12 Men's Underwear Brand Success Stories
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, founder of Bunch of Animals and 3magine, was inspired to start his men's luxury underwear brand after discovering Stonemen Underwear on Instagram. He was captivated by the seamless prints and the way they made him feel more confident. However, he realized there were limitations to the available options and decided to create his own line of soft, beautifully designed boxer briefs.
How much they make: $60K/year
Current team size: 0
Founder Krystian Frencel shares how he built a men's luxury underwear brand, Bunch of Animals, to $5,000/month with no previous e-commerce or product creation experience, offering softer than soft boxer briefs featuring seamless designs in collaboration with artists from around the world.
2. SHEATH LLC ($3.6M/year)
Robert Patton, CEO of SHEATH, came up with the idea for his premium men's pouch underwear company while serving in the Army in Iraq. Frustrated with the discomfort and chafing caused by his issued underwear, he conceived the idea of a pouch that would separate the male anatomy from the inner thighs, keeping everything cool and dry. After hand-stitching prototypes, finding a seamstress, and working with a manufacturer in Pakistan, Patton finally launched his business.
How much they make: $3.6M/year
How much did it cost to start: $5K
Current team size: 7
Learn how Robert Patton grew a premium men's pouch underwear line to generate over $4K a day in sales with his latest women's line projected to double by the end of summer 2019 through persistence, learning from past mistakes, and keeping things simple.
So... can you actually make money with a men's underwear brand?
Of course. There are millions to be made in this industry.
But how?
- Research real, profitable businesses and see exactly how much money they make.
- Study exactly what works, and what doesn’t.
- Take action, because now you have the roadmap.
Join Starter Story and build your next big thing:
3. Nooks ($9.6K/year)
the influencer marketing game, as I think it could be a great way to reach a larger audience and build brand awareness. Overall, I'm optimistic about the future and excited to continue growing Nooks into a successful and sustainable business.
How much they make: $9.6K/year
How much did it cost to start: $1.24K
Current team size: 1
A sustainable men's underwear brand, Nooks, started with a $500 investment and has grown through unconventional marketing routes like Imgur and Reddit, as well as email marketing and a small but engaged Instagram community.
4. Stonekin ($960K/year)
Marc Debnam, the founder of Stonemen, came up with the idea for his underwear brand after observing an elderly man doing stretches in short shorts and no underwear. He realized there was a need for comfortable and stylish underwear that featured unique artwork, which led him to collaborate with artists globally to create beautiful images printed on the underwear. Stonemen has since experienced steady growth, with a turnover between 40k and 200k a month, and is expanding internationally.
How much they make: $960K/year
Current team size: 2
Australian underwear brand, Stonemen, collaborates with artists globally to create beautiful images which they print on their underwear, and has grown to a 10% YoY growth business, with turnovers ranging from $40-200k per month, 22k Instagram followers and active members of a US subscription service.
So... can you actually make money with a men's underwear brand?
Of course. There are millions to be made in this industry.
But how?
- Research real, profitable businesses and see exactly how much money they make.
- Study exactly what works, and what doesn’t.
- Take action, because now you have the roadmap.
Join Starter Story and build your next big thing:
5. TomboyX ($24M/year)
Fran Dunaway, CEO and Co-Founder of TomboyX, came up with the idea for their gender-neutral underwear and loungewear company when they launched a Kickstarter campaign to fund their button-up shirt production. However, they soon realized that the name "TomboyX" was resonating with a wide audience, leading them to pivot and focus on creating boxer briefs for women, which became their hero product. With consistent revenue growth of over 100% each year, TomboyX has become a successful and inclusive lifestyle brand.
How much they make: $24M/year
How much did it cost to start: $40K
Current team size: 34
TomboyX, a gender-neutral clothing company, has consistently increased its revenue over 100% each year and expanded from zero employees to 15 in just two years by focusing on quality underwear and listening to customer feedback.
6. Tommy John ($22.6M/year)
Erin Fujimoto and Tom Patterson founded Tommy John in 2008, introducing the world's first patented undershirt with a stay-tucked guarantee. Recognizing the opportunity to improve the quality and customer experience in the underwear market, they later expanded their product line to include underwear, socks, casual wear, and activewear. By 2014, Tommy John's revenue had grown fivefold, and the brand has gained recognition in major publications such as the Wall Street Journal, Esquire, GQ, and Golf Digest. Today, their products can be found in over 1000 retail locations across the USA, and they have recently sold their 5 millionth pair of underwear.
How much they make: $22.6M/year
Current team size: 162
Tommy John, the vertically integrated consumer brand in the underwear market, has grown to selling over 5 million pairs of underwear across 1000 retail locations with a focus on direct-to-consumer relationships since 2012 that has seen the company's revenue grow five times since 2014.
So... can you actually make money with a men's underwear brand?
Of course. There are millions to be made in this industry.
But how?
- Research real, profitable businesses and see exactly how much money they make.
- Study exactly what works, and what doesn’t.
- Take action, because now you have the roadmap.
Join Starter Story and build your next big thing:
7. MeUndies ($75M/year)
Jonathan Shokrian launched MeUndies in 2011 after a frustrating underwear shopping experience. He raised an impressive $400,000 from family and friends to create a millennial-friendly online store for underwear, and the brand gained significant media attention in 2014 when Facebook blocked some of its ads featuring scantily-clad models. Since then, MeUndies has become popular among younger generations, boasting over 500,000 Facebook fans and 340,000 Instagram followers, thanks in part to celebrity endorsements from stars like Kylie Jenner and the Hadid sisters.
How much they make: $75M/year
Current team size: 126
MeUndies used social media shock value to become a millennial-friendly online store for underwear with more than 500k+ Facebook fans and 340+ Instagram followers, thanks to endorsements from stars like Kylie Jenner and the Hadid sisters.
8. Under Armour ($5.7B/year)
How much they make: $5.7B/year
Current team size: 10136
Under Armour, the American sports equipment and sports apparel manufacturing company, started from scratch in 1996 with an initial product of a synthetic base layer that wicks away sweat, and has since expanded their range to include football, cross-training, and running shoes, with 2019 revenues of $5.27 billion.
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- 4,818 founder case studies
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- 8,628 business ideas
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- 4,818 founder case studies
- Access to our founder directory
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- 8,628 business ideas
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- 4,818 founder case studies
- Access to our founder directory
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- 8,628 business ideas
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- 4,818 founder case studies
- Access to our founder directory
- Live events, courses and recordings
- 8,628 business ideas
- $1M in software savings
- 4,818 founder case studies
- Access to our founder directory
- Live events, courses and recordings
- 8,628 business ideas
- $1M in software savings
- 4,818 founder case studies
- Access to our founder directory
- Live events, courses and recordings
- 8,628 business ideas
- $1M in software savings
