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Author: Jelle van MMT
Jelle is the founder of Modern Men Thongs — a platform offering stylish lingerie designed for male bodies, without asking you to compromise who you are.
His mission? To make lingerie accessible to anyone who wants to feel beautiful, free, and confident — for those who simply want to wear what feels right.
Through personal stories, style tips, and honest content, he breaks taboos and invites more freedom in fashion and identity.
Increasingly, at Modern Men Thongs, we are asked: “Does HEMA actually sell men’s thongs?” It seems logical, because HEMA is an accessible store where you buy everyday underwear, but if you look, you won’t find any men’s thongs in their collection. Why is that? And what if you are looking for a men’s thong? In this article, we explain why HEMA doesn’t sell men’s thongs, why it can actually make perfect sense for men to wear thongs, and where the modern man can find a comfortable, stylish men’s thong.
Does HEMA sell men’s thong?
At present (and probably never before) HEMA does not sell men’s strings. On the website and in the stores, you’ll find a wide range of men’s underwear: from boxers to briefs and shorts, but no men’s strings. We can only speculate as to why that is.
Perhaps a men’s string doesn’t quite fit within HEMA’s image, which is focused on basic and family products. It could also be that the demand for men’s strings is simply too low to justify expanding the range. Additionally, the taboo surrounding men’s lingerie still plays a role; strings are often associated with women, and HEMA may choose not to offer a ‘sensitive’ product they feel unsure about.
Anyway, for those looking for a men’s string at HEMA: unfortunately, you’ll have to look elsewhere.
Why men do want to wear a men’s thong
Strings for men are actually a very logical and practical piece of underwear. Compared to traditional boxers and briefs, men’s strings offer several advantages.
Firstly, men’s strings are ideal when wearing tight trousers, for example for sports or elegant outfits. Strings prevent visible lines or bumps from forming, which you might experience with a boxer. Less fabric also means less chafing and更 breathability, which is especially pleasant on warm days or during active moments.
Aesthetically, the men’s string is also gaining popularity. More and more men are daring to experiment with their underwear style and see strings as an expression of self-confidence and body positivity. The taboo that men find strings ‘unnatural’ or ‘strange’ is slowly but surely disappearing.
In fact, it might even be more logical for men to wear strings than for women. Men have a different body structure, where minimalist underwear like a string provides greater freedom of movement and contains less unnecessary fabric. Women often have a greater need for support around the pelvis, but for men, a string can offer extra comfort without feeling like something is ‘in the way’.
Where, then, can you find a men’s thong?
Because HEMA does not sell men’s thongs, it is helpful that there are specialised online shops that focus entirely on men’s thongs. One of the better options in the Netherlands is perhaps our own website, Modern Men Thongs. Here, you will find a wide range of men’s thongs in various styles, colours, and materials.
In addition to our collection, you can also browse other online shops such as H&M, Zalando, and bol.com, but the selection there is often more limited and less specialised than at Modern Men Thongs.
Our top 3 favourite men’s strings from Modern Men Thongs
We have selected our most popular men’s strings, which stand out for their comfort, fit, and style.
1. Classic Men’s String Bikini
A sleek, minimalist cotton blend that is breathable and comfortable for everyday wear. The fit is perfect for men who appreciate simplicity with a modern look. Price: £19.95.
2. Classic Men’s String Brief HS060605
This fabric has a more classic appearance, with good support and soft materials that feel pleasant against the skin. Perfect if you like a familiar fit combined with a modern look. Price: £19.95.
3. Men’s String Heren String HS270601
Made from modal, an exceptionally soft fabric that feels wonderful to wear and has moisture-regulating properties. Ideal for men who move around a lot or simply want to enjoy a luxurious feel. Price: £24.95.
All these models are carefully designed to meet the needs of the modern man who appreciates comfort, functionality, and style.
The Rise of Men’s Thongs: Time for Normalisation
Strings for men are quickly gaining ground within fashion and lifestyle. While women have been widely wearing strings since the 1990s, it’s now time for men to embrace that freedom of choice as well. Strings are not only practical but also a statement of self-confidence and comfort.
