The men’s swimming brief is back in style.

Speedo sales and orders across Europe, the Middle East and Africa are up by over 200% compared with 2022. Meanwhile in the US, the brand reports a 54% sales increase from 2020 to 2021 and are expecting to exceed this for 2023.

The garment’s resurgence could be down to a wider movement towards shorter short proportions in men’s fashion.  The Men’s Style Editor at British newspaper The Telegraph explains, “The rise of the short short has been seen at Prada and Dior — so perhaps micro swim shorts are a natural progression.”

Men’s swimwear is a “booming” market.

“There’s a huge variety of choice and design nous with regards to men’s trunks now,” which “makes it surprising to see a return of this throwback.”

Others put the renewed interest in the look down to the ongoing prevalence of ironic style — see mustaches, Crocs, mullet hairstyles, socks with sandals.