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Naked's Joel Primus: "It’s a Sophisticated Product, It’s Not Loud or Flashy But It’s a Game Changer"

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For some guys, it's all about what's underneath. Underwear is a game, and navigating through the plethora of brands, fits, styles, fabrics, and colors is the challenge. Here, Racked investigates what differentiates a boxer from a brief, a slouch to a pouch, and what fit works best for what personality—directly from the source.


Image via Naked

Vancouver-based Joel Primus is the CEO and Founder of Naked, a line of men’s underwear (and basic tees) that are sure to set new ideas of what ‘second skin’ really is. Chemical free, this definitely isn’t your standard ‘3 pack’. Let’s hear it from Joel and see what it means to really get ‘naked’.

What makes your product range unique?
We search the globe for the best fabrics. We tailor our product for a slim and impeccable fit. We embrace that underwear is intimate. That it’s the first piece of clothing on and last off and that it is closest to your skin. That’s why we want it to look good, feel good and be chemical free. But we also challenge our customers. This is a totally different product experience than they’ve ever had before. No question about it.

Who would you say is your target demographic?
At Naked we try not to target an age demographic as much as we do a specific attitude towards life. We know people from 18 to 80 have purchased a pair of Naked’s and we think that is awesome. It’s a sophisticated product, it’s not loud or flashy but it’s a game changer. Guys put it on and it feels different. In fact as crazy as it sounds, guys have said their girlfriends or wives look at them in a whole different way (if you know what I mean) when they get Naked!

What is your role on a day-to-day basis?
Whether it is the fashion business or just business, I think the primary day-to-day role is problem solving. You have an idea and you have to make it a tangible reality. With that comes a minefield of obstacles that you and your team have to navigate and that is how my business partner and I spend the days.

What do you think men are looking for when they purchase underwear?
I think that depends on the purpose of their purchase. Some guys are looking a cheap 3 pack of ‘I won't say who’ for 20 bucks and another needs a pair they can and want to be seen in when that moment happens. Then you have the guy who has the dough to spend obscene amounts of money on a single pair of underwear that is exclusive simply by the price point. And finally you also have the guy who treats underwear as his little fashion secret.

What are you working on now? What can we expect next from the brand?
We’re continuing our focus on premium undergarments and developing new lines with different fabrics. We want every Naked man to get that product that is just right for him and his life. What I promise is that we’ll build another awesome underwear and t-shirt set that will have guys saying f%$ yeah!

· Naked [Official Site]
· All Below the Belt Posts [Racked]