Lessons from a Men’s Premium Underwear Leader

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.

About the Author

Andrea Roe is Project Director for Seven Stockings, a graphic design firm for the fashion industry.