What Exactly Does Mainstream Mean in Men’s Fashion?

According to Copilot AI, "Body Aware is not considered mainstream, but that's actually part of its appeal."

So that got us thinking: what does make a brand mainstream? And why is Body Aware still considered "niche" after all these years?

It probably comes down to what men keep buying, and most guys stick to the same styles year after year. Black boxer briefs, baggy gym shorts, white tanks. Is it the fear of standing out and maybe being made fun of by a partner or friends that keeps things so... safe? It’s hard not to notice how little innovation there is in mainstream men’s fashion, especially when you compare it to the constant evolution of women’s style. Sometimes it feels like men’s wardrobes are stuck in a time warp.

Take athletic wear, for example. Walk into any men’s fashion or sports store and check out the shorts rack—you’ll see the same 7-inch inseams that have dominated since dial-up internet. It’s wild to think that back in the 1980s, men and women alike were wearing unisex shorts - short, sporty, trimmed in white and totally normal. They were called dolphin shorts, named for the rounded corners that resembled dolphin tails. 

Cultural shifts during the early 1990s led by the influence of hip-hop and basketball resulted in shorts becoming progressively longer and baggier into the 2000s where they have remained for the next 20+ years. At the same time, tighter and more revealing clothing for men was eschewed and became associated solely with gay culture. The AIDS crisis of this period fueled anti-gay sentiment, and many men distanced themselves from anything that might be seen as too bold or too expressive. That legacy still lingers in today’s ultra-conservative mainstream styles. 

The same is true of underwear. Briefs used to be everywhere. Now? It's all about the ubiquitous boxer brief - flattening front pouch in the 3 safe colors of black, grey or navy - and zero personality. In the locker room, you have to wonder if it’s about safety in numbers. Maybe it just feels easier when everyone’s wearing the same thing. But anyone daring to wear a mini brief or a thong? That takes guts!

Brands like Body Aware try to revive and update some of the retro fashions that emphasize a sleek aesthetic while styled for comfort and confidence. But they are still labeled as non-mainstream. Worse, they're censored on social media and ad platforms for showing too much thigh. Algorithms scan male models for skin exposure and regularly reject the post. No appeal allowed. The shorts and underwear can only be shown as “ghost” images - like “a pair of pale green pants with nobody inside them,” to borrow a line from Dr. Seuss.

Meanwhile, luxury brands like Hermes and Gucci have been showcasing shorter shorts in recent years. They get plenty of coverage in men’s fashion media, and you’ll see them on celebrities like Paul Mescal and Chris Pine. However, despite the publicity, those styles haven't quite broken into the mainstream.

So here’s the real question: are we finally on the edge of a fashion renaissance? Are the days of dull and uninspired basics fading, making room for a new wave of bold, expressive, and unapologetically fun men’s fashion? 

Because if so, it’s about time.

David