Hanes had been watching trends in the premium and direct-to-consumer underwear market for new trends and noted that pouches were becoming increasingly popular as a point of differentiation. But its challenge, like any big company making classic products, is one of consistent growth. Hanes is a clear market leader in men’s underwear, boasting a 36% share of the $6.2 billion North American region. On the package, the product promises to “separate and support”-in other words, to lift your genitalia away from your body for a more comfortable fit.
As my editor suggested with all the subtlety of Shakespeare, it’s “a bra for your balls.” After talking to the Hanes team and wearing the underwear myself for a few days, I can tell you she’s right.ĭeveloped over the course of two years, the Total Support Pouch is a patent-pending design that looks like a tiny crossover bra inside your boxer briefs. It’s called the Hanes Comfort Flex Fit Total Support Pouch. Today, Hanes is launching its biggest new product in years.
