White Shirt Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Hanes is the best-performing white shirt brand in July 2026, moving 22,000 units across 3 ASINs for 34.9% of Top 10 volume. Trendy Queen follows with 21,000 units (33.3%), ahead of Fruit of the Loom on 11,000 units (17.5%).

With 5 brands splitting the Top 10 and 85.7% of volume sitting with three of them, this is a concentrated shelf — the leaders hold multiple listings or one very high-velocity ASIN, so a new entrant competes against established review moats rather than an open field. Average selling prices among the leaders run from $9.32 to $25.98, which frames the price band a competing listing has to justify.

Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, one ASIN forced its way in: B075ZZ7XKD booked 4K units at $10.12, with ▼ 20.0% MoM change. On the growth side, B01NB1D910 leads positive momentum with ▲ 1900.0% MoM growth on 1K units, with B01DDFXIK2 close behind at ▲ 125.0% MoM on 900 units.

The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.