What if choosing the right underwear could change your whole day? In 2025, quality underwear does more than just cover—it boosts your confidence, comfort, and personal style.
As trends evolve, finding the best stores for underwear means looking for those that offer innovation, inclusivity, and lasting value. The right fit can make you feel unstoppable, no matter your shape or preference.
In this guide, we’ll reveal the top 10 stores for underwear in 2025, carefully selected for their comfort, sustainability, and customer experience. Ready to upgrade your basics? Let’s dive in.
What to Look for in the Best Underwear Stores
Choosing the best stores for underwear in 2025 means looking beyond just price tags or trendy designs. The market is evolving fast, and the top stores for underwear are setting new standards for comfort, inclusivity, and innovation. Here’s what matters most when you’re searching for your perfect match.
Range of Styles and Sizes
Leading stores for underwear offer a broad assortment—think briefs, thongs, boxers, bras, and specialty options. This diversity ensures everyone finds a style that matches their needs. Inclusivity in sizing is just as vital. Stores for underwear that cater to petite, plus, and gender-neutral customers are seeing a 30% boost in customer satisfaction.
Want to explore a truly inclusive selection? Check out this underwear for all body types collection, where size and style variety are a top priority.
Comfort and Fabric Technology
The best stores for underwear make comfort non-negotiable. Seamless, tagless, and breathable designs are everywhere, often using advanced fabrics like modal, bamboo, or ice silk. These innovations create a barely-there feel and help regulate temperature.
According to Statista (2024), 68% of shoppers say comfort is more important than price when choosing stores for underwear. If you value softness and support, focus on stores leading in fabric technology.
Sustainability and Ethical Practices
Eco-conscious shopping is shaping which stores for underwear rise to the top. Look for brands using organic cotton, recycled fibers, or biodegradable materials. Transparency about ethical labor is increasingly expected.
For example, Pact’s organic cotton line reduces water usage by 50%. The best stores for underwear are those that balance sustainability with quality, making it easier to shop responsibly.
Pricing and Value
Balancing affordability and quality is essential when comparing stores for underwear. Subscription models and bulk discounts are now standard. In fact, 42% of shoppers seek out bundled deals for better value.
Top stores for underwear offer tiered pricing, loyalty programs, and frequent sales, making it easy to refresh your drawer without overspending.
Customer Experience and Reviews
A seamless customer experience sets great stores for underwear apart. Fast shipping, easy returns, and helpful support are must-haves. High Trustpilot scores and glowing testimonials are reliable indicators of satisfaction.
Stores with ratings above 4.5 out of 5 enjoy a 25% higher repeat purchase rate, proving that customer trust is key to long-term loyalty.
Innovation and Problem-Solving
The most exciting stores for underwear address real-world problems—think sweat patches, panty lines, or camel toe. Adaptive fits and seamless designs are transforming comfort and confidence.
Ambar Wear stands out for its unique anti-camel-toe and sweat-proof solutions, showing how innovative stores for underwear are redefining what’s possible in daily essentials.
10 Best Stores for Underwear in 2025
Finding the perfect underwear can feel overwhelming with so many choices, but the right pick can transform your day. In 2025, the best stores for underwear combine innovative features, inclusive sizing, and modern style. Whether you’re searching for seamless comfort, eco-friendly options, or bold designs, this list covers every preference and need.
Below, you’ll find a detailed look at the 10 best stores for underwear in 2025, highlighting what sets each apart. Use this guide to discover your next favorite brand and shop with confidence.
Ambar Wear
Ambar Wear leads the pack in innovation among stores for underwear. Their collection is designed with seamless construction, anti-camel-toe panels, and sweat-proof fabrics, making underwear truly invisible under clothing. Available in sizes to fit every body, Ambar Wear prioritizes confidence and comfort.
| Feature | Details |
|---|---|
| Pricing | $14.90–$74.90, frequent sales |
| Core Features | Seamless, anti-camel-toe, sweat-proof |
| Unique Points | Invisible fit, inclusive sizing |
| Target Audience | Women of all body types |
Pros:
- Innovative solutions for common issues
- High customer ratings (4.9/5)
- Flattering, confidence-boosting fit
Cons:
- Focused on women; limited men’s options
Discover their best-selling underwear collection for a curated selection of top-rated pieces. Ambar Wear sets the standard for stores for underwear with real solutions for modern needs.
