5 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.
In this list, you'll find real-world men's underwear brand success stories and very profitable examples of starting a men's underwear brand that makes money.
1. 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 money it makes: $24M/year
How much did it cost to start: $40K
How many people on the team: 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.
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 money it makes: $3.6M/year
How much did it cost to start: $5K
How many people on the team: 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.
3. 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 money it makes: $960K/year
How many people on the team: 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.
4. 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 money it makes: $60K/year
How many people on the team: 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.
5. 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 money it makes: $9.6K/year
How much did it cost to start: $1.24K
How many people on the team: 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.
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Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
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