Underwear is a repeat-purchase category where comfort, fit and brand attitude decide who wins the drawer. This directory spans fashion-driven names like Calvin Klein and SKIMS, subscription-first brands like MeUndies and Blacksocks, comfort and inclusion specialists like Knix, Parade and ThirdLove, and sock makers like Stance and Bombas. Their ads show how brands make an intimate product feel personal, and how they turn a first order into a habit.
Arthur is a fashion brand selling menswear apparel and accessories through retail and online channels. Specific positioning details are limited; it advertises within the fashion category across Meta placements.
Bananain (蕉内) was founded in 2016 in Shenzhen. The brand reinvented Chinese basics and innerwear by leading with fabric technology — specifically its Sense² thermoregulating material that adapts to body temperature. Bananain's positioning as 'engineered basics' rather than fashion basics enabled premium pricing in a category typically dominated by commoditized players like Uniqlo.
Björn Borg is a Swedish sports fashion brand founded in 1994, licensing the tennis legend's name. The brand offers underwear, activewear, and sports accessories, distributed through DTC e-commerce and sports retail across Scandinavia and internationally. The company (Björn Borg AB) is publicly listed on Nasdaq Stockholm. Also searched as Björn.
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.
Bombas is a New York-based DTC sock and apparel brand founded in 2013 by David Heath and Randy Goldberg. Famous for its Shark Tank appearance and buy-one-donate-one model (donating to homeless shelters), it became one of the most prolific Facebook direct response advertisers in the DTC apparel category.
Bonds was founded in 1915 in Sydney and is Australia's most recognised underwear and basics brand. Now owned by US company Hanesbrands, Bonds markets across all retail channels with a rebuilt DTC channel at bonds.com.au. The brand uses emotionally resonant TV and digital campaigns—often featuring Australian families and cultural moments—alongside Meta performance ads to maintain relevance with younger consumers.
Boody is an Australian apparel brand offering bamboo-based underwear, basics, and activewear marketed for softness and sustainability. It sells through DTC e-commerce and retail partners, positioning itself in the eco-conscious basics category.
Calvin Klein is an iconic fashion brand renowned for its minimalist aesthetic and high-quality basics. Analyzing Calvin Klein ads provides essential insights into luxury brand performance marketing.
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.
Cosabella is an Italian luxury lingerie brand founded in 1983 by Ugo and Valeria Campello, headquartered in Miami. It became a DTC marketing case study when it replaced its email agency with AI-powered personalization software and recovered $1.5M in revenue while improving campaign performance across key metrics.
Cuup is a direct-to-consumer intimates brand selling bras and underwear designed with an emphasis on inclusive sizing and fit consultations. It markets itself as a modern lingerie brand focused on comfort and body inclusivity, sold primarily through its own e-commerce site.
Dilling is a Danish direct-to-consumer brand specializing in merino wool underwear, base layers, and everyday basics. Founded in Aarhus, the brand sells exclusively online across Northern Europe, leveraging strong performance marketing and a subscription model to build loyalty among customers seeking natural-fiber comfort.
Dim is a French lingerie and hosiery brand known for tights, underwear, and loungewear for women and men, sold since the 1960s. It distributes through department stores, its own boutiques, and online retailers primarily across France and Europe.
Erlich Textil is a Hamburg-founded organic cotton underwear and basics brand established in 2016 by Oliver Erlich. Differentiating through radical supply chain and pricing transparency—publicly sharing production cost breakdowns, supplier factory names, and fair wage audits—Erlich has built a loyal following among ethically conscious German consumers. Also searched as Erlich.
Felina is a Los Angeles-based intimates and shapewear brand with over 30 years in market. It built its DTC business on Amazon while maintaining wholesale in major department stores and mass-market retailers, focusing on comfort-first bras, underwear, and shapewear at accessible price points.
Gef is Grupo Crystal's value-fashion arm, established in Medellín in 1983 to serve the Colombian mass market with quality everyday basics—underwear, t-shirts, socks, and casual essentials. Distributed through a wide store network and e-commerce platform at accessible price points, Gef is a household staple brand for Colombian families.
Hanky Panky was founded in New York in 1977 by Lida Orzeck and Gale Epstein. Its signature one-size stretch lace thong achieved cult status through celebrity word-of-mouth and department-store ubiquity. The brand is now investing in DTC digital marketing to reach Gen Z without diluting its heritage. Also searched as Hanky.
Happy Socks is a Stockholm-based sock and underwear brand founded in 2008 by Mikael Söderlindh and Viktor Tell. The brand turned cotton socks into a colourful gift category through bold graphic patterns, major artist collaborations (Keith Haring, Warhol Foundation), and a strong DTC subscription gifting model.
Hara The Label is a fashion brand offering apparel positioned around sustainable and ethical production practices. It sells primarily through DTC e-commerce. Specific product lines beyond its general fashion positioning are not confidently known.
