Men’s lace underwear gains popularity in Japan with moves toward genderless fashion

TOKYO — All-lace underwear for men that is both glamorous and comfortable to wear is gradually gaining popularity in Japan for being stylish as well as an item to boost one’s mood.

With support from male users, undergarment designs are also apparently becoming gender-neutral here.

In 2021, apparel giant Wacoal Corp. sold boxer shorts made of lace for 3,960 yen (roughly $27) a piece. The volume planned to be sold over roughly three months sold out in just 10 days. The number of lace boxers sold during the spring and summer season in 2023 was about 3.7 times that of the same period the previous year, making it an exceptional hit, and the top-selling item among the company’s men’s underwear brands.

In response to the strong demand, the company introduced brief pants made of the same material this September for 3,630 yen (approx. $24) each. The product has been selling well — around 1.3 times the amount Wacoal had planned to retail in the first month of release.

Wacoal explained that it organized the project by leveraging its knowledge of lace cultivated in producing women’s underwear and focusing on “men’s sense of beauty unrestricted by masculinity or femininity,” which consumers are seeking. As cosmetics and esthetic treatments, which were previously considered to be feminine, are becoming popular among men, the company is offering males the joy of having a free choice also in the underwear industry.

Wacoal’s lace is made of an original material that is soft against the skin, stretchable and has increased fabric strength. The design was made with something men can easily try on in mind, and resulted in a combination of floral and geometric patterns that are not too feminine. While the undergarments come in basic colors such as black, navy blue and red, which are easy to use, gorgeous colors such as purple and pink are also available for the boxer pants, allowing customers to choose their favorite colors.

The products’ functionality is also a selling point, as lace is highly breathable and does not become stuffy even after wearing them for long periods. The seamless hems also come in handy as underwear lines do not show when wearing slacks or other garments.

Customers range from those in their 20s to 60s, with those in their 40s coming on top. Wacoal says it has received comments such as “they are comfortable to wear” and, “I purchased them in different colors.” There is also apparently demand from people who give them to family members and close friends.

(Japanese original by Yuko Shimada, Business News Department)