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Fashionable Underwear and Socks Market Size & Share, by End user (Men, Women, Children); Material; Distribution Channel; Type; Product Type - Global Supply & Demand Analysis, Growth Forecasts, Statistics Report 2026-2035

  • Report ID: 8199
  • Published Date: Oct 30, 2025
  • Report Format: PDF, PPT

Fashionable Underwear and Socks Market Outlook:

Fashionable Underwear and Socks Market size was valued at USD 45.9 billion in 2025 and is projected to reach USD 75.5 billion by the end of 2035, rising at a CAGR of 5.7% during the forecast period, i.e., 2026-2035. In 2026, the industry size of fashionable underwear and socks is estimated at USD 48.3 billion.

The innovations in designs and materials, coupled with the shifting consumer preferences, are readily propelling growth in the fashionable underwear and socks market. Also, the support from governing bodies and emerging fashion trends is an asset for this landscape, driving consistent demand. As evidence New South Wales Government in August 2025 reported that it introduced the inaugural NSW fashion sector strategy, which primarily focuses on high-quality, innovative, and inclusive fashion. It also stated that this strategy will allocate USD 300,000 to support First Nations and emerging fashion designers at Australia’s fashion week, highlighting a commitment to innovation.

Furthermore, the rapid rise in the e-commerce sector and social media is rearranging the growth dynamics in the field, allowing both the established and emerging brands to reach a wider group of audiences. As per an article published by IBEF in October 2025, India’s e-commerce industry is evolving exponentially, owing to the increased internet access, smartphone utilization, and growing demand from tier-2 and tier-3 cities, wherein the market is projected to reach USD 345 billion by the end of 2030, solidifying the market’s position in the country’s retail sector.

Fashionable Underwear And Socks Market Size
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Growth Drivers

  • Comfort & styling priorities: The escalating consumer preferences for features such as seamless construction, better fit, breathable fabrics, along with fashionable prints, are driving business in this field. An article published by the Information Resources Management Journal in January 2025 analyzed how Industry 4.0 technologies, such as AI, thermal imaging, and microclimate sensors, are used to optimize garment fabric texture for enhanced wearing comfort. Therefore, the study found that fabric material, gram weight, and texture influence both comfort and aesthetic appeal, hence contributing to the widespread market adoption.
  • Sustainability & ethical fashion: These factors are also readily influencing purchases, due to a strong environmental consciousness, consumers are choosing products made from organic cotton, bamboo, recycled yarns, and others. Balenzia, in February 2024, notified that in collaboration with WWF-India, it has launched the Love for Wild collection, which is a blend of stylish legwear with wildlife conservation advocacy. The company also stated that this collection, made from organic cotton, aims to raise awareness and support for WWF-India’s conservation efforts while promoting sustainable fashion.
  • Digital transformation expanding reach: The online and direct-to-consumer business models are making the products more accessible, thereby accelerating market growth. According to the article published by Research Nester, the e-commerce apparel market is expanding at a steady pace owing to the rising penetration of smartphones and social media over the years ahead. Therefore, this will boost the fashionable underwear and socks segment by expanding sales and offering greater visibility for niche and sustainable brands.

Challenges

  • Intense market competition: This, coupled with saturation, has skewed growth in the fashionable underwear and socks market. Also, the field is extremely fragmented since numerous brands are offering similar products at various price points. Therefore, this saturation makes it challenging for the firms to differentiate themselves through various designs & prices. In addition, the emergence of low-quality products further intensifies competition.
  • Rising raw material costs: The supply chain disruptions and the fluctuations in prices of raw materials such as cotton, wool, and synthetics are considerably affecting production costs. On the other hand, the transportation delays and labor shortages can also cause inventory shortages, ultimately delaying delivery, thereby impacting customer satisfaction. Therefore, this also negatively impacts brand reputation, hence creating hesitation among players to make investments in this sector.

