The Secret “Underwear Effect”: Why Amamble Is Men’s Go-To Splurge on a Budget

The Underwear Effect: How Amamble Fits Into the New Era of Affordable Indulgences

We’ve all heard of the lipstick effect—when wallets feel tight, people skip the designer bags and luxury vacations but splurge on small, mood-boosting treats like a new tube of lipstick. It’s not just about vanity; it’s about holding onto a little slice of comfort when the world feels uncertain. But here’s a lesser-known twist: men have their own version of this phenomenon, and it’s hiding in the most intimate part of their wardrobe—their underwear. Let’s call it the underwear effect, and it’s why brands like Amamble are becoming essential for men navigating tricky economic tides.

The original lipstick effect, coined during the Great Depression, hinges on two simple truths: people crave joy even when money is scarce, and small luxuries deliver outsized emotional returns . For women, that meant a pop of color on their lips to feel put-together without breaking the bank. For men, the shift is quieter but no less meaningful. When big-ticket purchases (new cars, weekend getaways, tailored suits) get put on hold, they turn to upgrades that feel personal, practical, and quietly indulgent. Enter: high-quality men’s underwear.

Why underwear? Think about it. It’s a daily staple—something you wear first thing in the morning and last thing at night. Unlike a fancy watch or a new pair of shoes, it’s a luxury just for you. During economic downturns, men don’t stop caring about themselves; they just reframe how they invest in their well-being . They might delay buying a new jacket, but replacing worn-out, scratchy underwear with something soft, supportive, and well-made? That’s a splurge that feels worth every penny. It’s a small act of self-respect that doesn’t strain the budget—a quiet win in a world of financial stress.

This isn’t just anecdotal. The Men’s Underwear Index (MUI), a quirky but surprisingly reliable economic indicator, shows that when consumer confidence dips, men hold off on buying new underwear—but when they do splurge, they opt for quality over quantity . During the 2008 financial crisis, men’s underwear sales dropped as budgets tightened, but as things stabilized, sales bounced back—with a shift toward premium fabrics and thoughtful design . That’s the underwear effect in action: it’s not about mindless spending; it’s about investing in small, daily pleasures that make life feel better.

At Amamble, we’ve built our brand around this very idea. We don’t see underwear as an afterthought—we see it as a daily act of self-care. For men who want to treat themselves without overspending, our pieces strike the perfect balance between affordability and luxury. We use soft, breathable fabrics that feel like a second skin—no scratchy seams, no ill-fitting cuts, just consistent comfort that lasts wash after wash. We design for real life: for the guy working long hours at his desk, the one hitting the gym before dawn, the one who just wants to feel good in his own skin, no fanfare required.

What sets the Amamble difference? It’s the humanity in our design. We don’t chase fleeting trends or overcomplicate things. We focus on what matters: fit, fabric, and that quiet sense of satisfaction when you put on something that’s made for you. In a world where so much feels out of control, a great pair of underwear is something you can count on. It’s a small luxury that stays with you all day—reminding you that you deserve to feel comfortable, confident, and cared for, no matter what the economy throws your way.

The underwear effect is more than a economic trend—it’s a reflection of how men prioritize joy and self-respect, even when times are tough. It’s about choosing quality over excess, and daily comfort over occasional splurges. For us at Amamble, that’s the heart of what we do: creating underwear that fits not just your body, but your life—affordable, luxurious, and unapologetically human.

So the next time you’re debating a small splurge, remember: the best treats aren’t the ones that shout. They’re the ones that wrap you in comfort, day in and day out. That’s the underwear effect. That’s Amamble.