Our Story

While filming a documentary in South America during 2008 for his charity, Project World Citizen (PWC), entrepreneur Joel Primus ignited the idea for what would develop into Naked Boxer Brief ®. Becoming accustomed to the unique styles and culture of men's underwear there, he couldn't find anything like it in Canada upon returning home, inspiring Joel to design and launch his own underwear line.

After nearly a year developing his product and seeking investment to launch his company, Joel took his underwear line to the Canadian reality TV show Dragons' Den in 2009. Rejected by the Dragons' (venture capitalists) in front of 1.3 million television viewers while 'naked,' Primus never gave up and continued the fight.

After Dragons' Den, a chance encounter with another local entrepreneur changed what may have been the end of Naked Boxer Brief ®. With the uniqueness of the Naked® product and Joel's passionate approach to life and business, the two teamed up to prove the Dragons wrong. After revising Naked's ® business strategy, the two secured WestJet co-founder, Tim Morgan, and others as investors in the underwear line.

Seeing some of Canada's leading boutique stores sign on to carry the product, Joel's positive attitude, caught Bruce Turner's eye. As Host of North America's leading fashion reality TV show, Style by Jury, Bruce signed on as the celebrity spokesperson and model for Naked Boxer Brief ®.

Naked ® launched its men's underwear line September 23, 2010 at Boys' Co on Robson Street, Vancouver. Since launching, Naked Boxer Brief ™ is carried in many of Canada's leading fashion stores, including Holt Renfrew.

Naked's ® launch captured the attention of Entertainment Tonight (ET) Canada and Dragons' Den. ET Canada filmed Naked's ® photo shoot with Bruce Turner in Vancouver and aired October 20, 2010. Dragons' Den invited Joel to film a follow up episode on his success, which was taped at Naked's ™ Toronto launch party in Gotstyle, September 29, 2010.

Always inspired, Joel is forever looking for new ways to deliver Naked ® to the world.