Fashionable Underwear and Socks Market Size and Forecast:

Report Attribute Details

Base Year

2025

Forecast Year

2026-2035

CAGR

5.7%

Base Year Market Size (2025)

USD 45.9 billion

Forecast Year Market Size (2035)

USD 75.5 billion

Regional Scope

  • North America (U.S. and Canada)
  • Asia Pacific (Japan, China, India, Indonesia, Malaysia, Australia, South Korea, Rest of Asia Pacific)
  • Europe (UK, Germany, France, Italy, Spain, Russia, NORDIC, Rest of Europe)
  • Latin America (Mexico, Argentina, Brazil, Rest of Latin America)
  • Middle East and Africa (Israel, GCC, North Africa, South Africa, Rest of the Middle East and Africa)
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Fashionable Underwear and Socks Market Segmentation:

End user Segment Analysis

The men segment in the fashionable underwear and socks market is projected to garner the largest revenue share of 45.8% in the fashionable underwear and socks market during the forecast duration. Men purchase underwear and socks more frequently and show higher replacement rates. In this regard, most of the credible sources report that men’s apparel and undergarments account for a larger per capita spend when compared to women, thereby supporting sustained dominance of this subtype in the upcoming years.

Material Segment Analysis

The cotton segment is expected to attain a significant share of 40.3% in the fashionable underwear and socks market by the end of 2035.  As per an article published by USDA in March 2025, the U.S.is the largest importer of cotton products in 2024, wherein it also saw a 10% increase in imports to 3.3 million metric tons, which was driven by strong consumer demand and retailers replenishing depleted inventories. It also stated that there was a 2.8% rise in U.S. real GDP and a 2% increase in retail clothing sales, reflecting robust consumer spending.

Distribution Channel Segment Analysis

The e-commerce segment is anticipated to capture a significant share of 35.3% in the fashionable underwear and socks market during the forecast period. The growth in the segment is highly subject to the fastest-growing sales route for fashion essentials. Also, the increased digital penetration, personalized marketing, and subscription models are significantly driving the subtype’s growth in this field. Furthermore, this shift also reflects changing consumer preferences towards convenience and specific shopping experiences, hence denoting a positive market outlook.

Our in-depth analysis of the fashionable underwear and socks market includes the following segments:

Segment

Subsegments

End user
  • Men
  • Women
  • Children

Material
  • Cotton
  • Synthetic Fibers
  • Polyester
  • Nylon
  • Spandex
  • Wool
  • Sustainable
  • Bamboo
  • Organic Cotton
  • Recycled Polyester

Distribution Channel
  • Online
  • Supermarkets & Hypermarkets
  • Brand Stores
  • Others
  • Convenience Stores
  • Direct-to-Consumer Subscriptions

Type
  • Underwear
  • Men
  • Women
  • Children
  • Socks

Product Type
  • Casual
  • Underwear
  • Socks
  • Athletic
  • Formal
  • Specialty
Vishnu Nair
Vishnu Nair
Head - Global Business Development

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Fashionable Underwear and Socks Market - Regional Analysis

APAC Market Insights

Asia Pacific is likely to dominate the global fashionable underwear and socks market, capturing the largest revenue share of 38.5% during the forecast period. The region’s dominance in this field is effectively attributable to the convergence of cultural influences and the demand for sustainability and ethical production. In January 2025, Bonjour introduced its eco-friendly bamboo socks, which are made from sustainable bamboo fabric, with enhanced breathability and natural odor resistance. These socks also feature antibacterial properties and are promoted through the 7-day no smell campaign, thereby underscoring both comfort and hygiene.

China is augmenting its leadership in the regional fashionable underwear and socks market on account of urbanization and rising disposable incomes, which in turn led to an increased demand for premium and designer products. Besides, the consumers in the country are increasingly influenced by the worldwide fashion trends with a strong emphasis on personalization. The expansion of e-commerce platforms has enhanced access to a wide range of products, thereby enabling a profitable business environment.

