New York Times Declares Swim Briefs Summer’s Hottest Men’s Trend

Forget board shorts—could 2025 be the year the swim brief becomes America’s poolside uniform? From TikTok virality to luxury redesigns, the skimpy silhouette is making waves far beyond its European roots.

The Provocative Resurgence: How Swim Briefs Beat the Taboo

Once confined to competitive swimmers and European beaches, men’s swim briefs are now flooding U.S. shores. The New York Times ignited the conversation with its June 2025 feature “Skimmy Men’s Swimsuits Return to the Poolside,” highlighting designers like Todd Snyder who’ve transformed niche demand into a $240M market. Snyder’s Mykonos brief—with its discreet key pocket and retro color-blocking—outsold traditional trunks 3:1 this season, proving functionality meets audacity.

Luxury brands are doubling down:

• Miu Miu offers 14 sizes in neon hues ($295)
• Versace debuts rococo gold-trimmed designs
• Speedo reports a 40% sales spike post-Walter Goggins’ viral yellow-brief magazine spread

“It’s not just about skin,” says GQ editor Samuel Hine. “It’s men reclaiming body confidence beyond gym selfies.”

TikTok & The View: Social Media’s Role in Normalizing Bare Skin

When The View’s TikTok hit 19.5K likes dissecting swim brief styles, it signaled a cultural pivot. Comments ranged from “Finally, men’s fashion takes risks!” to debates about appropriate settings. Algorithm-driven trends show:

• #SwimBriefs views up 217% since May
• #PoolsideFashion dominated by Gen Z men in camouflage-print briefs
• Searches for “men’s bikini swimwear” rose 83% in New York City alone

“Social media erased the ‘gay-only’ stereotype,” notes influencer Carlos Mendez. “Straight guys in finance DM me asking where to buy the CDLP briefs their boss wore in the Hamptons.”

Design Innovation: Camouflage, Retro Prints, and Pocket Politics

Today’s briefs balance boldness with practicality:

| Trend | Key Example | Price Point |
|—————-|——————————|————-|
| Military Camo | Todd Snyder’s “Ranger” print | $185 |
| Retro Florals | Dolce & Gabbana’s Sicily motif| $420 |
| Tech-Mesh | Lululemon’s UV-protectant fabric | $98 |

CDLP co-founder Christian Larson credits the shift to subtler details: “Hidden pockets, adjustable waistbands, and matte fabrics make briefs feel approachably daring.” Even Walmart’s new “Freebird” line ($22) includes cheeky geometric patterns favored by Midwest dads.

The Future of Men’s Swimwear: Beyond the Brief

As sales of briefs outpace trunks in coastal cities like Miami and Los Angeles, designers hint at what’s next:

• Hybrid designs: Board short silhouettes with brief-length inseams
• Eco-tech materials: Algae-based fibers that repel saltwater
• Gender-fluid cuts: ASOS’s upcoming unisex “AquaLiberté” line

But challenges remain. Orlebar Brown scrapped briefs in 2023, citing “mainstream resistance” in Middle America. Yet with The New York Times declaring “The Bikini Brief is Back” and TikTokers pairing them with oversized linen shirts, the trend shows no signs of sinking.

Key Takeaways

• Mainstream moment: Swim briefs now account for 30% of luxury menswear swim sales, per WWD.
• Social proof: TikTok and celebrity endorsements normalize skin-baring styles for straight audiences.
• Design evolution: Camouflage prints and functional details (pockets, UV protection) ease adoption fears.
• Regional divide: Coastal cities drive 68% of U.S. demand; Midwest lags but shows 12% YOY growth.
• Future forecast: Hybrid designs and sustainable fabrics will dominate 2026 collections.

Whether you’re a Wall Street banker or a Brooklyn barista, 2025’s poolside uniform is clear: Confidence is the only accessory that matters. As Snyder quips, “If my 57-year-old self won’t wear it, I’ll just design it for bolder men.”