I first saw them on Dragon’s Den (the Canadian version of Shark Tank) back in 2007. They didn’t get funded but, since then, SAXX has gone on to dominate the world of premium underwear for men. In this interview, we speak with VP of Brand Michael Dalzell about:
The huge shifts in men’s underwear since SAXX’s founding in 2006
The hardest part of selling a $30 pair of underwear (a lesson for any brand built around technical innovation)
How to take an idea from an unrelated industry (in this case, tech) and use it to drive new product development
Big opportunities in the men’s underwear business today
To listen to the interview, click here.