India is recognized as one of the most influential landscapes for the fashionable underwear & socks market, effectively fueled by the influence of millennials and Gen Z consumers. On the other hand, the rise of domestic brands and the emergence of online retail platforms have enhanced access to both trendy and affordable options. Reliance Retail Ventures in September 2024 reported that it established a 50/50 joint venture with Delta Galil to create an apparel innovation platform especially for consumers in the country. Besides, the partnership will offer Delta Galil’s intimate apparel and activewear across retail, wholesale, and digital channels, hence positively impacting market growth.

North America Market Insights

North America fashionable underwear and socks market is expected to witness dynamic growth throughout the discussed tenure. The leadership is primarily driven by trends such as athleisure, eco-friendly materials, and innovative designs. In October 2025, Smartwool and Icebreaker announced a four-year partnership with Alterra Mountain Company, thereby becoming the official base layer and mid-layer partners at select Alterra destinations across the region.

The U.S. holds a strong position in the fashionable underwear and socks market owing to the strong brand consciousness and a strong focus on premium quality. In April 2025, HanesBrands announced that Bonds made its U.S. debut by bringing its made-for-down-under comfort stateside.  The company also stated that the launch features a national campaign showcasing the brand’s signature comfort, innovative fabrics, and bold designs across men’s and women’s underwear, activewear, and essentials, hence drawing the interest of more pioneers to establish their footprint in the country.

Canada is also portraying steady growth in the fashionable underwear and socks market due to the retailer's focus on enhancing the shopping experience through the most curated selections, seasonal collections. Also, these factors are reshaping the purchase patterns wherein both established and emerging firms are competing to capture consumer attention. Furthermore, retailers are blending online and offline experiences, hence making it suitable for standard market growth.

Europe Market Insights

Europe fashionable underwear and socks market is expected to showcase tremendous growth in the years ahead, owing to the blend of style, comfort, and sustainability. The enhanced access to a diverse range of brands and designs, coupled with the emerging fashion trends, is providing an encouraging opportunity for players in this field. In January 2024, Passionata reported that it had officially joined Delta Galil Industries, which is a manufacturer and marketer of branded and private-label apparel, including intimate wear, activewear, and others. Therefore, this move will enhance its worldwide presence, reaching 18 countries across various distribution channels.

Germany is solidifying its position in the regional fashionable underwear and socks market, owing to the strong demand for sustainable and eco-friendly products and increasing collaborations in this field. For instance, in April 2022, Cathay Capital reported that it had acquired a minority stake in SNOCKS, which is a Germany-based brand specializing in socks, underwear, and sportswear. Further, the company stated that through this move, SNOCKS aims to accelerate international expansion in Western Europe, diversify sales channels, and grow its product lines.

The U.K. fashionable underwear and socks market is undergoing a significant transformation wherein the socks are evolving from mere functional items to bold fashion statements.  The country also benefits from the presence of brands such as Happy Socks and Gymshark, which have successfully capitalized on this trend, offering vibrant and expressive designs that appeal to a wide demographic. Furthermore, the affordability and versatility of both of these products make them an attractive option for consumers looking to update their wardrobe with a very minimal investment.

Fashionable Underwear And Socks Market Share
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Key Fashionable Underwear and Socks Market Players:

    Below is the list of some prominent players operating in the global market:

