New research by Stripe & Stare, ‘the world’s comfiest knicker brand, reveals that Britain is long overdue for a knicker reset this January. Findings from The Great Knicker Census uncover the intimate underwear habits of the nation’s women, showing that while they own plenty of knickers, many are hanging on to them far longer than recommended.
The average UK woman owns 20 pairs of knickers, yet three pairs (15%) go completely unworn – languishing at the back of drawers like forgotten relics of shopping trips past. In reality, that leaves most women with barely enough pairs they genuinely want to wear to make it through two and a half weeks between washes.
For Stripe & Stare, comfort is non-negotiable, and the data shows women feel the same. Comfort is king for the nation’s women – in fact, over three-quarters (76%) say it is the most important factor when choosing a new pair of knickers, beating design, cost and colour. The focus on feel drives the biggest knicker icks: uncomfortable pants are the top turn off for more than half of women (53%), followed by wedgies (39%), too-small knickers (36%), thongs (32%) and camel toe (29%).
The comfort priority is clearly reflected in the nation’s style preferences: full briefs are now the clear favourite (44%), followed by high-waisted styles (31%), while the ever-divisive thong trails behind at just 15%. When asked to choose a style for life, nearly two-thirds (67%) of women say they’d reach for Bridget Jones-style granny pants over thongs, reinforcing the rise of practical, everyday comfort over traditionally sexy styles.
Despite comfort reigning supreme, The Great Knicker Census reveals that three in five (60%) women are still wearing underwear that’s tattered, holey, discoloured or stretched out. From loose elastic (19%) and bleaching (15%) to visible holes (18%), it’s clear that Britain’s knicker drawers are in need of some love.
Shockingly, nearly three-quarters (74%) of women didn’t know knickers should be replaced every 6-12 months, with the oldest pair in the UK averaging three years old – up to six times longer than recommended by dermatologists. Adding to the hygiene horror stories, a quarter of women (25%) admit to having re-worn a dirty pair of knickers at least once.
And this is not just a women’s issue, the gender split shows that men report owning fewer pairs overall and are more likely to stretch out how long they keep them. Among those who do re-wear, men are more likely than women to say they do so “sometimes” or “always” rather than women’s “rarely”.
The younger generations are going one step further when rewriting the underwear rule book. When it comes to preferred everyday underwear, Gen Z women are more likely than Millennials to choose boxers (26% vs. 15%) or go commando (8% vs. 4%). Despite only 3% of women overall listing commando their ‘main style’, nearly one in six (16%) admit to secretly going au naturel at least once a week.
The Great Knicker Census also uncovers a surprisingly generous side to the nation’s underwear habits, with some women sharing and re-wearing each other’s pants. Forget lip gloss or outfits – one in nine (11%) women have lent a pair of their knickers to a friend or family member, and among those who had them returned, a third continued wearing the borrowed pair afterwards. The generosity goes both ways: 6% of women – rising to almost one in five (19%) Gen Z women – admit to borrowing underwear and still wearing it themselves, showing that comfort, trust and solidarity are often stitched into women’s knicker drawers.
With women typically waiting seven months between underwear purchases, Stripe & Stare is encouraging a reset this January – not just for drawers, but for comfort, confidence and everyday wellbeing – with the launch of its new Back to Basics collection. The range includes new Latte shades and the introduction of a new mid-rise, high-leg shape, designed to provide all-day comfort for women of all shapes and ages.
Katie Lopes, co-founder of Stripe & Stare, said: “The Great Knicker Census shows that while women overwhelmingly prioritise comfort – with uncomfortable pants being the number one knicker ick (53%) – 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.”
To refresh your knicker drawers for 2026, discover Stripe & Stare’s Back to Basics range at https://stripeandstare.com/
