This paper examines consumer preferences regarding men’s underwear and aimed to assist the owner of the Skidmark brand with recommendations how to improve existing product and to extend product portfolio. Primary and secondary data was used in this study to overview the industry and to identify market trends and consumers preferences. Two data collection activities are discussed, ten one-on-one interviews and one focus group which revealed consumer’s reactions and feedback regarding Skidmark exciting and proposed products. Recommendations for production, price and promotion are given; limitations of the study discussed.