Men upgrading basics are guys who decide it is time to replace tired underwear, tees, and socks with something that fits and lasts. They want comfort, quality fabric, and less hassle, often through subscriptions. The brands in this group include Mack Weldon, Tommy John, Coolmate, Bench, Bossini, and Blacksocks. Their ads show how to sell an unglamorous product category by focusing on fit, fabric, and convenience. Anyone selling everyday essentials can learn how these brands turn a boring purchase into a clear upgrade.
The trigger is practical: holes, stretched waistbands, and ill-fitting underwear. Replacement is the moment ads should aim for.
These men want comfortable, no-ride-up underwear and tees that sit right. Fit claims matter more than fashion trends.
Many men aged 25 to 40 prefer fitted basics without visible branding, valuing fabric and cut.
They want hassle-free, subscription-based replenishment. Blacksocks, for example, serves professionals who want effortless sock refills.
Some segments want comfortable, affordable essentials. Brands like Coolmate, Bench, and Bossini serve value-minded local markets.
The audience is adult men who shop practically and respond to straightforward, benefit-led messaging.
BYLT Basics is a direct-to-consumer apparel brand focused on premium fitted basics such as t-shirts, hoodies, and joggers for men and women. The brand emphasizes fabric quality and tailored fit over logos or graphics. It sells primarily online and markets heavily through social media advertising.
Bench is the Philippines' largest homegrown fashion and lifestyle brand, founded in 1987 by Ben Chan. Known for celebrity fragrance collaborations and affordable fashion basics, Bench operates hundreds of retail stores across Southeast Asia alongside a growing DTC digital presence.
Blacksocks is a Zurich-based DTC sock and underwear brand founded in 1999 by Samy Liechti and Beat Hauenstein. The brand launched what is widely regarded as one of the world's first online subscription commerce services — delivering quality Swiss-sourced socks on subscription. Still operating and expanding its basics range.
Bossini is a Hong Kong casual wear brand founded in 1987, known for colourful basics and value-for-money family fashion. Operating across Hong Kong, Southeast Asia, and China, Bossini competes in the accessible everyday apparel segment alongside peers like Giordano and Baleno.
Coolmate is Vietnam's leading DTC men's fashion brand, founded in March 2019 by Nhu, Hiep, and Lan. The brand pioneered the first periodic underwear delivery subscription (CoolSub) in Vietnam and sells quality T-shirts, sportswear, and men's basics directly through its e-commerce site and Amazon. Coolmate has raised $6M in Series B funding from Vertex Ventures and is positioned as Vietnam's answer to premium men's essentials.
Fresh Clean Threads is a direct-to-consumer apparel brand offering affordable premium basics including t-shirts, hoodies, and joggers for men. The brand markets itself on quality fabrics at accessible price points, selling primarily through its own e-commerce site and heavy social media advertising.
Frey is a DTC personal care brand selling deodorant and body care products formulated with clean ingredient lists. The brand markets its deodorants as an alternative to conventional antiperspirants, sold primarily through its ecommerce site. It positions itself within the clean beauty and personal care category.
Jockey is a long-established American apparel brand, founded in 1876, known for underwear, loungewear, and intimate apparel for men and women, sold through department stores, specialty retailers, and its own online store worldwide. It is one of the longest-running names in the innerwear category. Jockey advertises across Meta placements to support retail and ecommerce sales.
Mack Weldon is a New York-based DTC men's essentials brand founded in 2012. It reinvented men's underwear, socks, and basics with performance fabrics and a tiered loyalty program called Wantmore, building mass awareness through one of the most sustained podcast advertising programs in the DTC space. Also searched as Mack.
Saxx is a Canadian men's underwear and apparel brand founded in 2006, known for its patented ballpark pouch support technology, sold online and through retail partners internationally. It has expanded into activewear and loungewear categories. The brand advertises across Meta placements to drive direct-to-consumer sales.
Shinesty is a US-based apparel brand selling novelty and comfort-focused underwear, swimwear, and loungewear with bold, playful prints, marketed primarily direct-to-consumer online. It positions itself with an irreverent brand voice targeting younger consumers. Shinesty advertises across Meta placements to support ecommerce sales.
Tommy John is a New York-based premium men's underwear and apparel brand founded in 2008 by Tom and Erin Patterson. Built around the insight that men's underwear universally bunches and rides up, the brand engineered a solution and built its entire marketing identity around that comfort innovation story. Also searched as Tommy.
Ads in this niche sell a simple promise: better than what you wear now. Tommy John focuses on comfortable, no-ride-up underwear and premium basics. Mack Weldon speaks to urban men who want performance fabrics and loyalty perks. Blacksocks leads with convenience, the subscription that keeps a professional's sock drawer stocked without effort. Value-driven regional brands position differently. Coolmate in Vietnam speaks to men buying comfortable basics, including by subscription. Bench in the Philippines and Bossini in Hong Kong serve mass-market shoppers with affordable everyday fashion. Creative formats are direct: fabric close-ups, fit demonstrations, side-by-side comparisons with old underwear, and testimonials. Hooks often name the annoyance first, then present the fix. Offers include multipacks, subscriptions, and first-order discounts, which suit a repeat-purchase category.
Look for how brands prove comfort, since the buyer cannot feel it through a screen. Ads use movement tests, fabric stretch demonstrations, and plain-language benefit callouts. Note which claims repeat and which are unique. Compare positioning between premium and value players. Tommy John and Mack Weldon lean on fabric and fit quality, while Bossini and Bench lean on accessible price and everyday style. The offer structure follows: premium brands highlight membership and quality, value brands highlight packs and price. Study subscription messaging. Blacksocks and Coolmate show how to frame replenishment as convenience rather than commitment, which reduces the fear of being locked in. Finally, check the tone. Straightforward, slightly humorous copy tends to suit men who view shopping as a chore. Use that as a model for your own hooks.
Brands include Mack Weldon, Tommy John, Coolmate, Bench, Bossini, and Blacksocks. They sell underwear, tees, socks, and everyday essentials, ranging from premium performance fabrics to affordable mass-market basics. Filter by platform and format in AdLibrary to see which creative each brand keeps running.
They focus on fit, comfort, and fabric. Tommy John-style ads emphasize no-ride-up comfort, using movement demos and fabric close-ups. Comparison against old underwear and testimonials help prove the upgrade. Save the strongest examples and note the hook, offer, and format behind each one.
The category fits repeat buying, and brands such as Blacksocks and Coolmate use subscriptions to remove the chore of reordering. Ads frame it as convenience and flexibility, which eases the fear of commitment. Pay attention to how the opening seconds frame the problem before the product appears.
Premium brands like Mack Weldon stress performance fabric and perks. Value brands like Bossini and Bench stress everyday price and colorful, accessible style. Offers shift from membership to multipacks accordingly. Browse the brands listed on this page to compare their live ads side by side.
Search and save ads from every brand above across Facebook, Instagram, TikTok and more.
See all ads on AdLibrary →