    • HanesBrands Inc. (U.S.)
      • Company Overview
      • Business Strategy
      • Key Product Offerings
      • Financial Performance
      • Key Performance Indicators
      • Risk Analysis
      • Recent Development
      • Regional Presence
      • SWOT Analysis
    • Fruit of the Loom, Inc. (U.S.)
    • Jockey International
    • Adidas AG (Germany)
    • Puma SE (Germany)
    • Triumph International (Switzerland / Germany)
    • Wacoal Holdings Corp. (Japan)
    • Page Industries Ltd (India)
    • Infiiloom (India)
    • Solidtex Industry Sdn Bhd (Malaysia)
    • Happy Socks (Sweden/Australia/Global)
    • Thorlo Inc. (U.S.)
    • Schiesser AG (Germany)
    • Wolford AG (Austria)
    • Virat Industries Ltd. (India)
    • Windfair Exports (India)
    • Golden Lady Company SpA (Italy)
    • Nike, Inc. (U.S.)
    • Asics Corp. (Japan)
    • Falke Group (Germany)

    The global fashionable underwear and socks market represents an intensifying competition between brands leveraging scale and innovation. Besides the established players such as HanesBrands and Fruit of the Loom, who are focusing on mass-market reach with high-volume production, worldwide distribution, and cost efficiencies.  For instance, in July 2025, Li & Fung reported that it had acquired Orrsum, which is a UK-based leader in hosiery, underwear, and loungewear, to accelerate innovation and expand its global product expertise, hence reflecting its focus on platform-based growth and category specialization.

    Corporate Landscape of the Fashionable Underwear and Socks Market:

    • HanesBrands Inc. is recognized as the global leader in basic apparel and innerwear it comprising the brands such as Hanes, Champion, Maidenform, and Bali. With numerous strategies implemented by the firm, it has gained a greater scale of manufacturing. The company emphasizes global reach, cost synergy, and enhanced value propositions through the brand value and operational integration.
    • Page Industries Ltd is based in India and is the exclusive licensee of the Jockey brand in the country and its neighboring countries. The company has a robust manufacturing-distribution footprint. Besides, it focuses on expansion into tier-II/III cities, premium innerwear growth, and leveraging e-commerce along with brick-and-mortar.
    • Wacoal Holdings Corp. is headquartered in Japan and is identified as a major manufacturer of intimate apparel, nightwear, children’s underwear, and sportswear. On the other hand, the company also emphasizes retail-direct channels along with quality craftsmanship and brand positioning in the lingerie.
    • Nike, Inc. is best known for its athletic footwear; it also plays in the socks and apparel field. It has a win-now strategy through which it is enhancing the brand’s scale, innovation pipeline, and DTC strategy, giving it influence across fashion-underwear or socks. Hence, this prompts a profitable business environment for the firm in this field.
    • PUMA SE Puma has articulated a brand elevation strategy, committing to sharpen performance credibility and sport-style relevance. The broader apparel/hosiery ecosystem drives innovation and style + function synergy relevant for the socks/underwear market.

Recent Developments

  • In August 2025, Gildan and HanesBrands reported that they had entered into a strategic alliance to combine, creating a global leader in basic apparel with a strengthened portfolio of iconic innerwear brands and a low-cost, vertically integrated manufacturing network.
  • In March 2022, Castore reported that it had signed professional golfer Matt Fitzpatrick in a multi-year deal, with a focus on innovative, high-performance golf apparel designed for comfort and freedom of movement.
  • Report ID: 8199
  • Published Date: Oct 30, 2025
  • Report Format: PDF, PPT
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Frequently Asked Questions (FAQ)

In the year 2025, the industry size of the fashionable underwear and socks market was over USD 45.9 billion.

The market size for the fashionable underwear and socks market is projected to reach USD 75.5 billion by the end of 2035, expanding at a CAGR of 5.7% during the forecast period, i.e., between 2026-2035.

The major players in the market are HanesBrands Inc., Fruit of the Loom, Inc., Jockey International, Adidas AG, Puma SE, Triumph International, and others.

In terms of end user, the men segment is anticipated to garner the largest market share of 45.8% by 2035 and display lucrative growth opportunities during 2026-2035.

The market in the Asia Pacific is projected to hold the largest market share of 38.5% by the end of 2035 and provide more business opportunities in the future.

Fashionable Underwear And Socks Market Report Scope

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