These briefs are very comfortable.  The material is very nice and the quality is very good. They are also soft and have just the right amount of stretch.  I would say they are true to size so you don't need to order a size up.  I wear a M in Hanes and the M for these fits fine.

Just realize that these sit lower on your hips than your standard brief.  You might be tempted to pull these up a little higher but that is not how they are supposed to look. I guess that is called low-rise?  I guess for younger guys like myself this looks nicer and more attractive than the "tighty-whitey" look.  In the end, they are cotton underwear so if you like the look of these, then go for them. I own these briefs as well as the matching boxer briefs.  The boxer briefs give me wedgies but it's all good.

Personally, I think the Polo Ralph Lauren briefs and boxer briefs are the most comfortable as far as fit goes.  The Ralph Lauren and these Emporio Armani's are my favorite right now.