Heist Studios is a London-based hosiery and intimates brand founded in 2015. Using 5K spiral yarn and ergonomic panelling, the brand reinvented tights with a product-engineering-led approach. Scaled from zero via Instagram DTC, the brand dispatches a pair of tights every 15 seconds and has expanded into underwear and shapewear. Also searched as Heist.
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.
Knix is a Toronto-based DTC underwear brand founded in 2013 by Joanna Griffiths. It pioneered leak-proof and period underwear for women in inclusive sizing, building growth through an ambassador micro-influencer community model that turns real customers into brand advocates across all body types.
LIVELY was founded in 2016 by Michelle Cordeiro Grant, a former Victoria's Secret executive, to create 'leisurée'—bras and underwear that blend athletic function with lingerie aesthetics. The brand's Leap Ambassador community programme drove rapid, low-CAC growth. Wacoal acquired LIVELY for $85M in 2019.
Le Slip Français is a Paris-based DTC underwear brand founded in 2011 by Guillaume Gibault. The brand is 100% manufactured in France and built its reputation through witty patriotic campaigns, viral product stunts (including a scented-microencapsule brief), and a growing network of DTC boutiques. A benchmark case study in French DNVB marketing.
Lively is an American intimates and loungewear brand selling bras, underwear, and swimwear through direct-to-consumer e-commerce and retail partners including Target. The brand markets itself around comfort-first, size-inclusive intimates. It advertises across Meta placements to drive online sales.
MeUndies launched in 2011 as a subscription-first DTC underwear brand offering ultra-soft MicroModal basics and bold limited-edition prints. Its matching couple sets and community-driven drops turned functional underwear into a pop-culture moment.
Minimalism Brand is a Spanish DTC sustainable fashion brand founded circa 2020, manufacturing essentials — t-shirts, underwear, accessories — in Spain and Portugal using organic cotton and recycled fabrics. Positioned around quality, individuality, and anti-logo aesthetics, the brand opened its first Madrid physical store in October 2024 on Calle Fuencarral. Also searched as Minimalism.
NICO Underwear was founded in Brisbane in 2012 by Lis Harvey. The brand is Australia's first underwear label to achieve Ethical Clothing Australia accreditation—the longest-standing accreditation of any Australian brand in the category. NICO uses GOTS-certified organic cotton and plant-dyeing techniques to produce minimalist, sustainable everyday underwear. Sold DTC at nicounderwear.com and through The Iconic. Also searched as NICO.
Neiwai is a Chinese intimates and apparel brand selling bras, underwear, and loungewear with a focus on comfort-oriented, body-positive design. It sells through e-commerce and retail stores across China. The brand advertises on Meta to reach intimates consumers.
On Off Apparel (onoffapparel.com) is a Vietnamese urban fashion brand founded around 2007, known for minimalist basics, understated streetwear, and versatile casual-to-workwear looks. The brand sells through its DTC website, own retail stores across Vietnam, and Shopee, targeting modern urban Vietnamese consumers who want quality-consistent everyday fashion. Also searched as On Off.
Organic Basics is a Danish fashion brand offering sustainable underwear, basics, and activewear made from organic and recycled materials. It emphasizes transparent supply chains and environmental impact reporting, selling primarily through DTC e-commerce. The brand is positioned in the sustainable fashion segment.
Pansy is an Oakland-based organic cotton underwear brand founded in 2012 by Laura Schoorl and Rachel Corry. All manufacturing is domestic—sewn in the San Francisco Bay Area with US-grown cotton—giving the brand an unusually transparent and locally-rooted supply chain story.
Founded in 2017 by Emily Ewell and Maria Eduarda Camargo, Pantys is Latin America's first menstrual underwear brand. A certified B Corp and the first lingerie brand globally to launch carbon labels on all products, Pantys combines femtech innovation with a mission to end period poverty through reusable period care.
Parade is a New York DTC underwear brand founded in 2019 by Cami Téllez. The brand became notable for its radically inclusive approach — diverse body representation, a wide size range, and a community-co-creation model where Instagram followers voted on colorways. This approach turned customers into brand evangelists and built a Gen Z community that scaled organically alongside paid investment.
Richer Poorer is a Los Angeles-based apparel brand specializing in socks, underwear, and loungewear basics for men and women. The brand sells direct-to-consumer online and through select retail partners. It advertises across Meta placements to promote its essentials line.
SKIMS was co-founded in 2019 by Kim Kardashian, Jens Grede, and Emma Grede. It launched with a widely-praised inclusive nude-shade range, leveraged Kardashian's social reach for a massive debut, and rapidly expanded beyond shapewear to become a lifestyle intimates powerhouse with a valuation exceeding $4 billion.
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.
Skims is an American shapewear, loungewear, and apparel brand founded by Kim Kardashian in 2019, selling body-inclusive shapewear, underwear, and clothing through direct-to-consumer e-commerce and select retail partners. The brand is known for size-inclusive fits and frequent celebrity-driven product drops. It advertises extensively across Meta placements.
