The French have encapsulated the trend in men's underwear with their usual flair and seduction at this year's Salon international de la lingerie in Paris. "That a man likes seducing is not new. That he is sexy is not extraordinary. That brands increasingly develop men's underwear lines, what could be more normal?"
The sector is growing with the rise of the celebrity metro sexual man passionate about self-image and lifestyle. The modern man takes care of himself, reads magazines for men and is more than ever interested by the world of men's fashion. The early 1980's marks the time when men's underwear stopped being merely functional and became fashionable and sexy. Remember Nick Kamen? Sales of boxer shorts went through the roof when he dropped his Levis to reveal immaculate white boxers. Footballers are increasingly heading the advertising campaigns. There is even an ever increasing trend for the waistband to be visible over the top of their trousers. Men's underwear has become a fashion accessory and a lifestyle statement.
The industry has been evolving since then with the key message in Paris being "Evolution and Revolution." "Not for everybody" is how the exclusive company Bruno Banani describes itself, comfort and good design on the cutting edge of fashion defines the new generation of men's underwear. Designers are revitalising the underwear industry with sophisticated, fun, top quality underwear. Bringing a new sense of style to what was once a purely functional part of a man's wardrobe.
It's not all about men's underwear being a fashion accessory, ranges are now designed using the latest fabric technology such as second skin, seamless, microfibres and modal although cotton is still a firm favourite accounting for the largest proportion of retail sales. Fabrics maintain menswear traditions but are interspersed with female touches, softness, shine and even transparency.
The fact that underwear is hidden by outer clothing hasn't held back the growth of women's lingerie. Logos are bigger and bolder than ever with branded waist bands still a key look. A large high street store survey revealed that 70% of men care as much about how they look in underwear as much as women. Men's underwear with sex appeal? Why not?
There are underwear retailers offering an array of cutting edge, top quality designer underwear in a variety of styles, fabrics and colours. Including ranges from Calvin Klein, Bruno Banani, Hom, Diesel, Puma and many more.
