Underwear is one of those things we wear every single day, yet most of us probably spend very little time talking about how it actually feels until something is uncomfortable. It digs in, rides up, feels too warm or simply becomes something you are conscious of throughout the day.
So instead of guessing what matters most to people when they choose underwear, we looked at something much more useful: what our customers had already told us.
We analysed 351 Flissie customer reviews to see which themes appeared naturally, without asking people to talk about particular features. The results were clear: 77% talked about comfort, 41% mentioned softness and 20.3% talked about colour. Interestingly, despite underwear often being marketed around different stages of women’s lives, not one of the 351 reviews explicitly mentioned menopause.
That last figure might be one of the most interesting of all.
Why we looked at 351 reviews properly, instead of guessing
Brands are very good at deciding what they think customers care about. You create a product, spend months thinking about the fabric, fit, waistband, seams, colours and leg length, and naturally start talking about the things you believe make it different.
Reviews work the other way around. Customers are not given a list of product benefits and asked to repeat them back. They write about whatever stood out enough for them to mention, which makes reviews a surprisingly useful source of information.
We went through a dataset of 351 Flissie customer reviews and looked for repeated themes. We were not simply interested in whether somebody liked their underwear, but why. What words kept appearing? What features mattered enough for somebody to mention without being asked? What parts of the experience stayed with them after wearing the product?
The strongest answer was not complicated. It was comfort.
You can also browse Flissie’s customer reviews here.
The headline numbers
77% mentioned comfort
More than three quarters of the reviews analysed referred to comfort in some form. Customers talked about how the boxers felt to wear, how they sat on the body and how comfortable they remained throughout the day.
Tricia described hers as “Ridiculously comfortable and easy to wear.” Lizzy said they were “So much more comfortable than traditional women's underwear.” Patricia also highlighted how comfortable they felt in warm weather, saying, “Really comfortable, felt cool and not sweaty during the recent hot weather. Will be buying more.”
It sounds obvious that underwear should be comfortable, but the fact that comfort appeared voluntarily in such a large proportion of reviews tells us something important. Customers notice when underwear stops demanding their attention.
Good underwear is not necessarily the pair you spend all day thinking about. Quite often, it is the pair you forget you are wearing.
41% mentioned softness
Softness was another major theme throughout the reviews. Customers repeatedly talked about how the material felt against their skin, often alongside comments about breathability, lightness and overall comfort.
Amalie said, “The material is very lightweight and breathable, and the sizing/fit is perfect.” Another customer described her pair simply as “Soft, breathable, comfy.” Val also praised the feel and fit, saying, “The leg doesn't ride up and nothing digs in.”
Softness is one of the hardest things to communicate online. You can photograph a fabric and describe what it is made from, but you cannot make somebody physically feel it through a screen. That is why customer language matters so much.
When people independently keep describing something as soft, lightweight and breathable, it gives us a much clearer picture of what they are actually experiencing.
Flissie boxers are made using bamboo viscose, chosen with comfort and breathability in mind. You can read more in Why Bamboo Fabric Is Better for Sensitive Skin.
20.3% talked about colour
Colour also came up more often than we expected. Just over one in five reviews mentioned colour in some way, whether customers were praising the existing shades or talking about colours they enjoyed wearing.
One customer wrote, “They feel amazing, the colours are fab, and I'm definitely buying way more!” Emma also commented, “Great colours too.”
It is a useful reminder that comfort and practicality do not mean people stop caring about how their underwear looks. Customers still want colours that feel like them and options they enjoy wearing.
For us, that means colour is not just an extra detail. It is part of the overall experience.
Menopause: 0%
One of the most interesting findings was that across the 351 reviews analysed, there were no explicit mentions of menopause.
That does not mean menopausal customers are not wearing Flissie, and it does not mean that issues associated with menopause are irrelevant to them. It simply means that when customers chose what was worth talking about in their own words, menopause itself was not the language they used.
Instead, they talked about practical experiences such as feeling cool, staying comfortable, breathability, softness, moisture and chafing.
Myra wrote, “They are very comfortable and keep moisture away from my skin.” Marlene said, “These are very comfortable and cool to wear. Prevents chafing when wearing dresses. They have been a godsend in this hot weather.”