Snocks is a Mannheim-founded DTC basics brand established in 2016 by cousins Johannes Kliesch and Felix Bauer. Focusing on no-frills socks, underwear, and everyday basics at transparent prices, Snocks became Germany's highest-revenue pure-play Shopify store exceeding €100M annual revenue, built on subscription models and influencer unboxing virality.
Spanx was founded in Atlanta in 2000 by Sara Blakely with $5,000 and no outside investment. It created the modern shapewear category and expanded into leggings, activewear, and men's basics. Blackstone acquired a majority stake in 2021, valuing the brand at $1.2 billion.
Stance is a San Clemente, California-based premium sock brand founded in 2009. It disrupted a commodity category by partnering with artists, musicians, and athletes to create collectible limited-edition designs, becoming the NBA's official on-court sock partner and a cultural brand in streetwear.
Step One was founded on the Gold Coast in 2017 by Greg Taylor after what he describes as 'an unbearable chafing situation.' The brand makes men's and women's underwear from bamboo viscose, marketed for comfort, breathability, and anti-chafe properties. Step One used bold direct-response Facebook creative and TV advertising in Australia and the UK to grow from a bedroom business to an ASX-listed company (ASX: STP) in under five years. Also searched as Step.
Stripe & Stare was founded in 2017 in Devon by Katie Lopes and Nicola Piercy. The brand makes ultra-soft modal underwear from sustainably produced Austrian beechwood, with products that are 95% biodegradable. A 2022 TikTok viral moment catapulted growth and the brand raised a £2.5m BGF investment round the same year. Also searched as Stripe.
ThirdLove was founded in 2013 by Heidi Zak and David Spector in San Francisco. It pioneered half-cup sizing with 48 distinct sizes, used an AI-driven Fit Finder quiz as its primary acquisition tool, and built its brand profile with a bold New York Times open letter challenging Victoria's Secret's narrow beauty standards.
Ubras is a Chinese intimates brand selling bras, underwear, and loungewear known for wireless, comfort-focused designs. It sells primarily through e-commerce platforms across China. The brand advertises on Meta to reach intimates shoppers.
Underprotection is a Danish lingerie and underwear brand offering minimalist, sustainably produced intimate apparel. It sells through DTC e-commerce and select retail, positioning itself in the sustainable fashion and lingerie segment.
Comfort is hard to show, so underwear ads translate it into proof: stretch tests, fabric close-ups, movement shots and customers describing how a pair feels after a full day. Brands like MeUndies and Step One build creative around softness and anti-chafe materials, while Knix and Pantys speak to practical needs such as leak protection or reusable period wear. Inclusion and body diversity are a defining angle. Parade and SKIMS built identity around wide size ranges and real bodies, and their ads rarely rely on a single idealized look. ThirdLove frames the problem as fit, with a quiz and half-cup sizing as the mechanism. Subscription and bundle offers dominate because the product is bought on repeat. Blacksocks and Snocks pitch effortless replenishment, and Bombas ties each purchase to a giving story. Fashion houses such as Calvin Klein advertise on attitude and campaign imagery rather than functional claims.
First, separate functional ads from fashion ads. Functional creative talks about fabric, fit, odor, chafing or leaks. Fashion creative sells identity and confidence. Many brands run both, and the ratio tells you who they want to reach. Second, study how they show the product on bodies. Look at model range, tone of voice and how much copy is spent on sizing. These choices reveal the brand's stance more clearly than any about page. Third, review offers. Multi-pack bundles, subscription discounts and first-order incentives are common, and the framing matters: some brands sell savings, others sell never running out. Finally, check format mix. Short UGC-style video, creator try-ons, carousels comparing fabrics, and polished studio imagery all appear in this category. Watching which formats persist over weeks helps you decide where to test first.
Many use creator try-ons, fabric close-ups and comfort claims in short video, plus bundle or subscription offers. Brands like MeUndies, Knix and Parade also lean on size inclusion and community. Reviewing ads across several brands at once makes it easier to see which messages are common, which are rare, and where your own positioning could stand out.
In this directory, MeUndies, Blacksocks, Snocks and Coolmate position around subscription or replenishment, so their ads often pitch convenience and never running out. Comparing several brands side by side shows which angles repeat across the category and which are still open, so you can spot patterns before you brief creative or plan tests.
Shapewear brands like SKIMS and Spanx focus on silhouette, confidence and fit. Basics brands focus on softness, everyday comfort and multi-pack value. Look at how long each ad has run and which formats repeat. Those signals usually separate tested, working creative from one-off experiments and help you set realistic expectations.
Search a brand in AdLibrary to review its active and past Meta and TikTok creatives, then compare formats, offers and messaging. Treat what you find as a starting point for your own hypotheses, then adapt the angle, format and offer to your product and audience rather than copying a competitor directly.
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