Men’s Underwear Costs to Soar as US Tariffs Hit
Originally reported August 2025 · Historical announcement
Surely this can’t be true? Deadgoodundies has stopped shipping men’s underwear to the United States.
As of August 13th 2025 customers in the US can no longer enjoy boxers and briefs from Deadgoodundies.com, even though the specialist online retailer has served the American market for more than 20 years.
“We are sad, we are baffled, we are so very sorry. We never thought we’d have to say this. We love all our customers in America but the price of a pair of underpants has just multiplied beyond belief because of the new import rules and costs.”
Adam Davies · DGU co-founder
What changed for US customers?
The Trump administration is removing the $800 ‘De Minimis’ and imposing new import tariffs on shipments into the USA. The De Minimis meant that orders under $800 didn’t pay import duty.
From August 29th consumers in the United States will pay import fees based on a product’s country of manufacture - a charge of up to $200 per item according to this White House post (see section 3): White House presidential action on de minimis treatment.
The new rules mean that a simple pair of men’s underwear briefs or trunks would cost many times more – possibly over five times as much!
A difficult decision for Deadgoodundies
“Like many other online retailers with long standing and very loyal customers in the States, we are not a little mad that we’ve had to shut down an entire export market overnight. Telling our customers there so abruptly felt awful but we have had some very generous and encouraging messages back.
“In theory American consumers can still buy men’s underwear and swimwear from Deadgoodundies via our Global eBay store - https://www.ebay.co.uk/str/deadgoodundies - BUT shipments will attract the same additional costs.”
Adam Davies · DGU co-founder
What could this mean for American consumers?
DGU’s other partner, Jane Garner, who has worked in the international lingerie and underwear industry for more than 35 years, predicts another dilemma for US consumers.
“Could Mr Trump create a nationwide crisis with a shortage of affordable men’s underwear? There is very little home-made underwear for men in America so the vast majority of adult males wear imported undies,”
Jane Garner · DGU partner
She suggests that even the most robust local retailers won’t be able to absorb all the costs from higher import tariffs indefinitely.
The Men’s Underwear Index
“America has an unusual claim to fame when it comes to men’s underwear and it’s very relevant today,” Jane says. “When Alan Greenspan was Chairman of the Federal Reserve he created the Men’s Underwear Index (MUI) as an economic indicator. If pants were down, the economy was too, when pants crept up, the economy followed.
“Let’s say there are 100 million adult males regularly buying underwear in the USA today. When money is tight, never mind a chap’s undies, or prices go up, men stop buying boxers and briefs - at least for a while. But if prices rocket and stay high will there be a nationwide shortage of male underwear?”
Jane Garner · DGU partner
Looking ahead
Deadgoodundies promises to be at the ready if there is a change of mind – and underpants – in future.
Original source: White House announcement, July 2025.
