Why Is Ethika So Expensive? (7 Reasons Why)

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Yasmin Fisher

Yasmin Fisher is a fashion-loving shopaholic who has spent the last 10 years in customer service. She loves finding great deals, and thrifting is one of her favorite weekend activities.

Ethika is not just another underwear company. Instead, Ethika projects itself as a lifestyle brand that caters to men and women of every age and requirement.

While Ethika is known for producing great underwear, the company also has a price range that astounds most people. Why is Ethika so expensive? I looked into it, and here is what I found!

Why Is Ethika So Expensive?

Ethika is so expensive because it is a popular men’s and women’s underwear brand that is endorsed by entertainment and sports celebrities. Additionally, Ethika offers a wide variety of products, and more products mean a bigger investment from Ethika. Apart from recouping those expenses, Ethika also has to cover high shipping and taxes.

If you want to learn more about Ethika’s branding, celebrity endorsements, product offerings, and other factors that make Ethika expensive, keep on reading!

1. Ethika Is A Renowned Brand

Ethika was launched in November 2001. Since then, Ethika has thrived in the underwear industry and established itself as a reputable brand.

Time and again, Ethika gets named one of the best underwear brands. While Ethika is not exactly Calvin Klein and Emporio Armani, it has amassed a loyal following.

Therefore, because of Ethika’s popularity and great brand equity, Ethika can command higher prices for its products than other companies.

2. Ethika Has Celebrity Endorsers

Ethika has numerous celebrity endorses, including Lou Williams, Jarvis Landry, Lil Durk, and Von Miller. Through them, Ethika can broaden its market reach.

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However, celebrity endorsements are costly. Apart from the talent fees of the celebrities, Ethika has to shoulder the cost of photo shoots and marketing materials.

Additionally, Ethika can have more than one celebrity endorser at a time, and this causes Ethika’s marketing costs to inflate.

Therefore, to recoup the cost of these endorsements, Ethika has to charge more for its products.

3. Ethika Offers A Wide Variety Of Products

Ethika sells a wide range of underwear for men and women. Also, Ethika has branched out to apparel like tops, jackets, shorts, and pants, among others.

Of course, creating new products is never easy, and neither are they cheap. These products must be conceptualized, created, tested, and enhanced before reaching consumers.

Additionally, there are products designed and manufactured by experts who have to be paid by the hour for their work.

So, whenever Ethika launches new products, the company’s looking to recover its investment by increasing the prices of its goods.

4. Ethika Produces High Quality & Comfortable Underwear

Ethika may not produce enough styles and cuts to please every consumer, but there is no doubt that Ethika’s fabrics are impressively sturdy and comfortable.

Depending on the type of underwear you buy, you can get different percentages of cotton, modal, and spandex, a combination that has satisfied customers repeatedly.

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Consequently, Ethika can demand higher rates for the great value and comfort that Ethika underwear provides.

5. Ethika Products Are Securely Packaged

While Ethika does not use luxury packaging, Ethika does ensure the safety of its products by delivering them in clean, clear, and sturdy bags.

Additionally, Ethika underwear comes with hygiene stickers to ensure that consumers are getting 100% brand new and sterile products.

Furthermore, Ethika has to produce bigger packaging for their apparel, including materials that protect the garment throughout distribution and storage.

However, hygiene stickers and packaging requirements can be costly, and these costs are passed on to consumers by increasing the price of Ethika products.

6. Reseller Markups Increase Ethika Prices

Like other products, Ethika underwear and apparel go through a complex supply chain. Upon release from the factory, Ethika is distributed and passed on to resellers.

So, as Ethika products go from point A to B, markups accumulate because distributors and resellers also need to generate profit to remain operational.

Therefore, by the time Ethika products reach consumers, the selling price is much higher than when Ethika products left the factory.

7. Shipping & Import Fees Are Costly

Shipping and import fees have always driven up the cost of goods. Nevertheless, the shipping and import fees today are much pricier than they were before.

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Generally, this is a result of COVID-19 lockdowns. As countries open their ports, products like Ethika are flooding in at an impressive rate.

Therefore, contractors must increase their rates to cope with the shipping demands and higher oil prices. On top of that, tariffs are higher in some countries.

As a result, Ethika products become more expensive upon entering their destination country.

To learn more, you can also read our posts on why Aritzia is so expensive, why Princess Polly is so expensive, and why Balenciaga is so expensive.


Ethika is a popular underwear brand that enjoys numerous celebrity endorsements, most of which are from star athletes.

Also, Ethika uses superior materials for its wide variety of products, allowing consumers to enjoy better comfort when wearing Ethika underwear and apparel.

Nonetheless, these marketing efforts and product development rack up Ethika’s overhead and operations costs.

Considering the shipping and tariffs Ethika shoulders on top of these expenses, it is easier to understand why Ethika is so expensive.


  • Yasmin Fisher

    Yasmin Fisher is a fashion-loving shopaholic who has spent the last 10 years in customer service. She loves finding great deals, and thrifting is one of her favorite weekend activities.

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