The fashion industry, sports world, and LGBTQ+ community play an important role in normalising men’s strings. They demonstrate that men can challenge themselves and embrace new forms of masculinity.
So, are you looking for men’s briefs? HEMA doesn’t have them (yet), but at Modern Men Thongs you’ll find everything you need. Check out our collection and experience the comfort for yourself!
Do you have experience with men’s strings or an opinion on why HEMA does not sell them? Feel free to share your thoughts in the comments below.
In this article, 15 women share their experiences with men who consciously choose to wear women’s underwear.
Lotte (33) from boxers to thongs
“My husband swore by boxers—until one day, he came home with a thong. Nervous yet curious, he gave it a try, and now, he can’t imagine going back!”
My husband wore boxers for years until one day he came home with a set of thongs from the women’s section. He was nervous about wearing them, but I thought they were sexy and encouraged him to give them a try. The first time, he felt self-conscious, but he soon realized they were more comfortable and caused less chafing than his boxers. Now, he wears them almost every day and swears by their comfort and support.
Emma (35) Finding a Thong in the Laundry
One day, I was doing laundry when I found something unusual in the pile of dirty clothes: a women’s thong. Confused, I picked it up and examined it. It clearly didn’t belong to me or my daughters. My husband was the only other person living in the house, so it had to be his.
My mind raced with questions. Why was my husband wearing women’s underwear? Was he cheating? Did he have a secret fetish? I couldn’t believe it. I decided to confront him that evening.
“I was relieved it wasn’t a dark fetish—just a choice for comfort. Now, I think it’s adorable!”
When I showed him the thong, he turned red and mumbled something about a mix-up at the laundry. But I knew he was lying. After some pressing, he finally admitted the truth. He had been wearing women’s underwear for a while because he found it more comfortable and prettier than men’s briefs.
I was surprised but also relieved. It wasn’t a scandal, an affair, or a dark fetish. It was simply about comfort. We talked about it at length, and I realized I didn’t have a problem with it. In fact, I thought it was kind of cute.
My husband was always embarrassed to admit that he enjoyed wearing thongs. He thought it was unmanly and that other men would laugh at him. But when we were on vacation, I accidentally bought a set of thongs for him instead of boxers. He panicked, but I convinced him to wear them. And guess what? He loved them! He felt so comfortable and confident that he now openly talks about his preference for thongs.
“He was hesitant at first, but now he says strings are the most comfortable thing he’s ever worn.”
I’m a transgender woman, and I’ve always worn thongs, even when I was living as a man. I found them more comfortable and flattering than boxers. When I finally embraced my true self, continuing to wear thongs felt completely natural. It’s a small thing, but it helps me feel more like myself every day.
My husband and I have been together for years and share a happy marriage with two beautiful kids. A few months ago, though, I discovered something that completely changed how I viewed our relationship. While tidying the bedroom, I found a box under the bed. Curious, I opened it and was surprised to find it filled with women’s lingerie—sexy panties, thongs, and bras in all colors and styles.
At first, I was shocked and confused. Had my husband been unfaithful? Was he secretly crossdressing? I decided to confront him about it. To my surprise, he calmly admitted that he wore the lingerie himself. He found it more comfortable and softer than boxers, and he appreciated the feminine appeal.
At first, it was hard to wrap my head around it. But as we talked, I realized his choice wasn’t about his sexuality or identity. It was simply about comfort and personal preference. Over time, I even grew attracted to him in his lingerie. It enhanced our intimacy and added a new layer of excitement to our relationship.
“Supporting his love for lingerie has made us stronger as a couple.”
This experience taught me to be more open-minded and accepting. Attraction and preferences are deeply personal, and the most important thing is feeling confident in your own skin.
Julia (23) Breaking norms
My partner is non-binary and enjoys wearing both boxers and thongs. They find thongs more comfortable on some days, while boxers work better with certain outfits. They appreciate the freedom to choose what feels best without worrying about gender norms.
My husband and I both love wearing thongs. We find them more comfortable, sexier, and more flattering than traditional underwear. We wear them together at home and feel good about it. It’s a small thing, but it makes us both happier and more confident.
