10 Men's Underwear Brand Success Stories

Updated: January 18th, 2023
Start A Men's Underwear Brand

Underwear is essential to any person’s wardrobe, and the men’s underwear industry has grown quite large.

Many companies, such as Calvin Klein, Ralph Lauren, and Hugo Boss, specialize in men’s underwear. These companies have been able to keep up with the demand of this growing industry by offering quality products at reasonable prices.

The demand for men’s underwear has risen because it offers an alternative to traditional cotton briefs. Men are increasingly realizing that they don’t want the same old thing when it comes to their underwear; they want something that feels like luxury and provides them with comfort and support.

With so many opportunities available today, it’s easy to see why more people are turning to this industry to start their businesses.

Here are some real life success stories of starting a men's underwear brand:

1. Bunch of Animals ($60K/year)

Krystian Frencel (from Toronto, Ontario, Canada) started Bunch of Animals about 5 years ago.

$5K / month
1 founders / 0 employees
Toronto, Ontario, Canada

Case Study

Hello, my name is Krystian Frencel, and I’m the founder of Bunch of Animals, a men’s luxury underwear brand, AKA, the Bentley of banana hammocks. I’m also the co-founder of a Toronto based design and development studio, 3magine. I don’t have previous e-commerce experience and have never been involved in creating a physical product. I have wanted to combine my experience in web design/development with creating a physical product and learning e-commerce for some time now.


2. SHEATH LLC ($3.6M/year)

Robert Patton (from Woodland Park, CO, USA) started SHEATH LLC over 9 years ago.

$300K / month
2 founders / 7 employees
Woodland Park, CO, USA

Case Study

Hello, my name is Robert Patton and I am the CEO of SHEATH, a premium men's pouch underwear company that sells to active men in over 74 countries.

We sell mainly men's underwear, but recently introduced the women’s line and we are currently generating over $4K a day in sales with that projected to double by end of summer 2019.


Learn more about starting a men's underwear brand:

Where to start?

-> How to start a men's underwear brand?
-> Men's underwear brand plan
-> How to finance a men's underwear brand?
-> How much does it cost to start a men's underwear brand?
-> Pros and cons of a men's underwear brand
-> How to get clients for a men's underwear brand?

Need inspiration?

-> Examples of established men's underwear brand
-> Marketing ideas for a men's underwear brand
-> Men's underwear brand slogans
-> Men's underwear brand names

Other resources

-> Profitability of a men's underwear brand
-> Men's underwear brand tips

4. Nooks ($9.6K/year)

Zaid Shahatit (from Toronto, Ontario, Canada) started Nooks almost 4 years ago.

$800 / month
1 founders / 1 employees
Toronto, Ontario, Canada

Case Study

Hi, I’m Zaid - a 22-year-old from Toronto, Ontario Canada (eh). I started Nooks - a sustainably made, crazy comfy men’s underwear line for regular, everyday guys. Our first product is a classic boxer brief made from beech trees that’s more breathable, comfortable and softer than cotton. I started the brand with about $500 for manufacturing a few hundred hundred boxer briefs (2 colors, 3 sizes each) and some marketing dollars to build up an email list before launching.

Things started off slow, but a PornHub ad that went viral on Imgur really boosted our sales in the first month. Since then, we’ve been focusing mainly on Reddit, Imgur and SEO to try to build up brand awareness. We also have a small but very engaged community on Instagram that really connects with the brand. Over the course of the past month, we’ve sold about $700 of underwear and have already had a few returning customers. It’s not much, but we’re definitely growing and I’m having an awesome time running the company.


5. Stonemen ($960K/year)

Marc Debnam (from Byron Bay, New South Wales, Australia) started Stonemen almost 16 years ago.

$80K / month
2 founders / 2 employees
Byron Bay, New South Wales, Australia

Case Study

Hello fellow entrepreneurs, my name is Marc Debnam and I head the brand Stonemen.

