A quiet revolution is taking place in the nation's knicker drawers, as new research confirms that comfort has decisively dethroned sexiness as the UK's top underwear priority. The era of enduring visible panty lines (VPL) as a fashion crime is over, with practical, full-coverage styles now the undisputed favourite.
The Great Knicker Census: The Numbers Behind the Shift
According to the 'Great Knicker Census' conducted by the knicker brand Stripe & Stare, the nation's style preferences have undergone a fundamental change. The data reveals that full briefs are the clear favourite for 44% of women, followed by high-waisted styles at 31%. The once-dominant thong trails significantly behind, favoured by just 15% of respondents.
When posed with a stark choice, the results were even more definitive. Nearly two-thirds (67%) of women stated they would choose Bridget Jones-style 'granny pants' over a thong if they could only wear one style for life. This underscores a major cultural shift towards valuing everyday comfort and practicality over traditionally 'sexy' but often uncomfortable styles.
From Icks to Unworn Drawer Relics
The driving force behind this trend is a powerful aversion to discomfort. The survey identified the biggest 'knicker icks', with uncomfortable pants being the top turn-off for 53% of women. This was followed by wedgies (39%), too-small knickers (36%), thongs themselves (32%), and camel toe (29%).
Despite this clear preference for comfort, the census uncovered a paradox in British underwear habits. The research found that the average UK woman owns 20 pairs of knickers, but a significant three pairs (15%) go completely unworn, languishing unused. This leaves most women with barely enough preferred pairs to last two and a half weeks between washes.
Furthermore, three in five women (60%) admit to wearing underwear that is tattered, holey, discoloured, or stretched out. Common issues include loose elastic (19%), visible holes (18%), and bleaching (15%), suggesting Britain's drawers are in desperate need of a refresh.
Social Media Echoes the Sentiment
The data is mirrored by conversations on social media, particularly TikTok, where the embrace of comfortable underwear has become a viral topic. A post from user @crazynewmumma last year resonated widely, amassing over 55,000 likes. The video humorously lamented having to wear 'pre-kids' thongs when all her 'granny pants' were in the wash.
The comments section filled with relatable anecdotes, from one person noting they "still wear high-waisted maternity pants when my kid is 3" to another quipping, "My fiancé picked up a pair of my maternity pants thinking they were his black T-shirt."
A New Underwear Philosophy
Katie Lopes, Co-Founder of Stripe & Stare, commented on the findings: "The Great Knicker Census shows that while women overwhelmingly prioritise comfort - with uncomfortable pants being the number one knicker ick - they often wait until their underwear is literally falling apart before replacing it. We want to change that; better knickers aren’t about being sexy, they’re about feeling supported, confident, and comfortable every day."
Stripe & Stare ambassador Carla Freeman added: "We all have that one pair that makes us feel unstoppable and clearly we’re not alone. With over a third of women (36%) saying their favourite knickers boost their confidence, breathable, comfortable underwear shouldn’t be a luxury, they’re an everyday essential."
The message is clear: for the modern UK woman, confidence and comfort are now inextricably linked, and it all starts with what's in her drawer.