ThirdLove
For those seeking a personalized fit, ThirdLove stands out among stores for underwear. Their signature Fit Finder quiz and half-cup sizing ensure a customized experience, especially for bras. Comfort is elevated with soft memory foam cups and a wide size range (AA–I, bands 30–48).
| Feature | Details |
|---|---|
| Pricing | $12–$80, bundles available |
| Core Features | Half-cup sizes, fit finder, memory foam |
| Unique Points | Custom fit, easy returns |
| Target Audience | Women wanting personalized comfort |
Pros:
- Extensive size options
- High fit accuracy
- Hassle-free returns
Cons:
- Bras can be pricier than average
ThirdLove raises the bar for stores for underwear by offering inclusivity and comfort for every body.
MeUndies
MeUndies is a go-to for fun, comfort-first underwear. Their MicroModal fabric is ultra-soft, and their playful prints appeal to a wide range of shoppers. As one of the leading stores for underwear, MeUndies also offers gender-inclusive styles and convenient subscriptions.
| Feature | Details |
|---|---|
| Pricing | $14–$60, up to 30% off with subscription |
| Core Features | MicroModal, fun prints, inclusive options |
| Unique Points | Comfort, eco-friendly, matching sets |
| Target Audience | Men, women, couples, non-binary |
Pros:
- Exceptionally soft materials
- Flexible subscription savings
- Wide size range
Cons:
- Prints may not suit minimalist tastes
MeUndies makes it easy to refresh your drawer with stylish and comfortable options from one of the most playful stores for underwear.
Calvin Klein
Calvin Klein remains a staple in the world of stores for underwear, offering timeless designs and iconic branding. Their collections feature minimalist styles in cotton and microfiber, perfect for everyday wear.
| Feature | Details |
|---|---|
| Pricing | $18–$60, frequent multipack deals |
| Core Features | Iconic branding, minimalist, durable |
| Unique Points | Reliable quality, global recognition |
| Target Audience | Men and women seeking classics |
Pros:
- Durable construction
- Stylish, timeless appeal
- Widely available
Cons:
- Bold branding may not appeal to everyone
Calvin Klein is synonymous with classic, reliable stores for underwear that never go out of style.
Parade
Parade brings youthful energy to stores for underwear with bold colors, recycled fabrics, and a commitment to body positivity. Their inclusive sizing (XS–5XL) and affordable pricing make them a favorite among Gen Z and millennials.
| Feature | Details |
|---|---|
| Pricing | $8–$60, multi-pack discounts |
| Core Features | Recycled fabric, bold colors |
| Unique Points | Sustainability, body positivity |
| Target Audience | Gen Z, millennials, eco-conscious |
Pros:
- Affordable and sustainable
- Vibrant, modern styles
- Wide size range
Cons:
- Fewer neutral options
Parade’s approach makes them a standout among stores for underwear focused on youthful, eco-friendly fashion.
Tommy John
Tommy John is a performance-driven leader among stores for underwear, prioritizing comfort for active lifestyles. Their stay-put waistbands, moisture-wicking fabrics, and contour pouches offer support and reliability.
| Feature | Details |
|---|---|
| Pricing | $18–$68, bundles available |
| Core Features | Stay-put waistband, moisture-wicking |
| Unique Points | No ride-up guarantee |
| Target Audience | Men and women, active lifestyles |
Pros:
- Lasting comfort
- Great for workouts and daily wear
- Strong men’s selection
Cons:
- Limited variety for women
Tommy John is one of the best stores for underwear for those who need underwear that keeps up with their day.