Isa (37) More Men Are Asking Me for Thongs as a Stylist
As a stylist, I help people find their perfect underwear. More and more, men are coming to me looking for thongs. They want comfort, support, and a sexy look. I love that more men are opening up to the benefits of thongs.
“More men are seeking underwear that feels good and looks great—strings deliver both.”
When I first met my husband, he was the most rugged, masculine man I had ever seen. He was an athlete, always at the gym, and loved everything about cars and motorcycles. A few years into our marriage, however, I discovered his secret love for women’s lingerie.
It started with small hints: a glimpse of lace under his jeans, a whiff of a perfume I didn’t recognize. One day, while cleaning out the closet, I found a hidden drawer filled with beautiful bras, panties, and teddies. At first, I was shocked, but I was also curious. Why did my tough, masculine husband wear women’s lingerie?
“It turns out that even the strongest men can embrace their softer side.”
When I confronted him, he was shy at first but soon admitted that he’d always been drawn to feminine lingerie. He loved the soft fabrics, delicate lace, and sensual appeal. It took some time, but I realized his choice didn’t change who he was or how much I loved him. In fact, it brought us closer. We became more honest and open with each other, and even our intimacy improved.
Now, I see his love for lingerie as a unique part of who he is. It makes him special, and I’m proud to accept and support him for who he is.
Tess (38) Thongs for men are also popular in stores
I work in lingerie sales, and I’ve noticed a growing demand for thongs for men. It’s no longer something men buy in secret—they are proud of their choice and want lingerie that’s comfortable, stylish, and sexy.
Fleur (33) a new spark
As a sexologist, I help people develop a healthy and fulfilling sex life. More and more couples are coming to me curious about trying thongs. They want to explore the benefits and find ways to enhance their intimacy.
For years, my husband wore boxers, like most men. He never thought much about it until one day, he watched a documentary about the fashion industry. It discussed gender norms in clothing and how these norms can be limiting for both men and women.
The documentary made him think. He realized he had never considered wearing women’s underwear simply because it wasn’t “manly.” But why not? What was wrong with wearing something more comfortable and flattering?
“He realized that comfort doesn’t care about gender norms—and neither should we.”
The next day, he went to the store and bought a few thongs. He was nervous about wearing them but determined to challenge his biases. And you know what? He loved them! They were more comfortable than boxers and gave him a whole new sense of confidence.
Now, he wears thongs regularly and even promotes them to other men. He believes it’s important to break gender norms and wear whatever makes you happy, regardless of gender.
My partner and I openly discuss everything, including our lingerie preferences. We both enjoy wearing thongs, and we’ve found they have several advantages over traditional underwear. They’re more comfortable, sexier, and more flattering. We also feel that thongs help us connect more with our sexuality.
Some people find it strange that we both wear thongs. Some think it’s unmanly for a man to wear women’s underwear. But we believe this is an outdated and narrow perspective. We think everyone should wear whatever makes them feel comfortable and confident, regardless of gender. We’re proud of our choice to wear thongs and hope to inspire others to do the same.
“Strings make us feel more confident and connected to our bodies—and to each other.”
One day, while sorting the laundry, I found something that puzzled me. Among my husband’s socks and boxers was a bright red thong. Confused, I picked it up and inspected it. It clearly wasn’t mine—the size was too small, and the design was nothing like what I wore.
My thoughts spiraled. Was my husband having an affair? Was he secretly a crossdresser? Or was there another innocent explanation? Determined to find out, I confronted him that evening. To my surprise, he admitted without hesitation that he wore the thong himself. He found it more comfortable and softer than boxers and liked the feminine feel.
“Seeing him in lingerie wasn’t just surprising—it was unexpectedly exciting.”
At first, it was strange to see my husband in something traditionally considered women’s wear. But I soon accepted his choice—it was his body, and he had the right to wear whatever he wanted. As I thought more about his preference, I found myself strangely attracted to him in his lingerie. The way the fabrics hugged his body and the sensual appeal of the designs were unexpectedly exciting.
Together, we began experimenting with different types of lingerie, and it added a new level of excitement to our relationship. Our intimacy improved, and we became more open and adventurous with each other. This experience taught me that attraction is complex and doesn’t have to fit into traditional boxes. Sometimes, the most unexpected things can bring the greatest joy.
