Once among the least glamorous items of attire, men’s underpants are flying out of the shops like never before — thanks largely to David Beckham.
Demand for designer brands such as Calvin Klein, Versace and Dior has been so strong that Selfridges has given its men’s undies department an extra 20 per cent of floor space.
A new Bodywear section on the first floor opened last week stocking 25,000 pairs of men’s pants as well as socks, pyjamas, dressing gowns and swimming trunks. Store bosses said that after years of plodding along, men’s underwear sales rose 28 per cent last year, one of its best-performing clothes categories.
As well as ads featuring toned role models wearing very little, including the former England football captain — whose own underwear range is stocked at H&M — and rugby player Thom Evans, women’s growing intolerance of saggy grey Y-fronts has also contributed to the trend. Another factor has been the fashion for low-slung jeans which put men’s underwear labels on public display. Richard Sanderson, menswear buying manager at Selfridges, said: “Men are becoming more conscious of what they are wearing when they take off their trousers. They want to impress their women — or their men — or just want to feel more comfortable.
“Men don’t want a rough seam or something that rubs or chafes anymore. They want something forgiving that makes them feel good. A huge deal of research goes into a pair of pants.”
The most expensive single item in the 9,000 sq ft Selfridges department is a £915 silk dressing gown from Savile Row tailor Derek Rose. Pants range from £15 for a pair of Calvin Kleins to £75 for Dior. Socks start at £8 and go up to £100 for cashmere. There is also a new trend towards “body shaping” underwear, including Anglefit pants from D.Hedral that promise “maximum comfort with zero sagging”.
Other retailers also report a change in buying patterns. Jane Garner, a partner at online retailers deadgoodundies.com, said some men spend £1,000 a time.
Alan Greenspan, ex-chairman of the US Federal Reserve Bank, regarded men’s undies sales as a reliable indicator of the state of the economy: the briefs boom could be good news for us all.
