The global underwear industry is going through a major change. It is the biggest shift since the early 1900s. The old idea that underwear must be clearly "for men" or "for women" is breaking down. Gender-neutral fashion is growing fast, and it is changing how underwear is designed, sold, and worn. This reflects a change in values, especially among younger people. Many now see clothing as a way to express who they are, not as a rule they must follow. Gender-neutral underwear is at the center of this shift. It focuses on comfort, fit, and function instead of sexualized looks or strict gender labels.
How Underwear Became Gendered
Underwear has always reflected how society thinks about gender and the body. In ancient times, underwear was mostly unisex. In Ancient Egypt, people wore a simple loincloth called a schenti. It was worn by people of different genders and social classes. During the Middle Ages, both men and women wore braies, which were loose linen shorts worn under clothing.
Things changed during the Renaissance. Underwear became clearly divided by gender. For women, the corset appeared in the 1500s. It was designed to reshape the body into an "ideal" form. Corsets used whalebone and later metal parts to pull the waist tighter and tighter. The hourglass shape became a symbol of beauty and social status.
Once underwear was labeled as "men's" or "women's," it reinforced gender differences. Shops, ads, and sizing systems all helped fix these ideas in place. Children learned these divisions early. Only in the early 2000s, helped by social media and the body-positivity movement, did gender-neutral underwear start to challenge these long-standing norms.
The Pink Tax in Underwear
Even today, gender inequality is built into underwear pricing. Products marketed to women often cost more than similar products for men. On average, women's clothing costs about 8% more. In personal care products, the difference can be as high as 13%. This is often called the "pink tax."
There is also a real gender tax in global trade. In the United States, women's underwear is taxed more heavily than men's. In 2022, the average import tax on women's underwear was 15.5%. For men's underwear, it was 11.5%. This means women pay about 35% more in tariffs.
These taxes add around US$1.10 per pair for women, compared to about US$0.75 for men. The system is also regressive. Cheap, mass-market underwear made from synthetic fabrics is taxed more than luxury silk items. Because women buy underwear more often, they end up paying more of this cost. Each year, women contribute about US$1.23 billion of the total tariff revenue. This puts a heavier burden on women and gender-diverse shoppers who buy from the "women's" category.
Why Gender-Neutral Underwear Is Growing
Several forces are pushing the industry toward gender-neutral design.
Younger Consumers Gen Z and Millennials are leading the change. About 56% of Gen Z shoppers prefer brands with gender-neutral options. Around 70% say they are interested in gender-fluid fashion in the future. For them, style is personal. They do not believe clothes should have a gender.
Online Shopping
E-commerce makes gender-neutral underwear easier to find. Online stores are not limited by physical shelves or traditional store layouts. Brands can reach customers anywhere in the world. Websites can also avoid "men's" and "women's" sections and instead use filters based on fit, style, or function.
Better Materials and Design
Modern gender-neutral underwear focuses on fit and comfort. Designs may include adaptive pouches or flat-front options to suit different bodies. New stretch fabrics can return to almost their original shape even after many washes. Materials like MicroModal and bamboo fibers are softer than cotton and manage moisture better. These features matter for active people and those with sensory sensitivities.
Problems with Performative Inclusivity
As gender-neutral fashion becomes popular, criticism has grown. Some brands use rainbow colors or Pride themes only to boost sales. This is often called "rainbow washing." These same companies may support political groups that work against LGBTQ+ rights. Many consumers now call out this behavior online. Without real diversity in leadership or long-term commitment, these campaigns feel empty.
There are also design problems. Many "gender-neutral" products are sized using men's standards. This assumes everyone can simply wear men's underwear, which is not true. Inclusive lines are often limited to loose, shapeless basics. This ignores people who want fitted or expressive designs. Some large retailers also launch inclusive collections and then drop them quickly due to poor planning or lack of support.
Conclusion and What the Industry Should Do
The underwear industry is changing deeply. Social values and product engineering are coming together. To make real progress, brands must go beyond surface-level changes.
Design should start with dignity. Brands should work with LGBTQ+ and disability groups to create underwear that fits real bodies and respects identity. Online stores should organize products by type or use, not by gender. Industry leaders should push to remove unfair tariffs that place extra costs on women and lower-income shoppers. Inclusive design should also go hand in hand with ethical and sustainable production.
Gender-neutral underwear gives people the freedom to choose comfort, fit, and style without being forced into a category. It supports self-acceptance and confidence, replacing old rules with personal choice.
Custom underwear exporter since 2001, JMC delivers a wide range of services to importers, brands and sourcing agents. We specialize in producing quality intimates, underwear, and swimwear.
