Lessons from a Men’s Premium Underwear Leader

The Fashion Consumer

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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 and the hardest part of selling a $30 pair of underwear.