JANUARY 2022



Happy New Year everyone!

I hope it’s off to an amazing start. We are so excited for this new year and I can’t believe it’s already February. 

We’ve just finished a very exciting January as the team has traveled to different tradeshows around the U.S. I was fortunate to be able to join the Sales and Marketing team at Outdoor Retailer in Denver this last week. “WOW” is really the only way to describe it.

With all the big brands pulling out last minute, it gave us the opportunity to really rise to the occasion. There were lots of great accounts, media and other brands that came by and took the time to really get to know our brand and everything we offer. It was such a rush for me because, for the first time, everyone was coming to us and not the reverse. Matt, Zach and the team set up our most amazing booth to date. It was so cool to see all our products on bust forms and together. You forget how electric it is to be around everyone who has a passion for the industry and the outdoors! 

However, it also made it very clear that our value to “be good, for nothing” is very important to remember as we all start getting together more. We all have a different opinions and that’s OK. However, it’s important to always take into consideration everyone’s comfort levels when gathering. 

But it is time for us to all be excited! And I, for one, could really use a Sales Meeting with the BN3TH family this Fall. Fingers crossed and more good news to come…

Knowing that things are going to change a lot this year as our world opens back up, I was reminded of this quote from Steve Jobs that I will leave you with:

“If you want to go fast, go alone. If you want to go far, go together.”

So take care…wishing all the best to you and your loved ones in 2022 and beyond.

Dez

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TRADE SHOW SZN IS ON! 

Not long after the champagne dried up from NYE, BN3TH’s sales team started their January grind. First with the largest watersports trade show on the East Coast — Surf Expo in Orlando, Florida on January 5-7th. They capped off the month in Denver, Colorado for mega-show Outdoor Retailer on January 25-27th.

SURF EXPO OPENS NEW DOORS

“We opened 47 new accounts and plenty others stopped by and showed real interest,” Matt Keenan, North America Director of Sales, reports. “Entourage’s Surf Longer campaign resonated well, the accounts noticed it and asked our reps, ‘Can you really surf in these?’ Overall, there was lots of energy around the space and we were the only brand to show up in our channel and we owned it.”

OUTDOOR RETAILER BREATHES BN3TH

“Having done O.R. for over 10 years now, it gave me chills to walk around and see our booth and sales team and product displays all lit up,” BN3TH founder Dez Price said. “There was definitely that ‘wow’ factor. The biggest thing I recognized was that people were seeking us out. All our conversations were meaningful with people wanting to get to know the brand and our products better. It was rejuvenating in a big way. Being around people who share so much passion for the outdoors gave off such an electric feel.”

THE TEAM CONTINUES TO EVOLVE

Vince Ho joins us as the Trade Marketing Manager. He is a member of the Marketing Team who is directly focused on assisting our Wholesale Sales Team (reps and retailers) in bringing our brand to life and driving demand with consumers. This is a newly created role that provides dedicated focus to an important facet of our growing business. It is an honor to have attracted the level of talent that Vince brings to our organization. Matt Keenan and I have direct personal experience with Vince through our shared time together in the Nike LA office. During that time, I was consistently impressed at how well Vince managed large projects that created authentic connections with communities and growth with business partners. — Zach Boon

BE GOOD, FOR NOTHING

Recently, we dropped off 120 pairs at the Lookout Society down the street from the office. They support the less fortunate by providing temporary shelter, food and clothes in North Vancouver, as well as other parts of Vancouver and the Downtown Eastside. The product was all returned pairs that have been sitting at NRI, mostly due to e-comm customers trying them on and sending them back (wrong size). They now have a much better home where they can do some good in the community.

Find a Purpose Academy/Starts With One Today stopped by NRI USA to pickup 190 pairs! They offer temporary housing, food and clothing to the less fortunate in the Skid Row area of LA. Similar to the Lookout Society donation, these were returned pairs that have been sitting around NRI for months on end. And now they’re on their way to support those who really need them! — Chad Nehring

ENTOURAGE NEWS

PARKER COFFIN AND TEAM SNAPT4 WIN DA HUI BACKDOOR SHOOTOUT

Nobody declines an invite to surf in the Backdoor Shootout. It’s held during the best Pipeline conditions of the entire winter, and you surf perfect waves (sans jersey) with three other dudes. So really, everyone’s a winner. But it is a competition. And our boy Parker Coffin got paired up with Mason Ho, Barron Mamiya and Benji Brand on Team Snapt4. The quartet of shredders upended star-studded teams like Volcom and Quiksilver to handily take the victory.

