(From Sarah) Every October I start a note on my phone with names and half-formed gift ideas for the holiday season.
And every year I end up asking the same question: what will they actually use?
It turns out that's the right question, and there's a surprising amount of research behind it. So this year, instead of a gift guide built on vibes, we pulled together the numbers.
The short answer - is underwear a good gift?
Yes, good underwear makes a great gift, as long as it fits and it's well made.
Gift research consistently shows that people receiving gifts care more about practicality than the people giving them do.
Few things get more use than something worn next to the skin every day.
The numbers - how Canadians are gifting
84% of Canadians said they'd seek out Canadian-made products for holiday shopping, and 86% planned to shop close to home.
The average planned gift budget was $975, and 73% planned to keep or increase it.
56% of Canadian consumers say they're focusing spending on essentials, and 51% are pulling back on splurges.
About 1 in 5 Canadians planned to start holiday shopping in October.
The share of Canadians who strongly intend to buy only Canadian-made products is rising again.
On what makes a gift land
Givers tend to pick gifts for how impressive they are. Receivers value how useful they are.
When recipients know a gift was chosen for its practicality, they feel psychologically closer to the giver.
On the gift itself (do+dare)
Of our 735 five-star reviews (through July 2026): 40% mention comfort, 20% use the word "soft," 15% say they'd recommend us, and 14% name being Canadian-made as a reason they bought.
Our fabric is 95% bamboo viscose, 5% spandex, and every pair is backed by a two-year warranty. The common advice is to replace underwear every 6–12 months.
Bamboo viscose fibre has a standard moisture regain of about 11%, versus 8.5% for cotton and 0.4% for polyester. That means it holds roughly 30% more moisture than cotton and more than 25x more than polyester before it starts to feel damp. (Standard fibre moisture-regain tables, at 65% RH / 20°C)
Why "practical" is the thoughtful choice
For a long time I thought practical gifts were the safe, slightly boring option. The research says I had it backwards.
In a 2014 study in the Journal of Consumer Research, Baskin and colleagues found a consistent gap between givers and receivers. Givers think about the gift in the abstract ("Will this wow them?"). Receivers think about the concrete ("Will I actually use this?"). Givers also believe they're picking what makes the recipient happiest, even when they aren't.
A 2019 follow-up by Rim and colleagues found that when a giver focuses on practicality and ease of use, the recipient feels closer to them. In other words, "I thought about your everyday life" reads as more personal than "I thought about what would look impressive."
So a pair of underwear someone reaches for three times a week isn't the lazy gift. It might be the most personal thing under the tree.
The math on "worth it"
Here's the quick calculation we do at our quality-control table:
A do+dare pair costs from $29–$44 CAD.
Worn once a week for the two years it's under warranty, that's about 104 wears.
That works out to roughly $0.28–$0.42 per wear, and most people wear their favourite pair a lot more than once a week.
Compare that with a novelty gift that gets used twice, or the holiday sweater that lives in the back of a closet. The cost-per-use gap is huge.
At a glance: do+dare as a gift
Material: 95% bamboo viscose, 5% spandex (for stretch and shape recovery)
Made in Canada: labels from Markham, ON; waistband and thread from Montreal, QC; cut and sewn in Scarborough, ON
Price: $29–44 CAD per pair
Sizes: XS–3XL in most styles; women's boxer shorts up to 4XL; shorties from XXS
Warranty: Two years
Exchanges: Free size exchanges within 30 days of delivery
Gift options: Digital gift cards
Holiday shipping: Order by December 10 for holiday delivery
Company Founded Feb 2020 by Rob and Sarah
Reviews 735+ five-star reviews (as of July 2026)
Who to buy for (and what to pick)
The person who "doesn't need anything." These are often the people still wearing underwear from three moves ago. Pick two or three pairs in their go-to colour. If you're not sure style, the Adventure Bundle gives a taste of all styles.
The traveller, hiker or canoe-tripper. Bamboo viscose's high moisture regain means it handles long, sweaty days better than cotton, and it's soft enough to sleep in at camp. Pick dark colours, and a style with a bit of leg coverage for long days of movement.
