“Think he’s wearing boxers or briefs?” Nope, it’s likely something far more advanced. If he’s a Millennial man, he’s probably wearing something that’s lab-test, scientifically ahead of it’s time, and basically a modern technological breakthrough - or so he has been sold on and believes.
There was a time, not too long ago, when the underwear women chose to wear came along with certain ‘assumptions’ per say. Thongs were risque, maybe in the conservative Midwest even slutty, while anything not extremely butt-hugging was considered a granny panty. Men, on the other hand, had it easy: Boxers or briefs, and not much beyond a few innocent teenage girls connotations were associated with either.
Millennials have taken a new approach to underwear, giving our own meaning to each type. As where thongs are somewhat standard now, some Millennial women are (not too shockingly) going against the grain and more fully clothing themselves, as previously reported by many publications, including The New York Times.
And oh how the tables have turned. For Millennial men, underwear choices have far evolved far beyond two generic choices of boxers or tighty whities, and now it’s men who are both ‘judged’ and judging themselves based on the type they pick. Accordingly, Millennial men have become much more conscious of that which they sport under their pants and treat a shopping trip for underwear like they’re on the hunt for the latest and greatest gadget.
In the Millennial mindset, men pick underwear like women pick shoes: Many factors are involved and it’s not a decision one takes lightly.
Once Again, An Industry Adapts to Millennials
Not surprisingly, the men’s underwear industry has adapted to meet this Millennial need, and now from niche startups to the top men’s underwear brands, most players in the field are making pieces that come with ‘technologically advanced’ features and, thus, are more appealing to Millennials. ‘Anti-moisture technology’, ‘Moisture wicking microfiber fabric’, ‘Mesh cooling zones’, and ‘Antimicrobial’ are just a few of the dozens of tech-savvy features Millennial men look for in their next set of underwear. And these phrases aren’t just tossed around by Kickstarter startups either...
Jockey has their Pro Performance Boxer Brief Underwear, featuring pro performance fabric, odor control technology, and low friction seams. Under Armour has their Men’s The Original Boxerjock 6” Briefs with HeatGear® fabric and a Signature Moisture Transport System … And remember, these are mainstream brands.
Continue on to more niche brands and you’ll find features like the patent-pending KeyHole Comfort Technology™. Yes, this company is patenting a hole in underwear, that also features a FRIGO Zone™ pouch. (Again, let’s take a moment to note there seemed to be a need to patent this: US Patent Number 7178174.) Oh and the pair also comes with an actual lock adjustment attached.
Or go a step further to consider Kickstarter project-turned-company, SAVW, which produces men’s underwear with built-in NASA technology. Really? Does your underwear, or any clothing you wear for that matter, really need to have NASA technology integrated into it?
Just a Fashion Statement or Something More?
It’s fair to say that to many Millennial men, underwear isn’t just a fashion statement, it’s a hobby. Yes, a hobby. One in which they’ve become obsessed with in finding the newest, coolest, most scientifically-tested, advance-formulated, hypo-, anti-, contour pair on the market. Mind you these are often straight men - I know, I’ve dated them.
So the natural question that arises is “Why?” Why does everything need to be a gadget to guys? One could cite it as self-expression, but let’s think about that for a moment. If your self-expression is in the form of the one item of clothing others see the least often can it really be called self-expression? (The rebuttal to that statement obviously being non-clothing-visible tattoos.)
Then again, maybe it’s just men’s general obsession with tech - an industry once dominated by men now being what some would call ‘invaded’ by females. Do men really need to grip on to the smallest ounce of anything tech-savvy by creating, wearing, and demanding something only made for them? If so I’d say it’s time to make if fair across sexes and give women some technologically-advanced choices in, say, our bras. (To be fair, there is the newly launched, heavily advertised THINX period panty line that has some ‘advanced’ features to it.)
Or on the flip side maybe this a positive thing for both sexes? We all know men sweat in that area and odor-reducing technology in underwear may be a positive for any guy wearing the underwear along with, and even more so to, anyone else who is, let’s say, ‘in close contact’ with that certain area of him. Perhaps the role these new ‘smart’ men’s underwear play in the bedroom is the next natural territory to venture for some insight.
Personally, I know that if I went home with a man and as he undressed I found a physical lock attached to their underwear, or anything outlandish for that matter, I’d have more than a few WTF statements going through my head. But, of course, to each their own.
Regardless, at least it’s now this Millennial mens’ ‘down there’ tech obsession is out in the open, no pun intended. So let’s all just remember, the next time we see a Millennial man dressed seemingly normal, we can pretty much assume he’s likely wearing something underneath his outer attire that is, in his mind, is as technologically advanced as his first video game, and, yes, he is proud of that.