BEN HARRINGTON IS HEADED TO BEIJING

20-year-old New Zealand skier Ben Harrington swears by BN3TH’s products. He hit us up for a refresh while he was in the States for the US Grand Prix and X-Games. And then we got the message… “We going to China! I still feel like I’m dreaming. 10-year-old Benni would be smiling right now.”

BN3TH THE SURFACE BLOG IS BACK!

After a brief hiatus, the blog is back on BN3TH.com and BN3TH.ca. We kicked off the relaunch with some adventurers examining underwear’s role in backcountry excursions. And there’s plenty more on deck! So be sure to check back often for more insights and inspiration for everything underwear.

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OUTSIDE MAGAZINE PRINT ISSUE PICKS BN3TH’S ENTOURAGE

ADDITIONAL DIGITAL MEDIA HITS

https://www.forbes.com/sites/josephdeacetis/2022/01/24/the-newest-mens-ski-wear-of-2022/?sh=551574cb228f

https://www.ballerstatus.com/2022/01/06/bn3th-introduces-a-brand-first-merino-wool-base-layer-collection/

https://www.themanual.com/fashion/best-merino-wool-clothing-for-men/

VALUED EDITOR FEEDBACK

  • “Extremely positive feedback from myself and my colleagues who tried an item. Will definitely have it front of mind for future fits”.Keith Gordon, Maxim 
  • They’re honestly quite possibly the most comfortable base layers I’ve worn, and actually fit properly for my 6’2″ height — very impressive”. – Brian Adee, GearMoose
  • Got them and wore top to pilates today! Love the stuff”. – Mike Hardaker, Mountain Weekly News
  • I’ve been wearing these tights for over a week straight during an historic freeze here in the islands and they are the sauce—wore like a much needed second skin, love ‘em!” – Rob Lyon, Lyon Expeditions
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JANUARY BY THE NUMBERS

  • 786 New Followers
  • 3.9 Million Impressions
  • 29,902 Engagements
  • 0.8% Engagement rate

OUR HIGHEST ENGAGING INSTAGRAM POSTS FOR DECEMBER/JANUARY

MORE SOCIAL ACTION

Jesse Millen shared content with us to help promote his new snowboard edit “Every Nook and Tranny” which we posted on Instagram Reels and Instagram Stories.

GMG RACING HITS THE TRACK AT DAYTONA

The Global Motorsports Group’s Porsche 911 GT3R (rocking BN3TH logos!) arrived to Daytona International Speedway and began practice laps to prepare for the highly-coveted Rolex 24 which went down on January 29th. The Rolex 24 features 24-hours of non-stop racing!

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BOXING DAY SALE DUMPS (INVENTORY) AND PUMPS (REVENUE)

We extended our Boxing Day sale to run through January 2nd and it served a two-pronged effect by ridding the warehouses of excess inventory and also pushing our year-end numbers even higher as we neared the finish line of 2021.

NEW SPRING PRODUCTS DROPPING ON BN3TH.COM

A handful of Spring/Summer 2022 styles arrived on the US site during the final week of January and hit the Canada site by the end of the month. The release of these products gives Marketing a fresh batch of images and exciting new copy to showcase BN3TH to our consumers.

VALENTINE’S DAY MARKETING PUSH

Feel the love! We began promoting our Valentine’s Day styles in mid-January with some email blasts and backed those up with Instagram Stories. By late January, the product and language surfaced on Facebook and our Instagram grid. We walked a fine-line between informing/inspiring our consumers but not over-inundating them with a barrage of posts. We simply focused on promoting certain styles that would be appealing to that certain someone.

BEST SELLERS: CANADA

  • Classic Boxer Brief: Cabernet/Orange
  • Classic Boxer Brief: Glades/Navy
  • Classic Boxer Brief: Tie Dye Happy
  • Classic Boxer Brief: Spray/Coral
  • Pro Ionic+™ Boxer Brief: Black

BEST SELLERS: USA

  • Pro Ionic+™ Boxer Brief: Meridian Green
  • Classic Boxer Brief: Cabernet/Orange
  • Pro Ionic+™ Boxer Brief: Black
  • North Shore Chamois: Black/Black
  • Classic Boxer Brief: Glades/Navy

HIGHLIGHTS FROM OUR MANY FIVE-STAR REVIEWS

Every month we’re bigger and better, with new styles dropping, buzz growing and innovation that’s changing the game. Let’s keep the motivation going and find new ways to stay radical, and “be good, for nothing”.