Savage X Fenty
Savage X Fenty redefines stores for underwear with bold, expressive designs and a dedication to inclusivity. Their extended sizing (XS–4X) and celebrity-backed collections attract a diverse, fashion-forward audience.
| Feature | Details |
|---|---|
| Pricing | $7–$70, VIP discounts |
| Core Features | Inclusive lingerie, basics, bold styles |
| Unique Points | Diversity, trendy branding |
| Target Audience | All genders, expressive shoppers |
Pros:
- Trend-driven collections
- Affordable pricing
- Wide size range
Cons:
- Membership model can be confusing
Savage X Fenty’s fearless approach cements its place among the most innovative stores for underwear in 2025.
Hanky Panky
Hanky Panky is legendary for their signature lace thongs and one-size-fits-most designs. As one of the classic stores for underwear, they offer comfort, luxury, and eco-friendly lace made in the USA.
| Feature | Details |
|---|---|
| Pricing | $22–$98, multi-pack discounts |
| Core Features | Stretch lace, no VPL, USA-made |
| Unique Points | Cult following, legendary comfort |
| Target Audience | Women seeking comfort and luxury |
Pros:
- Invisible under clothing
- Durable lace
- Eco-friendly practices
Cons:
- Sizing may not fit all
Hanky Panky continues to be a trusted name among stores for underwear, especially for lovers of comfort and lace.
Pact
Pact is a top choice for sustainability-minded shoppers. This store’s organic cotton underwear is hypoallergenic and Fair Trade Certified, making it a standout among stores for underwear that value ethics and comfort.
| Feature | Details |
|---|---|
| Pricing | $12–$60, value packs |
| Core Features | Organic cotton, hypoallergenic |
| Unique Points | Ethical sourcing, affordability |
| Target Audience | Eco-conscious, sensitive skin |
Pros:
- Soft, breathable fabrics
- Ethical production
- Affordable options
Cons:
- Basic color and style selection
Pact’s dedication to sustainability ensures its place among the most responsible stores for underwear.
SAXX Underwear
SAXX Underwear is engineered for men who need extra support, especially for athletic or adventurous lifestyles. Their patented BallPark Pouch and anti-chafe seams make them a leader among stores for underwear designed for men.
| Feature | Details |
|---|---|
| Pricing | $20–$80, multipacks available |
| Core Features | BallPark Pouch, anti-chafe, performance |
| Unique Points | Athletic focus, patented design |
| Target Audience | Men, athletes, adventurers |
Pros:
- Outstanding support
- Moisture management
- Innovative design
Cons:
- Premium pricing
- Men’s only
SAXX Underwear’s technical features make it a top contender among stores for underwear that support an active lifestyle.
Victoria’s Secret
Victoria’s Secret remains one of the most recognized stores for underwear, offering a wide array of trendy, sexy styles. Frequent new collections and great deals keep this store relevant for shoppers seeking both fashion and variety.
| Feature | Details |
|---|---|
| Pricing | $10–$80, 5-for-$30 deals |
| Core Features | Trendy, sexy, wide selection |
| Unique Points | Iconic branding, frequent new styles |
| Target Audience | Women, trendsetters, gift shoppers |
Pros:
- Extensive variety
- Regular sales and bundles
- Fashion-forward
Cons:
- Some styles prioritize look over comfort
Victoria’s Secret continues to inspire with its ever-evolving collections, securing its spot among the most popular stores for underwear.
Trends Shaping the Underwear Market in 2025
The year 2025 is reshaping how people shop at stores for underwear. Consumers are demanding more than just basics—they want innovation, inclusivity, and comfort in every pair. Let’s explore the trends revolutionizing your next underwear purchase.
Rise of Seamless and Invisible Underwear
Seamless and invisible underwear is taking center stage in stores for underwear. Thanks to advancements in seamless knitting and bonding, these styles virtually disappear under clothing, ensuring a smooth silhouette. The demand for this innovation is clear, with seamless underwear sales jumping 35% from 2023 to 2025.
Modern consumers expect their underwear to work with any outfit, from skinny jeans to yoga pants. Stores for underwear now prioritize seamless designs, making visible panty lines a thing of the past. This focus isn’t just about aesthetics—it’s about all-day confidence and comfort.
Emphasis on Body Positivity and Inclusivity
Body positivity is more than a buzzword—it’s a movement shaping stores for underwear. Brands are expanding size ranges, offering options from petite to plus and everything in between. Marketing is also evolving, using real, unretouched models and authentic customer testimonials.
