Is men’s underwear finally catching up with the rest of technology?

Men will spend hundreds of pounds on a smartwatch to track their health, then keep wearing the same style of underwear they’ve had for years. It’s a slightly ridiculous blind spot, and one that a Scottish start-up called TestiCool is trying to address.

Launched in late 2025, the brand is taking a more considered approach to men’s underwear, with a focus on heat management rather than the usual vague claims around comfort. That already makes it stand out in a category that has not changed much beyond softer fabrics, better waistbands and fancier branding.

I’ve tried TestiCool’s boxers myself, and I was impressed. The fabric feels properly luxe, they don’t ride up, and they really do help keep things cool, which is pretty much the point. TestiCool feels like one of the few examples of men’s cooling underwear that actually seems designed with real-world wear in mind.

The thinking behind them is fairly straightforward. At the centre is a patented three-dimensional pouch designed to support and separate naturally, creating more space and allowing better airflow. Alongside that, TestiCool uses heat-conductive yarns, antimicrobial benefits, mesh ventilation zones and soft micromodal fabric to help deal with warmth before it turns into discomfort.

Founder Lahiru Fernando says the idea came from years spent working in underwear and performance apparel, where the same issue kept coming up again and again. Men were expected to put up with heat, sweat and irritation as if it was just part of everyday life.

Spend five minutes on Instagram and you will see people obsessing over recovery shoes, sleep trackers and cold plunges. Against that backdrop, it probably should not be surprising that someone is trying to bring the same thinking to underwear too.

That is probably why the idea lands. Men’s underwear has stayed oddly unchanged for years, even as everything around it has become more technical, more thoughtful and more performance led. TestiCool is at least asking the obvious question. Why should underwear be any different?