SAXX Mens Underwear 2024 Preview

Retail Buyers Guide: Mens Underwear 2024 Retail Buyer’s Guide
Brand: Saxx
Interviewee: DARREN WILCOX UK Brand Manger

How was the market for mens underwear in 2023?
The market in men’s underwear was flat to slightly down in 2023. Brands who are innovating continue to take market share and are poised for growth in 2024. SAXX continues to innovate and we have planned for further growth in 2024.

What are the key trends in Men’s Underwear for 2024? Continued focus on cooling, body diversity, selfcare zeitgeist (movement from women’s to mens)
In which product segment of your 2024 collection do you expect your biggest growth? In relaunches of key programs that bring critical, upleveled improvements with added benefits. You will see this in our Vibe Xtra and Multi Sport Mesh families specifically.

What shapes/designs do you offer in your 2024 collection?
Boxer Brief, Trunk, Brief, Boxer Short, Sleep Boxer and Long Leg.

What materials are you using?
Underwear- SAXX Underwear products are made with materials featuring:

4-Way Knit construction
Soft Comfort next to skin
Lightweight
Breathable
Odor Resistance
Easy Care

Product Family Highlights
DropTemp™ Cooling Mesh

85% Recycled Polyester / 15% Spandex
Wicking, Moisture Management
Active Evaporative Cooling
Exclusive Breathable Mesh-Jersey knit

DropTemp™ Cooling Cotton Jersey

57% Cotton / 38% Modal / 5% Spandex
Exceptional Soft Hand
Moves moisture away from skin
Evaporative Cooling for all day comfort
Naturally Breathable

DropTemp™ Hydro Mesh Swim Liner

87% Polyester / 13% Spandex
Ultra-lightweight
Wicking, Moisture Management
Active Evaporative Cooling
Quick Dry, Quick Drain
Face Resistant to Chlorine and Salt Water

Multi-Sport Fine Stripe Mesh

88% Polyester / 12% Spandex
Unique Mesh Stripe knit construction
Wicking, Moisture Management
Active Evaporative Cooling
Quick Dry

Vibe Xtra EcoVero Viscose Jersey with Stop Drop Technology

95% EcoVero Viscose / 5% Spandex
Ultra-soft
Moves moisture away from skin
Fresh, clean colors and prints
Stop Drop Technology™ built into the Ballpark Pouch™ – Polyester/Tencel/Spandex Mesh moves those last drops away from skin to keep you dry

What colour palettes and graphics are you featuring in this collection? Any standout prints or collaborations you’d like to highlight?
We collaborated with artist Erik Abel for our Artist Series in S24. Erik Abel is a painter, sculptor and illustrator out of the PNW. Well-known and well-loved by the outdoor community, his art is Inspired by his love of the ocean, surfing and travel, Erik’s work articulates the spirit of the water and awe of nature.

How are you addressing sustainability?
SAXX has developed a long-term strategic Work Plan with goals mapped out addressing:

Carbon Footprinting
Supply Chain ESG goals for environmental and social compliance – Water, Waste, Chemistry, Higg assessment tracking
Seasonal RSL Testing
Expanding Oeko-Tex STANDARD 100 product certification
Lenzing EcoVero certified Viscose
Microfiber Shedding Testing
Garment Marker efficiency target
Recycled Polyester integration into product
SAXX Higg BRM annual submission
Packaging – Reduce and improve sustainability
Focus Brand communication on Men’s Health, Self-Care, and Inclusivity

How are you supporting retailers to sell your men’s underwear?
We supply our retailers with a multitude of branded fixtures to highlight our products in-store. As a premium, technical, performance brand we lean on in-store graphics and digital assets to tell consumers what seperates SAXX from the competition. In addition, we partner with Promoboxx, which allows our retailers to seamlessly access all brand content, a post marketing campaigns directly to their channels to drive traffic.

Key Products:

Everyday EcoVero™ Viscose (Vibe Xtra):
All men deal with last drops. Gentleman, do something about it. Quit the post-pee shaking and dancing and give yourself an upgrade with Stop Drop Technology™. Made with super-soft Lenzing EcoVero™ traceable Viscose has a reduced environmental footprint, we have integrated a unique wicking mesh fabric structure into this pair’s pouch to deal with those awkward visible .

Vibe Xtra

Multi Sport Mesh- An athlete doesn’t need to adjust his underwear or underload in this underwear. Featuring a 6” No Ride Up leg and the BallPark Pouch™PRO, this soft and versatile style keeps everything put during sport and daily activities. And to ensure that your kettleballs stay dry and comfy after bathroom breaks, we’ve integrated Stop Drop Technology™ into the pouch.

Multi-Sport Mesh

DT Cooling Hydro Liner- Aquatic underwear equipped with the BallPark Pouch™. Built to provide chafe-free comfort, this pair is made using an ultra-light micro-mesh that’s both quick-dry and quick-drain. And thanks to our exclusive cooling tech, Hydro Liner keeps you chill as a krill for the entire beach day and beyond. Do yourself a favor and leave the soggy boxer briefs at home.

Droptemp Cooling Hydro Liner