For a long time, the men’s thong was the forbidden garment of the retail world, a niche item relegated to the back of adult stores or punchlines in sitcoms. However, there is a quiet but significant shift in the global underwear market.
The thong is gradually becoming less of a fringe curiosity. With improvements in design, materials, and function, along with changes in society’s view of masculinity, it is becoming a standard utility item for men like me who prioritise comfort and performance over traditional social scripts.
Market analysis indicates a steady growth in the minimalist underwear category. While boxer-briefs are still the go-to standard, the speciality and performance designs have seen a 15–20% year-on-year growth in the UK and North American markets.
Data from major search engines shows that queries for “technical men’s thongs” and “breathable gym underwear” have reached all-time highs. This suggests that the thong curiosity isn’t just aesthetic, it’s driven by a search for physical solutions to heat and chafing.
As compression tights and slim-fit joggers became the uniform for the modern gym-goer, the limitations of baggy boxers became impossible to ignore. After researching options, men might try experimenting with a thong purely for leg day, realising that the stability and support were actually beneficial for their daily life as well. The “performance gym thong” is the gateway drug to the “daily thong.”
Perhaps the most telling sign of how common thongs are becoming is who is buying them. It’s no longer exclusively the LGBTQ community or fashion-conscious youth; retailers report their most consistent customers are straight men in their 30s, 40s, and 50s. These men aren’t looking to make a statement; they are looking for comfort. They are frequent travellers, marathon runners, and professionals who have realised that traditional underwear is a poorly designed tool for their active lives.
Social media and the wellness movement have played a massive role in normalising the garment. Fitness influencers, blogs, and retailers frequently discuss the benefits of “anatomical support” and “thermal regulation.” By framing the thong as a performance tool rather than an “intimate secret,” the stigma has lost its power. Younger generations are viewing clothing with a much more fluid, pragmatic lens. For them, if a garment works better, you wear it. The idea of “forbidden” underwear feels dated.
So why do they still seem like the niche choice?
I think it comes down to visibility. You cannot tell if a man is wearing a thong unless it is on show, and since men are wearing them for comfort and support, rather than performance, they’re not going to have them visible. Every man in your office might be wearing a thong, and you’d have no idea. It’s difficult to know how popular something hidden is.
Another reason I think the thong feels niche is visibility within retail. You won’t find a dedicated thong section at a local department store; you’ll even struggle to find a single offering in a sea of boxer-briefs. The lack of visible thong representation within mainstream retailers makes the choice seem out-of-the-norm, despite many well-known brands having thong product lines.
So, how common are they?
It is impossible to tell. I think they are common enough that if you were to truly poll a group of active, modern men, a surprising percentage would admit to having a few pairs in their drawers.
Will men’s thongs ever become the mainstream choice?
The thong is following the same path as the electric car: it started as an expensive novelty for a niche market. But as the technology improved, the benefits became undeniable. With appropriate marketing, people became willing to experiment and make the switch, and it paid off.
I don’t think it will ever become the go-to option for everyone, but it should be a choice people can make without feeling like they’re being weird.
