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In the bustling aisles of London's high streets, a quiet revolution is unfolding. Shoppers weave through stores, their bags brimming with purchases, but it's not the latest streetwear or designer bags turning heads. It's underwear specifically, full-coverage, tummy-skimming briefs that prioritize comfort over flash. At Matalan, these practical big knickers have dominated, making up over half of underwear sales this year, with a 5 multi-pack of black full briefs topping the charts. This isn't a nostalgic throwback to outdated lingerie. It's a bold statement from Generation Z, a generation reshaping the innerwear industry with their unwavering commitment to sustainability, inclusivity, and comfort.

Redefining Innerwear: Gen Z's Priorities

For Gen Z, buying underwear isn't a casual errand it's a deliberate act of scrutiny. They demand eco-friendly materials like organic cotton or biodegradable fibers. They expect ethical production practices. And they insist on sizes and shades that reflect the diversity of real bodies, not just idealized ones. These aren't mere preferences; they're prerequisites. The global men's underwear market, valued at $16.5 billion in 2024 and projected to reach $23.8 billion by 2030 with a 5.4% CAGR, reflects this shift. Premium, comfortable underwear is in high demand, with branded options seeing a 15% annual sales surge in urban areas. The women's lingerie market is equally robust, with the combined sector expected to hit $72.3 billion by 2033 at a 2.4% CAGR.

Sustainability is a cornerstone. Gen Z favors brands that prioritize low-impact materials, such as Stripe Stare's biodegradable High Rise knickers, which have become a hit for their eco-conscious appeal and playful designs, from leopard print to polka dots. Circular fashion, including recycling programs and sustainable manufacturing, is gaining momentum as consumers push for accountability. Platforms like Depop and Etsy have capitalized on this, boosting the popularity of thrifted and vintage clothing, including a niche market for secondhand underwear, driven by the hunt for unique, affordable pieces.

Comfort is non-negotiable. The pandemic cemented a preference for relaxed, cozy clothing, and innerwear has followed suit. A Marks Spencer survey revealed that 51% of British women prioritize comfort in lingerie purchases, with only a quarter buying new pieces for a confidence boost. Gen Z craves versatile designs think breathable, moisture-wicking fabrics that transition seamlessly from workouts to lounging. The shapewear market, valued at $2.4 billion in 2022 and projected to reach $3.8 billion by 2031 with a 5.5% CAGR,embodies this trend. Brands like Honeylove have reframed shapewear as sculptwear, offering bold, flattering styles that Gen Z embraces as a means of self-expression, not concealment.

Inclusivity rounds out Gen Z's demands. They expect diverse sizing, skin-tone-matched options, and marketing that celebrates all bodies. Tailor and Circus excels here, with extended size ranges and campaigns that reject airbrushed ideals. For Gen Z, innerwear is more than a necessity it's a reflection of identity and values.

Brands Leading the Charge

Tailor and Circus stands out in a competitive landscape. Their use of organic cotton and low-waste production resonates with eco-conscious shoppers, while their inclusive sizing and body-positive campaigns connect with Gen Z's demand for authenticity. Their gender-neutral underwear line, in particular, has tapped into the generation's fluid approach to style, earning praise for both innovation and inclusivity.

Other brands are keeping pace. Aerie's #AerieREAL campaign, featuring unretouched models and sizes from XXS to XXL, has cultivated a loyal Gen Z following. ThirdLove's emphasis on fit, offering half-cup sizes and virtual fittings, aligns with the demand for personalized comfort. These brands aren't just selling products they're championing values. Online sales, which now account for nearly 40% of the men's underwear and women's lingerie market, are fueled by savvy social media strategies and influencer partnerships that amplify their reach.

Stripe Stare's biodegradable High Rise knickers are another success story. No one wants to worry about wedgies or a visible panty line, says co-founder Katie Lopes, capturing the practical yet stylish appeal that has earned the brand glowing reviews. By blending sustainability with comfort, these companies are transforming innerwear into a cultural touchstone.

Navigating the Challenges

Meeting Gen Z's expectations comes at a cost. Sustainable materials like bamboo or organic cotton are pricier than conventional alternatives, and ethical manufacturing often shrinks profit margins. Brands like Tailor and Circus must balance these expenses with affordable pricing, a delicate task in a market where fast fashion remains a tempting option for budget-conscious consumers.

Authenticity is another hurdle. Gen Z is quick to spot greenwashing brands that tout eco-friendly credentials without substance. Transparency is essential but risky: revealing too much about a supply chain can expose vulnerabilities, while sharing too little invites skepticism. The men's underwear market, projected to reach $21.9 billion by 2032 with a 5.3% CAGR, is banking on innovations like smart underwear with health-monitoring sensors. Yet, if these technologies rely on unethical sourcing, Gen Z will reject them outright.

Marketing missteps can also derail progress. Inclusivity campaigns must feel authentic, not performative. A single tone-deaf advertisement can spark a backlash, alienating a generation that values genuine representation. Brands must tread carefully, ensuring their messaging embraces diversity without veering into exploitation.

Seizing Opportunities

The payoff for aligning with Gen Z's values is substantial. Brands that prioritize sustainability, inclusivity, and comfort can foster deep loyalty, turning customers into advocates. Tailor and Circus has leveraged direct-to-consumer models, using platforms like Instagram and TikTok to engage Gen Z shoppers. These channels, combined with influencer collaborations, enable personalized experiences while keeping costs manageable.

Innovation offers another avenue for growth. Performance-driven underwear, projected to account for 18% of the men's market by 2028, highlights the fusion of style and function. Moisture-wicking fabrics and temperature-regulating designs cater to active lifestyles, while shapewear evolves into bold, visible styles that Gen Z proudly showcases. E-commerce, bolstered by platforms like Depop and Etsy, continues to drive accessibility, making sustainable and inclusive options more available than ever.

The Road Ahead

The innerwear industry stands at a pivotal moment, with Gen Z charting its course. As their purchasing power grows, their influence will intensify. Within five years, sustainability will be a baseline expectation, with biodegradable fabrics and circular fashion becoming standard. Inclusivity will expand to include gender-neutral designs and adaptive options for people with disabilities. Comfort will remain paramount, enhanced by technologies like health-tracking underwear or climate-adaptive materials.

For brands like Tailor and Circus, success hinges on authenticity and agility. Transparency in sourcing, a commitment to quality, and a willingness to listen to their audience are non-negotiable. Gen Z isn't just buying innerwear they're investing in a vision of a more ethical, inclusive world. Brands that meet them on their terms will earn not just sales but loyalty that endures. In a market this vibrant, that's a promise worth pursuing.

Disclaimer: The above helpful resources content contains personal opinions and experiences. The information provided is for general knowledge and does not constitute professional advice.

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