We are based in the lovely beachside town of Byron Bay, where we have a great balance of work and lifestyle. Stonemen are sold globally through Stonemen.com and are stocked in over 100 stores.


6. TomboyX ($24M/year)

Fran Dunaway (from Seattle, Washington, USA) started TomboyX over 10 years ago.

$2M / month
2 founders / 34 employees
Seattle, Washington, USA

Case Study

My name is Fran Dunaway and I am CEO and Co-Founder of TomboyX. We make underwear, swim, and loungewear that isn’t for everybody but is for anybody.

That’s right, a gender-neutral company that is focused on fit and quality. We are all inclusive so offer every style in sizes XS to 4X. We’ve gone from zero employees 2 years ago to 15 today and have consistently increased our revenue over 100% each year.


7. Tommy John ($22.6M/year)

Tommy John launched in 2008, and the company has grown 2.5 times year over year since 2014 and is expected to exceed $100M in sales this year. Read this story on this disruptive brand to see what they did to make underwear so hypnotizing.

$1.88M / month
2 founders / 162 employees

Case Study

Tommy John is a vertically integrated consumer brand in the underwear market that Erin Fujimoto and Tom Patterson founded.

In 2008, Tommy John made its debut with the first patented undershirt in the world with a stay-tucked guarantee. Since then, the company has grown to include underwear, socks, casual wear, and activewear.

Other than operating online, they are currently focused on opening their brick-and-mortar stores and have recently expanded to offer direct-to-consumer women's clothing.

In 2012 they focused more on building a direct-to-consumer relationship to offer better products and improve customer experience. Since 2014 the company's revenue has seen a five times growth, and recently, they sold their 5 millionth pair of underwear.

The brand has been highlighted in the Wall Street Journal, Esquire, GQ, and Golf Digest, among other publications. Additionally, you can currently find Tommy John's products in over 1000 retail locations across the USA.


Listen to the full podcast on podcasts.apple.com ➜

8. MeUndies ($75M/year)

Direct to consumer underwear start-up MeUndies is willing to take risks with provocative advertising that courts controversy to help it steal the spotlight in a busy market.

$6.25M / month
1 founders / 126 employees

Case Study

MeUndies is a brand of men's and women’s underwear that was started by Jonathan Shokrian in 2011.

Jonathan was fed up with the unpleasant buying experience while shopping for underwear and collected $400,000 primarily from family & friends to start a millennial-friendly online store for underwear.

In 2014, MeUndies made headlines after Facebook blocked some of its ads because some photos of scantily-clad models in the company’s underwear were in breach of Facebook’s advertising guidelines.

This eventually brought them a significant amount of media attention which resulted in sales growth.

In recent years, the popularity of MeUndies has grown a lot since younger generations started turning away these big traditional brands like Hanes or Victoria’s Secret.

MeUndies has more than 500k+ Facebook fans and 340+ Instagram followers thanks to endorsements from stars like Kylie Jenner and the Hadid sisters.


Read the full story on cnbc.com ➜

9. Under Armour ($5.7B/year)

A deep dive on what went wrong at Under Armour, how they plan to fix it, and the long-term outlook of their business.

$475M / month
1 founders / 10136 employees

Case Study

Under Armour is one of America's top sports equipment & sports apparel manufacturing companies. Patrik Frisk is the present CEO.

In 1996, Kevin Plank started the brand from scratch in the basement of his grandmother's house in Washington, D.C.

The idea behind the brand was generated on a football field in 1996 when Kevin Plank was playing as the captain for the University of Maryland special teams. He had the epiphany that there must be a better option as he looked down at his bulky, sweat-soaked cotton T-shirt.

One of the first products of Under Armour was a sports shoe, and Kevin began by creating a synthetic base layer that would wick away sweat. From there, they expanded the range of Under Armour's products to include long-sleeve shirts, cold-weather clothing, and later, football, cross-training, and running shoes.

Fast forward to 2019, they just reported $5.27 billion in revenue.


Read the full story on cnbc.com ➜

Pat Walls,  Founder of Starter Story
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