Lace is used in only 3.1% of products. Is “men don’t like lace” really true? Joint development of men’s underwear with specialist reviewers, based on the idea of “choice”

Underwear e-commerce retailer 白鳩 announced that it would review conventional assumptions about men's innerwear designs and launch the men's shorts “俺のTバック × SHIROHATO Collaboration Shorts.” Priced at ¥5,280 (including tax), the product will be available in 2 styles, T-back and full-back. According to the announcement, lace-material products accounted for 43.6% of the 46,000 cumulative product numbers handled by the company in women's products, compared with 3.1% in men's products.

For its 2023 Christmas collection, the company offered limited sales of men's shorts with the same design as those of the women's brand HIMICO. Approximately 1,000 units were produced, and the initial delivery sold out in a short period, suggesting a response that differed from the company's assumptions. This led to the same design being offered for men as well, followed later by the launch of FLUUM, a men's brand incorporating feminine elements.

In an interview in October 2025, the company said that much remained unknown about its customer base, but a survey of 51 people produced responses such as “men may also prefer feminine designs” and “designing specifically for men is important.” A certain proportion of respondents also preferred applique designs, and the survey found that occasions for wearing the products were not limited to specific special days.

Going forward, the company is expected to continue developing products centered on expanding choice while maintaining design appeal, with a level of masculinity comparable to that of women's products. The survey results are positioned as part of the development of new markets based on performance data and a transparent understanding of customers.