Naked Boxer Brief Clothing Inc.

Naked Boxer Brief Clothing Inc.

September 09, 2010 10:48 ET

Vancouver Invited to Get Naked

VANCOUVER, BRITISH COLUMBIA--(Marketwire - Sept. 9, 2010) - Naked Boxer Brief™ invites Vancouver's media, political leaders, celebrities and leading entrepreneurs to Get Naked™.

Today Vancouver media and leaders will be hand delivered invitations to the launch of Canada's hottest new underwear line, Naked Boxer Brief™. Male models, including Steve Belford of Degrassi: The Next Generation, will deliver the invitations wearing only their Naked™ skivvies. The models will be escorted by the Vancouver Fire Department around the City.

Hosted by Bruce Turner of the fashion reality TV show Style by Jury, Naked's™ launch is scheduled for 4:30 PM by invitation only and at 6:30 PM to the public, Thursday, September 23, 2010 at Boys' Co Robson Street. Guests will be met with a few surprises and giveaways at the event, plus have a sneak peak of the 2011 Vancouver Fire Fighter's calendar featuring Vancouver's finest wearing Naked Boxer Briefs™.

"We're pumped to welcome Vancouver to Get Naked™," says company President & CEO Joel Primus. "Naked Boxer Brief's™ launch has been two years in the making. A year ago on CBC's Dragons' Den I was turned down by the Dragons while 'naked' on national TV, but always believed in the product and never gave up the fight."

Media Specifics

  • Please refer to the attached itinerary of our Get Naked™ Invitation Tour
  • Accredited media are invited to participate on the Get Naked™ Invitation Tour. To request a space, email or phone Summer Dhillon at (604) 614-4609
  • Follow @NakedBoxerBrief on Twitter for updates through the day

About Naked Boxer Brief ™

Launching in the last half of September 2010 at Boys' Co (Vancouver), Got Style (Toronto) and Holt Renfrew (Vancouver and Toronto), Naked Boxer Brief™ is Canada's newest and sexiest high fashion Men's underwear line. Made with an Italian knit microfiber fabric produced using distilled water from the Italian Alps and assembled in Vancouver with a seamless design and no tags, it feels like you're wearing nothing at all. Three styles are available in white (available only at Holt Renfrew) and black: Boxer, Boxer Brief, and Brief. Each garment is presented in a simple, elegant gift box produced in Vancouver.

Naked Boxer Brief™ originally debuted on CBC's reality TV Show, Dragon's Den on September 30, 2009. Unsuccessful at striking a deal on the show, Founder Joel Primus soon after had a chance encounter with Canada's top aviation marketing expert, Ross Brown. The two joined forces to prove the Dragon's wrong, convincing WestJet co-founder, Tim Morgan, to help finance the start up and join their Board. See "Our Story" for further background.

Get Naked™ Tour Itinerary For Thursday, September 9, 2010

Naked™ Models will hit the streets to hand out invitations to an exclusive media launch party in support of the Vancouver Fire Fighters Burn Fund Charity.

Look for the White Cadillac stretch limo around Vancouver with male models wearing their Naked Boxer Brief™ skivvies that will be stopping at these locations and many more!

  • The Beat 94.5 FM 8:30 am
  • The Vancouver Sun 9:30 am
  • Global TV 12:00 pm
  • Fairmont Pacific Rim 1:30 pm
  • CBC 2:00 pm
  • Vancouver City Hall 2:30 pm
  • CTV Vancouver 5:00 pm

Follow @NakedBoxerBrief on Twitter for updates or phone Summer Dhillon at (604) 614-4609.

Here are some highlights regarding Naked Boxer Brief's™ underwear line:


  • Italian micro fiber made with distilled water
  • No chemicals in the fabric which helps eliminate odor


  • Gift box
  • Colors: Black (Black Underwear) and White (White Underwear)
  • 30% recycled paper
  • Made in Vancouver, Canada


  • Men's Boxer
  • Men's Boxer Brief
  • Men's Brief


  • Black
  • White (limited to Holt Renfrew until spring 2011)

Made in Canada

  • Underwear is assembled in Vancouver
  • Styles are designed in Vancouver
  • Packaging is produced in Vancouver
  • POS displays are made in Chilliwack, British Columbia
  • 100% Canadian owned and managed company

While filming a documentary in South America for his Charity Project World Citizen, entrepreneur Joel Primus ignited the idea for what would become Naked Boxer Brief™. Having become accustomed to the unique styles of men's underwear there, he couldn't find anything like it in Canada upon returning home, inspiring Joel to launch his own underwear line.

After nearly a year developing and perfecting his product, Joel took his movie star good looks and sexy new Naked Boxer Brief™ underwear line to the hit reality CBC TV show Dragon's Den in 2009 with his original business partner, Travis McLaren. Rejected in front of 1.3 million people while 'naked' on national TV, Primus never gave up and continued the fight. A chance encounter with Canada's number one independent aviation marketing strategist, Ross Brown, saw the potential in the product and Joel's passionate approach to life, the two teamed up to prove the Dragon's wrong.

With their relentless networking and fearless passion for the entrepreneurial spirit, Joel and Ross convinced WestJet co-founder, Tim Morgan, to invest in the underwear line, immediately following a near death car accident that landed the two in hospital en-route to the first investor meetings.

Now, as the company launches across Canada during fall 2010, Naked Boxer Brief™ can be purchased starting late September in Canada's leading stores, including Boys' Co, Got Style, Top Drawers and Holt Renfrew.

Joel was selected to return to the Dragon's Den to film a follow up episode on the success Naked™ has achieved since appearing on the show. In addition, Entertainment Tonight Canada was on location at the Fairmont Pacific Rim Vancouver to film Naked's™ photo shoot with the company's yet to be named celebrity model.

Always on the go, Joel and Ross are on the constant hunt for celebrity models, sexy photo shoots, making their presence on National TV and taking their premium Canadian made underwear head to head with the Calvin Klien's of the world...this is their far!

Naked™ and Naked Boxer Brief™ are trademarks of Naked Boxer Brief Clothing Inc. of Canada.

Contact Information

  • Naked Boxer Brief Clothing Inc. - Media Contact
    Joel Primus - President & CEO
    Pacific Time Zone
    (877) 592-4767
    Naked Boxer Brief Clothing Inc. - Media Contact
    Summer Dhillon - Publicist
    Pacific Time Zone
    Cell: (604) 614-4609
    Twitter: @NakedBoxerBrief