This shift is driving loyalty and satisfaction. For example, Parade’s XS–5XL sizing leads the pack in customer retention. When shoppers see themselves represented, they’re more likely to trust and return to the brand. Stores for underwear embracing inclusivity are setting the standard for 2025.
Sustainability and Eco-Conscious Choices
Sustainability is now a must-have at leading stores for underwear. Shoppers want organic, recycled, and even biodegradable materials. Certifications like Fair Trade and GOTS are becoming key decision factors. According to the Sustainable Innovations in Underwear report, eco-friendly practices are driving major growth in the industry.
Brands like Pact are reducing their carbon footprint by 40% with organic lines. Stores for underwear are also focusing on ethical labor and transparency, making it easier for shoppers to align purchases with their values.
Direct-to-Consumer and Online Shopping
Online shopping is transforming how people discover stores for underwear. Virtual fit tools, online quizzes, and subscription options make it easier than ever to find the perfect fit from home. Brands like MeUndies boast a 60% subscription retention rate, showing just how much customers appreciate personalized, convenient experiences.
Direct-to-consumer models also mean more value for shoppers, with frequent deals, bundles, and easy returns. Stores for underwear are leveraging technology to deliver a seamless, satisfying journey from browsing to checkout.
Functional Innovation
Functional innovation is a game-changer at top stores for underwear. Consumers want solutions for real-life problems—think sweat, odor, chafing, and the dreaded camel toe. Advanced features like moisture-wicking, antimicrobial finishes, and adaptive fits are now standard.
Brands like Ambar Wear are leading the way with anti-camel toe underwear guide, helping shoppers find underwear that truly solves everyday issues. Stores for underwear that prioritize innovation are quickly becoming favorites for those seeking both comfort and confidence.
How to Choose the Right Underwear Store for You
Finding the perfect fit in the world of stores for underwear can feel overwhelming. With so many options and innovations, how do you know which store truly meets your needs? Let’s break down the essential steps to make your selection simple and satisfying.
Assess Your Needs and Preferences
Start by considering your daily routine and personal style. Are you seeking everyday basics, athletic performance, or special occasion pieces? Knowing what you want from stores for underwear helps narrow your choices and ensures satisfaction.
- Think about whether you need extra support, breathability, or invisible lines.
- Consider if you prefer bold designs or classic styles.
- Reflect on any specific fit issues or sensitivities.
This self-assessment will guide you toward the right stores for underwear for your lifestyle.
Compare Materials and Features
Next, dive into fabric choices and unique features. Innovative stores for underwear offer everything from seamless designs to moisture-wicking and tummy control options. For example, some brands highlight specialty solutions like tummy control underwear solutions to address common concerns.
- Seek materials like modal, bamboo, or organic cotton for comfort.
- Look for features such as tagless construction or adaptive fits.
- Check for specialty products that solve your personal pain points.
Evaluating these details helps you pick stores for underwear that go beyond the basics.
Check Sizing and Inclusivity
Sizing matters—choose stores for underwear that offer inclusive ranges. The best brands cater to petite, plus, and gender-neutral needs, ensuring everyone finds their perfect fit.
- Review detailed size guides and measurement charts.
- Confirm that the store allows for flexible returns and exchanges.
- Explore brands known for extended sizing and fit customization.
Stores for underwear prioritizing inclusivity help you shop with confidence.
Read Reviews and Ratings
Don’t underestimate the power of social proof. Stores for underwear with positive ratings and testimonials often deliver consistent quality and service.
- Browse Trustpilot scores and customer feedback.
- Seek real-life photos and honest reviews.
- Note how brands handle complaints or returns.
Stores for underwear with high ratings usually inspire greater trust and loyalty.
Consider Budget and Value Offers
Finally, balance quality with affordability. Many stores for underwear offer value packs, sales, or loyalty programs, giving you more for your money.
- Compare bundle pricing and subscription options.
- Watch for seasonal promotions or member discounts.
- Weigh the long-term value of investing in higher-quality pieces.
Smart shopping ensures you get the most out of your chosen stores for underwear.