British retail giant Marks & Spencer (M&S) has launched a new range of men's underwear named 'secret support pants', designed to offer a 'subtle lift'. The product, which debuted on Friday, 31st October 2025, EAT, is being positioned as a confidence booster for men, according to the company's menswear director, Mitch Hughes.

In a statement released on Friday, Hughes said the new cotton trunks are “about helping men feel their most confident” by providing an “enhanced fit through clever, discreet design”. The launch was promoted by influencers Tom Sheard and Stanley Dru, who commented, “Size isn’t everything, but confidence is.” M&S explained that the underwear features an internal pouch with its 'Secret Support™' technology, designed to discreetly lift and provide support throughout the day.

Global and Local Market Context

The introduction of this specialized undergarment comes as the global men's underwear market is projected to see significant growth. Multiple market research firms estimate the global market value in 2025 to be between USD 30.14 billion and USD 43.2 billion, with forecasts predicting a compound annual growth rate (CAGR) of over 5% in the coming years. This growth is largely driven by an increasing consumer focus on comfort, personal hygiene, fabric innovation, and style. Trends show a rising demand for premium, functional, and comfortable underwear, with features like moisture-wicking fabrics and ergonomic designs becoming key purchasing factors.

In Kenya, the men's underwear market is also on a steady growth trajectory, propelled by rising disposable incomes, evolving fashion trends, and a greater awareness of personal grooming. A 2025 report by 6Wresearch highlights a shift in the Kenyan market towards comfortable, sustainable, and high-quality underwear options, with boxer briefs and trunks gaining popularity. While the market has traditionally seen a strong presence of second-hand clothing (mitumba), a May 2025 report from the Mitumba Consortium Association of Kenya (MCAK) indicated that consumer spending on new clothes is now outpacing that on used apparel. This signals a growing appetite for new and branded clothing among Kenyan consumers.

Furthermore, the Kenyan apparel market is witnessing a significant shift towards online shopping. A 2021 Mastercard study revealed that 67% of Kenyan consumers surveyed were shopping more for clothing online since the pandemic began. While M&S does not have physical stores in Kenya, the retailer offers international shipping, making its products, including the new underwear line, accessible to the local market. The company has long-standing trade relationships with Kenya, primarily importing horticultural products, tea, and coffee.

Innovation and Consumer Trends

The concept of enhancing male physique through undergarments is not entirely new, drawing historical parallels to the codpiece of 15th and 16th-century Europe. However, M&S's modern interpretation focuses on subtlety and confidence, aligning with contemporary wellness and self-care trends. This product launch is part of a broader strategy by M&S to innovate within its menswear division and reinforce its market leadership. The retailer holds a 19.2% share of the men's underwear market in the UK as of February 2025.

The Kenyan consumer, particularly the younger demographic, is increasingly experimental and price-sensitive, with a willingness to try new products. Local user testimonials suggest a growing preference for underwear that offers comfort, breathability, and style, reflecting a move away from traditional choices. The entry of a product like M&S's 'secret support' pants into the global marketplace taps into a niche but growing interest in specialized men's apparel that combines function with aesthetic enhancement. While its direct impact in Kenya will be determined by consumer uptake through online channels, it aligns with the broader local trend of embracing new, quality, and globally recognized fashion brands.