The Nova India

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Which Is the Best Men's Underwear Brand in 2025? Here's What Gen Z Is Actually Wearing

Finding good men’s underwear that actually feels good, lasts long, and looks sharp shouldn’t be this hard. But let’s face it—most guys are either overpaying for brands they saw on Instagram or stuck in the same Hanes briefs from high school. Gen Z wants comfort, flex, and function—all wrapped in one. So, we went hunting (yes, literally scrolling for hours) for the top men's underwear brands in 2025 that are loved by Gen Z.

Let’s solve your problem once and for all.

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1. Tommy John – Best for All-Day Comfort

👕 Why Gen Z Loves It: Silky soft, no wedgies, and a waistband that stays in place.
💸 Price: ₹1,500–₹2,500
🔗 Buy Now

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2. Calvin Klein – The OG That’s Still A Vibe

👕 Why Gen Z Loves It: The waistband is iconic and yes, it’s still sexy.
💸 Price: ₹1,200–₹2,200
🔗 Buy Now

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3. Uniqlo AIRism – Best for Breathability

👕 Why Gen Z Loves It: Feather-light and perfect for Indian summers.
💸 Price: ₹590–₹990
🔗 Buy Now

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4. Hanes Comfort Flex – Budget + Quality = Win

👕 Why Gen Z Loves It: Your classic brief reinvented with better fabric.
💸 Price: ₹799–₹1,200
🔗 Buy Now

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5. Jockey USA Originals – Desi Favorite Gone Global

👕 Why Gen Z Loves It: Made for the Indian body type, and hella stylish now.
💸 Price: ₹299–₹999
🔗 Buy Now

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6. Saxx Underwear – Best Pouch Design (Yes, It Matters)

👕 Why Gen Z Loves It: Innovative pouch that separates and supports.
💸 Price: ₹2,800+
🔗 Buy Now

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7. MeUndies – Subscription-Based & Sustainable

👕 Why Gen Z Loves It: Monthly drops + eco-friendly fabrics = hooked.
💸 Price: ₹2,000+
🔗 Buy Now

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8. Van Heusen Innerwear – Premium Vibes, Indian Price

👕 Why Gen Z Loves It: Premium touch without burning the wallet.
💸 Price: ₹399–₹999
🔗 Buy Now

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9. Bummer India – Gen Z Born & Bred Brand

👕 Why Gen Z Loves It: Quirky prints, super-soft modal fabric, and made in India.
💸 Price: ₹699–₹1,200
🔗 Buy Now

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10. XYXX Crew – Best for Active Days

👕 Why Gen Z Loves It: Perfect for gym-goers and super breathable.
💸 Price: ₹499–₹1,299
🔗 Buy Now

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👀 Quick Buying Guide

• Fabric First: Look for modal, bamboo, or micro-modal for soft comfort.

• Fit Matters: Boxers for chill days, trunks for daily wear, briefs for tight jeans.

• Elastic Band: It should stay without biting into your waist.

👉 Watch this Tutorial on How to Choose Men’s Underwear

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Final Thoughts 💭

Gen Z is rewriting the underwear rulebook. It’s all about comfort meets cool. Whether you want a budget pick or want to feel fancy, the list above has something for you.

Stop suffering from itchy tags and awkward rides. Get yourself underwear that gets you.

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Need more fashion help? We gotchu. Stay tuned to our blog for Gen Z-friendly clothing drops, hacks, and unfiltered reviews.