How do age, sexual orientation, and subculture affect men's likelihood of wearing thongs?
Executive summary
Recent industry and survey reporting shows men’s thong use is still a minority choice but growing in visibility: a 2017 U.S. survey found 4% of men aged 51+ wore thongs at least occasionally and most men reported never wearing them (Statista) [1]. Brand and fashion coverage from 2024–2025 documents rising market supply, social‑media visibility and niche survey snapshots indicating thongs and bikinis together accounted for roughly 19.8% of some 2025 respondents’ preferences in one small sample (TBô/brand reporting) [2]. Sources emphasize style, comfort and subcultural signaling—not a fixed link to sexual orientation—as primary explanations for who wears them [3] [4].
1. Age: older men wear thongs far less often than younger men
Survey data compiled by Statista from 2017 shows men aged 51 and older reported very low usage — 4% wore thongs at least occasionally while 96% never did — indicating lower prevalence among older cohorts compared with younger groups in that dataset [1]. Trend and market reporting from 2024–25 implies growing interest among younger, fashion‑conscious cohorts (social media, runways, Gen Z mentions) but available sources do not offer a representative, contemporary age‑breakdown beyond the 2017 Statista figures [2] [5].
2. Sexual orientation: commerce and commentary disavow a simple one‑to‑one link
Multiple apparel brands, blogs and podcasts emphasize that men of all sexual orientations wear thongs and that motivations are practical or aesthetic — comfort, reduced visible lines, athletic performance, and self‑expression — rather than being dictated by sexual orientation alone [3] [6] [7]. Some sources explicitly note gay men as a visible subgroup who embrace thongs for confidence and community aesthetics, while also pointing out straight men increasingly adopt the style, particularly for swimwear and fitted clothing [4] [7]. Available sources do not present representative survey data that quantifies usage by sexual orientation.
3. Subculture and context: where thongs are normalized
Subcultures tied to fitness, modeling, nightlife, influencer culture, LGBTQ+ pride events, and certain fashion circles appear repeatedly in reporting as places where men’s thongs are normalized and even fashionable [2] [8] [5]. Podcasts and brand commentary describe communities and social media as discovery channels that reduce stigma and create peer norms for wearing thongs [7] [8]. Sports and performance contexts (bodybuilders, dancers) historically normalized minimal garments for function; contemporary coverage extends that to everyday swim and gym use [9] [10].
4. Market signals: brands, designs and small surveys show growth but not ubiquity
Retail and brand reporting from 2024–25 highlights increased product lines (supportive pouches, breathable fabrics, eco options) and small surveys or shop samples showing thongs account for a non‑negligible minority of choices (examples: one 2025 brand survey reporting 10.5% for thongs in a 505‑respondent sample) [2]. Industry pieces and fashion press credit social media, influencers and runway exposure for normalizing men’s thongs [8]. These are market indicators of expanding availability and visibility, not population‑representative prevalence estimates [2] [8].
5. Motivations and harms reported by sources
Sources repeatedly list comfort, minimal fabric under tight clothing, support during activity, and self‑expression as chief motivations [11] [6] [12]. Some sources also warn of practical downsides — chafing, friction rash, potential irritation or fungal risk if non‑breathable materials or tight fits are used — advising proper fit and breathable fabrics [10]. Brand articles frame these downsides as manageable through design and material choices [10] [13].
6. Competing narratives and agendas to watch
Commercial sources (brands, retailers, blogs) promote thongs as inclusive, comfortable and trendy and naturally emphasize positive aspects and sales figures; they may overstate adoption or normalize the trend for marketing purposes [4] [8]. Independent commentary and podcasts frame the shift as cultural — tied to changing masculinity norms and Gen Z aesthetics — but do not supply nationally representative data, leaving open the possibility that visibility outpaces actual population uptake [7] [5]. Statista’s older survey offers a counterpoint that large majorities historically did not wear thongs, especially among older men [1].
Limitations and what’s missing in current reporting
Representative, up‑to‑date, population‑level breakdowns by age and sexual orientation are not present in the sources provided; most data are brand surveys, small samples, or a single 2017 Statista age snapshot [1] [2]. Available sources do not mention nationally representative, recent surveys that quantify adoption by age and orientation.
Bottom line
Available reporting shows men’s thong wearing is rising in visibility and in specific subcultures (fitness, modeling, LGBTQ+, Gen Z fashion), driven by comfort, fit for tight clothing, and social‑media amplification, but large‑scale surveys (2017 Statista) still indicate low prevalence among older men and that overall most men historically do not wear thongs [1] [2] [8]. Marketers and community voices highlight growth; independent, representative data remain limited in the cited sources [1] [2].