That distinction matters because brands often organise people into marketing categories, while customers tend to describe the actual experience they are having.
Sometimes the better question is not, “Which life stage are you in?” It is simply, “What would make you feel more comfortable?”
What women actually say, in their own words, not marketing words
One of the clearest things we noticed while reading the reviews was how simple and direct the language was. Real people do not talk about underwear in marketing jargon. They talk about how it feels, how it fits and how it makes everyday life easier.
One customer wrote, “Really soft, light weight boxer shorts, they come to a good length to prevent chafe and are a lot cooler than my sports shorts.” Another said, “Love mine so comfortable and soft will buy again.”
Kentwriter, who said she had tried similar underwear from four different suppliers, described Flissie as “Extraordinarily comfortable” and said they fit well.
Those comments are more useful to us than any marketing phrase we could invent because they show what people actually value.
Comfort is not an abstract product benefit. It is wearing a dress without worrying about your thighs rubbing. It is sitting at your desk without thinking about your waistband. It is getting through a warm day feeling cooler and more comfortable. It is walking, working, travelling or relaxing without constantly thinking about your underwear.
That is the kind of experience Flissie is built around.
Taking the risk out of trying something new
Buying underwear online can sometimes feel like a bit of a gamble, especially if you have never tried boxer-style underwear before or are unsure which leg length or size will suit you best.
That is why Flissie offers a free size swap on your first order, alongside a 60-day comfort guarantee.
The idea is simple: trying something new should feel easy.
For us, customer experience is not just about the product itself. It is also about making the process of trying Flissie as straightforward and reassuring as possible.
That same thinking sits behind our story at Flissie: solving everyday underwear problems with a product designed around comfort.
What this tells us about what customers really value
Looking at 351 reviews in this way confirmed something we already believed, but it also gave us the evidence directly from customers.
Comfort comes first.
Softness matters enormously.
Breathability matters.
Colour matters too.
And perhaps most importantly, customers tend to talk about the actual experience of wearing underwear rather than the marketing labels brands might use to describe them.
That is useful because it keeps the focus where it should be: on how the product actually feels.
It also gives us a clearer way to talk about Flissie. Rather than overcomplicating the message, we can keep coming back to the things customers themselves mention most often.
Softness. Comfort. Breathability. Ease.
More than just the product
There was also another important part of the Flissie story sitting behind the product itself.
Flissie was created to help solve everyday underwear problems such as digging, riding up and chafing, while making comfort feel like something people should expect rather than settle for.
The brand also has a giving-back model, where for every three pairs sold, one pair is donated to women who need them.
You can read more about Flissie's story and giving-back mission here.
For us, that purpose sits alongside the product rather than replacing it. The underwear still has to do its basic job brilliantly.
It still has to feel good.
A note on our method
For transparency, this analysis used a dataset of 351 Flissie customer reviews collected at the time of the study.
The number of reviews displayed on the website may increase after this article is published as new reviews continue to be submitted.
We examined the reviews for recurring themes, descriptions and customer comments. A single review could fall into more than one category. For example, someone who described their underwear as both soft and comfortable would be counted under both themes, so the percentages should not be added together.
Mentions were classified based on the meaning of each review rather than only searching for one exact word.
The 0% menopause figure means that none of the 351 reviews in the analysed dataset explicitly mentioned menopause. It should not be interpreted as evidence that none of the reviewers were menopausal or perimenopausal.
This is customer review analysis rather than a nationally representative survey. The findings tell us what this particular group of Flissie customers chose to talk about after trying the product.
And that is exactly what makes the data interesting.
Nobody was asked to say comfort mattered.
They simply kept saying it.
The simplest finding might be the most important
After analysing 351 reviews, the strongest message was not complicated.
People want their underwear to be comfortable, soft, breathable and easy to wear. They want something that fits into their day without becoming something they have to think about.
Once those fundamentals are right, they want colours they enjoy wearing too.
That might not sound revolutionary.
But perhaps underwear never needed to be revolutionary.
It just needed to be really, really comfortable.
You can find out more about the story behind Flissie, read Why Bamboo Fabric Is Better for Sensitive Skin, or see more Flissie customer reviews.
If you want to experience the comfort for yourself, shop Flissie bamboo boxer shorts.