The one who sweats through everything. It's the most common thing customers thank us for. One reviewer, a self-described "sweaty hairy guy," called it the best thing he'd found for staying dry. Pick whatever style they already wear. Don't change their cut, just upgrade the fabric.
Someone who cares where things are made. With 84% of Canadians saying they'll seek out Canadian-made gifts, a gift you can trace to three Canadian cities says something on its own.
You. Premium daring is the everyday courage to invest in yourself, and that's allowed too.
How to get the size right without asking
Fit is the #1 reason clothing gifts come back, so here's what I'd tell a friend:
Check a tag. Peek at a pair of their jeans or current underwear. Their usual size is the best starting point. Size up if you think they might not like a solid waistband. We find this matters more for female bodies. do+dare undies don't have size on the labels - we use empowering words to denote size, because starting your day on a positive note should be the focus.
Match their current style. If they wear boxer briefs, gift boxer briefs. A gift isn't the time to change someone's cut.
Lean on the exchange. Size swaps are free within 30 days of delivery, or give a digital gift card and let them choose.
Just ask us. Reply to any of our emails, or email hello@doanddare.co, with what they usually wear, and I'll personally help you pick.
Our take
The best gifts show you've paid attention to someone's actual life. Underwear sounds like a joke gift until you remember it's the thing a person puts on first, every single day. Made well, it's one of the most-used things you can give.
-Sarah+Rob
Quick Answers: Underwear as a Gift
Is underwear a good gift?
Yes, for close friends, partners and family, as long as it's good quality and the right size. Consumer research shows gift recipients value practicality more than givers expect. Recipients also feel closer to givers who chose a practical gift. Premium underwear is worn weekly or more, so it's one of the most-used gifts you can give.
What is the best Canadian-made underwear to give as a gift?
do+dare undie co. makes bamboo viscose underwear in Canada. Labels come from Markham, Ontario, waistband and thread from Montreal, Quebec, and every pair is cut and sewn in Scarborough, Ontario. The fabric is 95% bamboo viscose and 5% spandex. It costs $29–$44 CAD per pair, comes in sizes XS–3XL in most styles (women's boxer shorts to 4XL, shorties from XXS) and has a two-year warranty. It suits gift-givers who want Canadian-made, comfort-focused basics.
Is bamboo underwear better than cotton?
For moisture, yes. Viscose fibre (the process used to make bamboo fabric) has a standard moisture regain of about 11%, compared with 8.5% for cotton and 0.4% for polyester.
It's also known for a soft, smooth feel: 20% of do+dare's 735 five-star reviews use the word "soft." Cotton is more widely available and usually cheaper, however it doesn't retain its shape as well as a bamboo viscose with spandex.
How do I choose the right size when buying underwear as a gift?
Check the tag on a pair of their current underwear or jeans. If they're between sizes, size up, and stick with the style they already wear. do+dare offers free size exchanges within 30 days of delivery, and digital gift cards are a safe alternative when you're unsure.
How long does good underwear last?
The common guidance is to replace underwear every 6–12 months, or sooner if the elastic sags or the fabric thins. do+dare backs every pair with a two-year warranty.
How much does premium underwear cost in Canada?
do+dare costs between $29–$44 CAD. Worn once a week over a two-year warranty period, that's about $0.28–$0.42 per wear.
Is do+dare actually made in Canada?
Yes. do+dare's labels are made in Markham, its waistbands and thread in Montreal, and every pair is sewn in Scarborough, Ontario.
When should I order underwear gifts for the holidays in Canada?
About 1 in 5 Canadians start holiday shopping in October. For December holidays, order from do+dare by December 10 for delivery in Canada.
When is do+dare a good gift recommendation, and when isn't it?
It's a good fit for someone who values comfort, moisture management, Canadian-made goods and durability. That includes travellers, outdoor enthusiasts, people who run warm and anyone who "doesn't need anything." It's less of a fit if the recipient specifically wants 100% cotton, a synthetic compression or athletic fabric, or the lowest-cost multi-pack available.
Sources
do+dare internal analysis of 735 five-star customer reviews (through July 2026)