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Naked Boxer Brief co-founder and CEO, Joel Primus

Embrace yourself. Inspire others. Never be afraid to get Naked™.

Toted as being Canada’s newest and sexiest high fashion Men’s underwear line, Joel Primus, co-founder and CEO of Naked is quick to say, ”It’s not just black and white underwear.” It’s true.

The Story

Naked Boxer Brief starts off when Joel was in South America filming a documentary. He was traveling ‘light’ and had stopped purchase some fresh, clean underwear. Joel recalled his experience from the day he found what would become the prototype of the underwear line:

“I purchased five pairs from a street vendor in Peru. The underwear was so inspiring. I hadn’t seen anything like it before. I ended up only opening one of the five packages, and brought back the remaining four in their original packages after carrying them all across South America.”

With no previous fashion experience Joel enlisted the help of a friend to help come up with their own version of what would eventually become Naked. After making the first pair out of cotton-lycra in the basement, they decided the product needed to be made in Canada. The material, micro-fiber, was eventually sourced from Italy and meets Blue Sign certification.

To get financing for the start-up company, Joel took Naked Boxer Brief ™ to CBC’s reality TV Show, Dragon’s Den on September 30, 2009. His product did not make the cut, but he was successful in getting interest from other investors, which brought the company to where it is today. The 100% Canadian owned and operated company has designed and manufactured the underwear line in Vancouver, B.C.

Joel and his business partner, Ross Brown, want to set the new standard for classic mens underwear. “There’s a large story and experiences behind these underwear,” said Joel. “When you own a pair of Naked, you’ve joined the Naked family.”

The Product

The underwear is available in white (available only at Holt Renfrew until Spring 2011) or black, in three classic styles:

• Men’s Boxer
• Men’s Boxer Brief
• Men’s Brief

The seamless and tag-less underwear are supposed to give the impression of “being naked”. The underwear does not have the traditional elastic waist-band and at first try, they seem more like hot-yoga shorts, not underwear.

The premium underwear brand starts at $38 CDN. They are  both durable and comfortable. The micro-fibre will keep it’s shape and because it’s made without chemicals in the fabric, it helps to eliminate odour.

The underwear come in a gift-box style package. The idea is that when you purchase a pair of Naked underwear you will feel like you are getting more than just a pair of underwear – which essentially you are because partial proceeds from each pair of underwear sold go to support charity. But honestly, who are we kidding – we all like to treat ourselves to some retail therapy, so why not have it come in a nice box, right?

Overall, I think that everyone should have at least a few pairs of these very sexy feeling underwear in their drawer and to wear them regularly. And why not? Who doesn’t like to walk around being comfortable and feeling sexy, right?

In Canada, you can purchase Naked at these fine retailers, including Holt Renfrew. If there isn’t a retailer in your neighbourhood, or if you live outside of Canada and you want to experience the simple and sophisticated style of Naked, you can order online.

The Contest

Enter for a chance to win your very own pair of Naked! Here’s how you can enter:

1. Tweet: I entered to win a hot new pair of sexy underwear from @NakedBoxerBrief and @br_webb. http://ow.ly/32VVi RT to enter!

or

2. Leave a comment on this blog post on your favourite store (online or retail), to purchase hot new underwear.

Contest closes on Friday, November 5, 2010 at 5:00pm PST.
Winner will be announced on this blog post on or before Monday, November 8, 2010.

Read the complete contest rules.

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This contest is now closed.

Congratulations Chase, you are the lucky winner of a pair of underwear by Naked Boxer Briefs!

Thank you to everyone who entered. Please keep watching for more contests coming soon!

Follow me on twitter. Follow Naked Boxer Brief on twitter, and ‘like’ on Facebook.

One of the most important assets for any business is photography. Images communicate the value of your product, professionalism of your business, and directly reflect on the business.

When I visit a website that sells a product or a service, I appreciate seeing some decent product shots. Over the past number of years I’ve had the pleasure of helping a number of small and medium size businesses and organizations feature their products on their sites.

In the past I have photographed an entire line of clothing for a Vancouver based fashion designer, photographed samples for graphic designers portfolio’s, hand-made wares from a local artisan, and other various products that have been used in various pieces of online and print marketing collateral.

Most recently I did some product photography for a beauty supply store that specializes in hair extensions, weaves and wigs. The company is currently re-branding and will be launching a new website. Part of the new online experience will feature samples of hair products they sell. When the new website goes live I’ll be sure to post a link.

In the meantime, think about your own online customer experience. Are your photos really portraying your products and services as effectively as possible? Is it time for your website’s photography to be updated?