What Is a Reasonable Price to Pay for Underwear?

I recently saw a commercial for a company called the Duluth Trading Co, which makes what they call “buck naked underwear.” The prospect of a pair of boxer briefs that “feels like wearing nothing at all” intrigued me, so I checked out their website.

There I found that the price of the boxer briefs is $22.50.

Now, I have no doubt that this is a fair price. They’re offering a premium product at a premium price.

But I’m used to buying a 3-pack of boxer briefs for $15 on Amazon. So the prospect of spending more than that on a single pair is a tough sell for me.

Should it be, though? Perhaps I’m looking at this the wrong way, similar to my entry a few months ago about spoons. Underwear is something we wear every day (well, most of us). Over time, is it worth the additional cost?

I have two options:

  1. Continue to buy cheap boxer briefs for about $5 each. They’re not uncomfortable, but they’re not revolutionary either. They tend to wear out every 2 years or so, requiring me to buy new pairs.
  2. Buy nicer boxer briefs for $20+ each. I do have one such pair, an Under Armor version I got about 8 years ago. They’re in fantastic shape, and they’re super comfortable.

When I look at it that way, the math seems to point towards the nicer boxer briefs.

What’s your approach? What do you consider to be a reasonable price for underwear?