National Underwear Day is here, and comfort is finally getting credit as brands and shoppers pay more attention to this daily essential. Observed annually on Aug. 5, the occasion reflects the changing expectations consumers have for underwear. Designers and labels are responding by developing pieces with breathable fabrics, softer materials and cuts that prioritize wearability.
Design priorities are shifting as underwear takes on a more functional role in everyday health. With features like moisture-wicking fabric and pressure-free seams, brands are crafting pieces that prioritize wearability and support from morning to night.
Comfort starts underneath
Beneath every outfit lies a layer that does more than cover. Undergarments protect, support and maintain direct contact with the skin, which is why more consumers are choosing breathable fabrics and non-irritating fits. That demand for comfort goes hand in hand with performance, as many now seek styles that offer light support or shaping without restricting movement. Once defined by rigid silhouettes and heavy structure, underwear has evolved toward ease, adaptability and comfort throughout the day.
Inclusive fit meets daily comfort
Comfort drives the push for more inclusive underwear, with brands prioritizing softness, flexibility and ease of wear. Many have expanded size offerings to fit a broader range of body types, and refining materials so these pieces stay in place without digging or rolling. Parade, for example, offers lightweight styles designed for everyday movement, with sizes from XS to 3XL.
In addition to size diversity, gender-neutral and adaptive designs are gaining more visibility. These options cater to a wider range of needs while reinforcing the shift toward underwear that supports confidence and comfort without compromise.
Undergarments go eco-friendly
Sustainability is a core value in the underwear industry, with more brands rethinking how garments are sourced, made and delivered. Companies like Pact are leading the charge by prioritizing organic cotton, ethical production and carbon-neutral operations, offering consumers skin- and planet-friendly options.
Shoppers are also paying closer attention to material content, opting for recycled fabrics and toxin-free textiles that reduce environmental impact. As interest in ethical fashion grows, transparency around supply chains and labor practices has become just as important as style or comfort.
Garments for comfort and health
Breathability, hygiene and fabric choice are becoming central to how consumers rate underwear, especially when it comes to daily comfort and skin health. Medical professionals often recommend natural materials such as cotton for preventing irritation and maintaining airflow in more sensitive areas.
As awareness around intimate wellness grows, brands like Aisle are responding with products designed for both function and care. From moisture-wicking linings to antimicrobial finishes, innovations in underwear now address not just fit and feel but also long-term health.
Styles built for movement
Function now stands alongside fashion in shaping underwear choices. As athleisure and loungewear grow more popular, brands are designing pieces that move with the body and suit multiple settings. Seamless bralettes, longer cuts and high-rise briefs are outpacing traditional push-up bras and low-rise styles.
This shift mirrors changing routines and expectations. Consumers now prefer undergarments that offer comfort during errands, workouts and downtime. Design is focusing more on how people live, not how they look.
Keep comfort in rotation
Making underwear more comfortable starts with the right care routine. Wash undergarments in cold water with a mild or hypoallergenic detergent to protect delicate fibers and reduce irritation, particularly for sensitive skin. To avoid damage from high heat, let your underwear air-dry instead of using a dryer.
Ongoing upkeep matters as well. Replace worn pairs about once a year to prevent sagging or bunching. With a few simple habits, you can keep your favorite pair longer while also feeling clean and comfortable.
The base layer breakthrough
National Underwear Day puts comfort at the center of the conversation, highlighting how fit and fabric now reflect real-life needs. Brands have introduced breathable materials, flexible cuts and thoughtful features designed for daily wear. These improvements are not merely aesthetic choices but practical changes that help people feel good throughout the day. As comfort becomes the expectation, not the exception, underwear is getting the thoughtful attention it deserves.
Jennifer Allen is a retired chef turned traveler, cookbook author and nationally syndicated journalist; she’s also a co-founder of Food Drink Life, where she shares expert travel tips, cruise insights and luxury destination guides. A recognized cruise expert with a deep passion for high-end experiences and off-the-beaten-path destinations, Jennifer explores the world with curiosity, depth and a storyteller’s perspective. Her articles are regularly featured on the Associated Press Wire, The Washington Post, Seattle Times, MSN and more.
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