THE BEST UNDERWEAR IN THE WORLD: NAKED BOXER BRIEFS.
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.
Yesterday, Joel Primus President & CEO of Naked Boxer Briefs came by to see the store and introduce himself. We got to meet the creator of the best underwear in the world! All Italian fabric totally made in Canada. Now Fully Stocked in our store. Try a pair and you will never wear any other type again.
Joel Primus President & CEO Naked Boxer Briefs
