Whereas men’s lingerie is evolving as a new category, it goes beyond, is not just a part of gender neutral clothing.

Women’s lingerie brands take the plunge

Previously, certain reputable women’s lingerie brands did include a miniscule collection but it was more to do with boosting their image rather than serious business. Recently, the abrupt growth in men’s lingerie has caused some brands to see the category in a new light and other brands to reassess their relationship with men’s innerwear. “We were super surprised,” Christiane Pendarvis, co-president and chief merchandising and design officer for Savage x Fenty, told WWD at this summer’s Femmy Awards, regarding the unexpected interest in Savage’s men’s business. “When we launched our men’s capsule collection for our fashion show in 2020, we thought, ‘OK, we’ll see how it does. It’s a novel idea, something fun to do for the show.’ And men [then] showed up and bought it and bought it for themselves.”Savage x Fenty sells a selection of men’s innerwear. ABG-owned lingerie brand Frederick’s of Hollywood reintroduced a men’s capsule collection in 2020.

Cosabella launched a men’s lingerie collection the following year. Cosabella and boutique lingerie business Journelle — both of which are operated by Guido Campello and his wife SapnaPalep — hired Roman Sipe as creative director of the men’s division for both Cosabella and Journelle in early 2022.

Not to be left out, lingerie giant Victoria’s Secret launched gender-neutral tween brand Happy Nation in April. The same month, Victoria’s Secret’s Pink named Darren Barnet the brand’s first male ambassador and debuted a gender-neutral collection.“But, I’m a pretty open-minded person,” Barnet said. “If I saw something and it looked comfortable, you know, and I thought it was cool, and then yeah….clothes are clothes. And what you’re told to wear is definitely a construct of your environment and what you grow up with, and, you know, I think you should just wear what makes you comfortable.”

Not everyone is amused with the idea of men’s lingerie

The concept of men’s lingerie seems to hit a nerve with some women. Sapna Palep of Cosabella said, ““I was a little shocked by some of the negative responses from women. Some women were just not having it, men in lace and whatnot. But that’s going to be like that with anything that’s a new concept, in bringing it to the public eye. You have to process it. But we do want our world to go toward inclusivity. We don’t want to go backward. We knew we were going to be pioneering this area. And we knew there was going to be some kickback on it. But the kickback is slowing down and [the men’s lingerie category] is starting to gain momentum”.

Whilst men’s lingerie may not have exactly been top of mind, certain brands saw it coming, took the plunge, shook the market and now men’s lingerie is a thing.