Has the "Male Lingerie" Hype Betrayed What Men Actually Need? Amble Speaks Up

Is There a "Victoria's Secret" for Men? Amamble Redefines Masculine Comfort

For decades, Victoria’s Secret has dominated the conversation around intimate apparel—turning undergarments into a symbol of confidence, style, and self-expression for women. But for men, the narrative around underwear has long been stuck in a cycle of practicality over personality. We’ve been told to prioritize function, settle for basics, and treat undergarments as an afterthought rather than a statement. The question lingers: Is there a "Victoria's Secret" for men? A brand that doesn’t just cover, but celebrates—without the flashy theatrics, and with a focus on what men actually need?

The answer, we believe, isn’t about replicating what works for women. It’s about reimagining intimate apparel through a masculine lens—one that honors comfort as non-negotiable, style as subtle, and individuality as essential. That’s where Amamble comes in. We’re not here to create a male counterpart to anyone else’s brand. We’re here to build something that speaks directly to the modern man: someone who values quality over gimmicks, feels confident in pieces that fit his life, and refuses to choose between comfort and aesthetics.

Let’s be honest—men’s underwear has been overdue for a revolution. For years, the market has been flooded with generic options: scratchy fabrics, one-size-fits-none cuts, and designs that either lean into outdated machismo or fade into invisibility. But data tells a different story: over 73% of men now prioritize personal care and lifestyle quality, with comfort and functionality topping their list of must-haves when shopping for intimate apparel . This isn’t just a trend—it’s a shift in how men see themselves. We’re no longer content with settling for "good enough" when it comes to the pieces that stay with us all day.

Brands like SAXX have tapped into this shift with innovative features like "hammock technology" to solve practical pain points , proving that men will invest in underwear that addresses real needs. But at Amamble, we believe the revolution goes deeper than just clever design. It’s about creating a relationship between a man and his undergarments—one that’s rooted in trust. Trust that the fabric won’t chafe during a long workday, that the fit won’t sag after a few washes, and that the style won’t make him feel like he’s trying too hard.

Victoria’s Secret built its legacy on fantasy and female empowerment. For men, empowerment looks different. It’s the quiet confidence of knowing your underwear works with you, not against you. It’s the freedom to move through your day without adjusting, tugging, or second-guessing. That’s the Amamble promise: underwear designed for the way men actually live.

We start with fabric—because comfort begins with what touches your skin. No scratchy synthetics, no stiff blends. Just premium, breathable materials that wick away moisture, adapt to your body temperature, and soften with every wash. Our cuts are crafted from years of listening to men of all shapes and sizes: no overly tight waistbands that dig in, no loose legs that bunch, just a tailored fit that feels like an extension of your body. This isn’t about "slimming" or "enhancing"—it’s about fitting right, so you can forget you’re wearing them.

Style, for us, is understated. We skip the loud logos and garish patterns (unless that’s your thing—we’ve got you covered there too). Instead, we focus on clean lines, versatile neutrals, and subtle details that elevate your everyday. A perfectly placed stitch, a soft waistband with our minimalist Amamble logo, a pop of color hidden where only you know it’s there. It’s style that feels personal, not performative—just like the modern man.

The idea of a "male Victoria’s Secret" often gets tied to spectacle, but that’s not what men want. We don’t need runway shows or larger-than-life campaigns. We need authenticity. We need a brand that speaks our language—one that understands that our underwear is a private ritual, a foundation for our day, and a small but meaningful way to care for ourselves. Amamble is that brand.

As the men’s intimate apparel market continues to grow—projected to reach $128.5 billion by 2026 —more brands are waking up to the fact that men deserve better. But better isn’t just about newer technology or fancier packaging. It’s about respect: respect for our bodies, our lifestyles, and our desire to feel good in our own skin.

So, is there a "Victoria's Secret" for men? Maybe not in the way we once imagined. But there’s Amamble—built for the man who wants more than just underwear. Who wants a piece of clothing that works as hard as he does, that feels like it was made for him, and that reminds him that self-care starts with the basics. Because when your underwear fits right, everything else feels a little easier.

At Amamble, we’re not here to redefine masculinity. We’re here to redefine what men can expect from their underwear. Comfort that lasts, style that matters, and a brand that gets it. That’s our version of the revolution—and we’re just getting started.