Pockies

What Pockies does

Pockies is a privately held, Amsterdam-based direct-to-consumer apparel brand founded in 2015 that positions itself as the inventor of underwear with functional pockets. Its product portfolio is anchored by a core underwear line (Boxer Shorts, Boxer Briefs, Boyfriend Boxers, and Pocketless variants for men and women) and has been extended into a full leisurewear collection spanning tops (hoodies, T-shirts, knitwear), bottoms (trousers, swimwear/shorties), pyjamas, bathrobes, and accessories (socks, headwear, footwear, baby/poekies items). The brand operates a thematic drop cadence built around seasonal collections (including SS26 "Forever Weekend," FW26 "Rainy Days," FW25 "Cabin Couture," and FW25 "University of Mediocrity") and a deep roster of cultural and streetwear collaborations (Rick and Morty, Carrots by Anwar Carrots, Bokoesam, Mayeau de Naise, Boska, Sumibu, and others).

The company's core technology is a design-and-construction approach that integrates functional pockets into underwear and loungewear, packaged under its "Couch Couture" positioning. Pockies sells almost exclusively through its own Shopify-powered DTC storefront (us.pockies.com) with worldwide shipping to approximately 100+ countries, multi-currency support, carbon-neutral fulfillment, and a same-day shipping cutoff at 23:30. Pricing ranges from approximately $6 for small gift items to $170 for premium apparel such as market vests, with frequent promotions of up to 50% off and bundle SKUs such as 3-pack boxers. The company employs 11–50 people, reports a self-published 9.8/10 customer satisfaction rating, and maintains a "Pocket Points" loyalty program alongside organic social presence on Instagram, TikTok, Facebook, Pinterest, and YouTube.

Commercially, Pockies runs a one-time-purchase revenue model with no disclosed subscription or recurring component, no enterprise or B2B revenue, and no public revenue figures. Distribution is being progressively broadened via a "Become a stockist" wholesale program and a storelocator, while brand awareness is supported by earned media in Hypebeast, USA Today, Insider, Forbes, and RTL. The founders are Michiel Dicker and Rob ten Hoove; no external investors, funding history, or parent company are disclosed in the available data.

Name

Pockies

Legal name

Pockies

Website

https://pockies.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Pockies is an Amsterdam-based, privately held DTC apparel brand founded in 2015 that pioneered underwear with functional pockets and has expanded into leisurewear, tops, pyjamas, and accessories sold globally through its own e-commerce storefront with carbon-neutral shipping.

Ownership category

akta.pro rank

Product category

Apparel and Fashion E-commerce

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro industry

PRIMARYCRAAABAM

Streetwear & Contemporary Apparel Retail

Consumer Products & Retail/Apparel, Footwear & Accessories/Apparel Retail (Specialty & Mass)

Keywords

• Underwear apparel
• Leisurewear clothing
• Men's fashion
• Loungewear brand
• Pocket underwear

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct Product Sales: One-time purchase model for apparel products including underwear, tops, bottoms, pyjamas, accessories, and footwear. Revenue generated through direct consumer transactions on their e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels8 records

Core offering

Pockies designs and sells apparel and lifestyle fashion products direct-to-consumer through its own e-commerce storefront, with its signature line being underwear featuring functional pockets. The assortment also includes casual tops, bottoms, pyjamas, accessories (socks, headwear, footwear), and curated gift items, marketed under the "Couch Couture" positioning that blends comfort with style. Products are sold as individual items and multi-pack bundles with worldwide carbon-neutral shipping.

Product overview

Pockies is a leisurewear brand that pioneered underwear with functional pockets. The product portfolio centers on its core underwear collection (Boxer Shorts, Boxer Briefs, Boyfriend Boxers, and Pocketless variants) complemented by casual lifestyle apparel including Tops (Hoodies, T-shirts, Knitwear), Bottoms (Trousers, Swimwear), and Pyjamas (Shirts, Pants, Bathrobes). The Forever Weekend collection represents the current seasonal offering featuring casual shirts, shorts, tops, and accessories organized around weekend-themed categories (Friday Night, Saturday Afternoon, Sunday Morning). Accessories include Socks, Headwear, Footwear, and Baby/Poekies items. The brand also maintains collaborative collections with partners including Mayeau de Naise and Sumibu.

Differentiator

Problem solved

Functional benefit

Products and services

• Underwear

Quantifiable outcome

• Customer Rating 9.8/10
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered minor.

• Rick and MortyminorGTM or Marketing PartnerLicensed collaboration featuring Rick and Morty branded products through dedicated product page on pockies.com
• Mayeau de NaiseminorGTM or Marketing PartnerCreative design collaboration with dedicated collection page, featured in 'La Maison Pockies' showcase
• BoskaminorGTM or Marketing PartnerCollaborative product line with Boska brand featuring kitchen/dining themed apparel
• Anwar Carrots (Carrots by Anwar Carrots)minorGTM or Marketing PartnerStreetwear collaboration featuring Anwar Carrots signature designs on Pockies products
• BokoesamminorGTM or Marketing PartnerHip-hop artist collaboration featuring Bokoesam branded products in dedicated collection

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Eberjey: DTC intimates and loungewear brand offering premium sleepwear and underwear online — comparable to Pockies' product mix within the comfort and leisure category.
• Lunya: Premium DTC loungewear and sleepwear brand with a design-forward, comfort-focused positioning — overlapping with Pockies' Pyjamas and 'Couch Couture' lifestyle offering for similar affluent female-skewing consumers.
• ThirdLove: DTC intimates brand with a digitally native, comfort-and-fit focused value proposition; comparable in go-to-market model and overlap with Pockies' women's intimates/loungewear SKUs.
• Bombas: DTC apparel brand with a charitable-giving model and socks/apparel expansion — comparable in DTC scale-up narrative, social-impact positioning, and adjacent apparel category expansion strategy.

Direct peers

• Mack Weldon: DTC men's basics and underwear brand sold exclusively online, focusing on quality and functional design improvements — directly comparable to Pockies' premium functional underwear proposition.
• Tommy John: DTC men's underwear, loungewear, and basics brand offering innovative comfort-first apparel through its own e-commerce site — closely overlapping with Pockies' product categories and go-to-market approach.
• Parade: DTC underwear and intimates brand with a strong social-media-native and Gen-Z marketing playbook, selling directly online with sustainability positioning — highly comparable to Pockies' customer and channel mix.
• MeUndies: DTC underwear and loungewear subscription brand with similar e-commerce-first model, comfort-focused positioning, and recurring purchase motion directly competing with Pockies' core underwear and loungewear lines.
• Saxx Underwear: Premium men's underwear brand differentiated by a patented pouch/functional design feature (BallPark Pouch) — a direct analogue to Pockies' pocket-driven functional underwear differentiation.

Broad incumbents

• Calvin Klein: Global apparel and intimates incumbent with significant underwear market share and brand recognition; competes broadly with Pockies in the underwear category but at much larger scale and price breadth.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/pockies
• Facebookfacebook.com/pockies
• Instagraminstagram.com/houseofpockies
• Pinterestpinterest.com/pockies
• TikToktiktok.com/@houseofpockies

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pockies