EDMONTON - If neutral colours and traditional silhouettes come to mind when considering men’s underwear, then you haven’t seen this year’s selection of skivvies.

No longer strictly a matter of practicality, men are injecting personality into their underwear drawers by way of vibrant hues and eye-catching patterns now more than ever.

“In terms of colours and prints, the theme seems to be bolder is better,” says Jeff Morter, the men’s merchandising and customer service area supervisor at La Maison Simons.

“Across the board, we are seeing brands offering neons, bold geometric patterns and unique graphics on their underwear … and customers are responding positively to the new colour choices being offered.”

“Colour has become more and more acceptable in the locker room and the bedroom,” Toronto-based style blogger Mark St. James agrees. “There has been a huge explosion of new brands in the market today, but the trend is to outdo the competition by making each pair more psychedelic than the last.”

And by psychedelic, we’re talking mesh inserts, zipper-adorned crotches and playful pockets in addition to the already daring colours and prints on offer. Morter credits younger men as being the most adventurous in the drawer department, adding that they also are more likely to invest big bucks on their behinds.

“Younger shoppers are the ones willing to spend upwards of $150 for some Versace or Dsquared underwear,” he says, adding that when it comes to underwear, you get what you pay for.

“It’s common for some customers to balk at the price of underwear, but that $30 pair will definitely be softer, more durable and more comfortable than any of the $10 pairs we offer.”

Other big trends include athletic-inspired underwear that runs the gamut from colour blocking and piping along the edges, to jersey stripes and team numbers prominently displayed on the sides or backsides of the underwear. Brands are also offering more organic or pima cotton options to choose from, and are focusing on shape enhancement and exercise-friendly options for shoppers.

“One trend I’ve picked up on is engineered fabrics and designs specifically for sport,” says Craig Volkerink, a sales manager and self-proclaimed underwear aficionado.

“Moisture-wicking fabrics and materials designed for maximum mobility and comfort are huge. I don’t think there’s any excuse to be wearing your regular day-to-day underwear at the gym — cotton doesn’t cut it when you’re spending an hour or two running or lifting.”

St. James advises shoppers look for a high percentage of cotton to ensure breathability, and to pay attention to fit most of all.

“Everyone is shaped differently, so finding that brand or cut that’s perfect for you can be a life-long mission,” he says. “The key is to find a brief or boxer that fits well around the leg and waist. When you find that, then the rest will fall into place.”

“I want to know that I will look good and feel good,” Volkerink adds. “Men might not always admit it, but we like feeling sexy.”

And on the subject of sex appeal, there’s consensus in the boxers-versus-briefs debate: boxer-briefs are the most popular for Edmonton men of all ages.

“Boxer-briefs reign supreme in this province,” Morter declares.