This Brand Thinks Guys Will Pay $1,000 for Really Nice Underwear (2024)

If we had to guess which type of item you’d be willing to splurge your hard-earned dollars on, it would hands-down have to a be the most comfortable essentials for your wardrobe. Think sneakers, jeans, and of course, underwear.

There are countless Reddit threads of men desperately searching for the best underwear, and it totally makes sense. You grew up with basic tighty whities and ever since then, you've dreamed of that super soft pair of drawers for your "crown jewels" that would make you feel like a king. While some men have completely given up hope and are proud free ballers, it’s cringeworthy to think of the sandpaper-like feeling of your member rubbing against rough denim. And let’s not even think about what could happen with your pants zipper (if you've even seen There’s Something About Mary, than you know what we mean.)

What if we told you that one of the best underwear brands on the market has finally created a pair that’s so soft, it feels like a heavenly cloud gently hugging your lower half? Now, what if said underwear was so luxe, it can cost more than your monthly rent? Well, Nice Laundry created the world’s most expensive pair of men’s boxers for a whopping $1,000.

This might sound shocking, but there’s good reason these slim boxers will cost you a pretty penny (well, more than a penny, but you get the point.) They’re made of 100% cashmere and embroidered with 24-karat gold thread.

“We didn’t want to half-ass this cashmere boxer,” explains Nice Laundry co-founder Ricky Choi. “We started with 100% cashmere—no wool blend or low-grade stuff —and worked with a team here in New York to hand sew each pair.”

Contrary to what you might assume, this underwear and socks brand isn’t known for products with over-the-top price tags. They’ve become a favorite for guys who want to quickly and easily upgrade their dresser-drawer essentials with comfortable, reasonably-priced offerings, like their best-selling slim-fit boxers. They have cool-looking printed socks that’ll make you want to show-off a little ankle and breathable, anti-odor underwear made of seriously soft MicroModal fabric. To take it one step further, the brand offers monogramming options to put a personal touch, almost like a way more sophisticated version of when your mom wrote your name on your underwear. Plus, their new monogramming service allows men to put cool icons on their underwear like a serpent, mermaid, skull, and even a flying pig, which got the golden touch for this new release.

We’re not going to lie to you and say this underwear is a must-have for every guy, but if you have the cash to burn, there’s no shame in dropping a grand on a pair of underwear. If purchasing this underwear can make you feel like you really “made it”, or think it will give you the confidence to take on each day like a total boss, go for it—no regrets. Sometimes, if your bank accounts allow it, it’s simply worth treating yourself to something that will make you happy, even if it could be thought of as frivolous purchase.

“Between the price tag and the laundering instructions (dry clean only!), these might be totally impractical,” says Choi. “But we’re really, really proud of them.”