If you have an idea for the newsletter, or want to share any fun web-world finds, email [email protected]

NOVEMBER 2021

Hey all,

Whew! Now that the sales season is almost finished and the holidays are right around the corner, I feel it’s a good time to reflect and look back on the past year.

Obviously, our growth and our increasing brand awareness throughout the world has been a huge highlight. However, when I think about those things, I’m reminded that all of that happens because of one thing: our people and culture. The most important and exciting thing that happened consistently throughout the year for the business was all of you!

Our values of being “good for nothing” and “make it better” really shined through above everything else. The ever-changing landscape of our world has been one of the most challenging things to navigate this year (some would argue in our lifetime). From shutdowns to working remote to the ever-changing rules when gathering, 2021 has been nothing but frustrating. But when I look back on it, you all did such an amazing job working together. It’s not easy and change is hard, so I thank you for everything. As a company, you all succeeded in so many ways, across all departments. Way to go, team! I’m so proud of our ever-growing family and I hope everyone had as much fun as I did.

As I look forward to 2022 and 2023, I get so excited! The evolution is here, and I can’t wait to share all the new and innovated projects we are working on over the coming months. From systems being put in place for a better experience to innovative products being sampled to collabs coming to life, the list goes on and on. The possibilities are endless of what we can accomplish in the coming year. So, let’s get it!

Happy Holidays to all of you and your families. I wish you only the best this coming New Year! Be sure to get some well-deserved rest and thank you again for everything.

Making life better, by making every day more comfortable…

Dez

BN3TH THE SURFACE OF THE BRAND 

Our fearless leaders give insight into the early origins of BN3TH and how we’re looking to change the way men look at underwear. This video dives into the passion, creativity and hard work that our brand ethos exemplifies.

BLACK FRIDAY GOES BOOM

For 2021, Black Friday on BN3TH.com spanned from November 21st to the 29th. During these nine days, we broke our previous year revenue benchmarks by 40%. 

Another notable from this year’s effort was that the average order values increased considerably due to the Bulk Builder promotion, where people would save more money by spending more money. Huge thanks to everyone who contributed to this effort!

HOCKEY JOCK PUSHES PERFORMANCE

The launch of the Coast to Coast Hockey Jock marked another milestone in BN3TH’s legacy of innovation in helping men be more comfortable, and subsequently perform better. This statement is held true by our customer reviews as over 75% of the feedback has been 4 or 5 Stars. 

The media partnerships behind this launch yielded over 1.5M impressions. Notable stats from these campaigns were that the Men’s Journal article yielded an average view time of over four minutes. The roadblock banner placements on The Score and Men’s Journal also received click throughs of 4-5x the average standard performance of these units. These stats have shown us that people are interested in our message and are taking the time to engage with us. We look forward to continuing this awareness around the Coast to Coast Hockey Jock, and for BN3TH as the go-to brand for men’s comfort and performance.

THE TEAM CONTINUES TO EVOLVE

For anyone who may have missed it, Mike Cianciulli joined our marketing team on November 1st. Mike comes to us with a ton of applicable experience in working as content producer and storyteller for global brand leaders and niche media outlets. Mike’s role as the Lead Brand Storyteller will focus on growing our brand audiences and the resulting business from them. His direct responsibilities will be against copywriting, content production and the distribution of our content through all consumer facing channels. — Zach Boon

Chad Nehring recently joined us as Operational Excellence Manager. Chad is here to help us raise the bar, help champion any Operational projects that “Make it Better” and remove any barriers that would stop us from growing. He used to work in NRI (and worked on the MyPakage brand at the time), has worked with several of our current team while he was at Native, while also picking up significant experience in the IT space. — Peter Mayston

ENTOURAGE NEWS

STEADY PUSHING WITH T.J. ROGERS

Entourage member T.J. Rogers just dropped his highly-anticipated skateboard film Steady Pushing. It’s a deep dive into Canada’s skate culture through the lens of a summer-long road trip. Weekly segments continue to pepper Red Bull Skate’s You Tube channel or you can watch the entire thing on Red Bull TV. 

https://www.youtube.com/watch?v=r6j20IMN4vI

PARKER COFFIN JOINS RESURECTED DRIVE THRU TV SERIES 

Surfers in the early 2000s wore baggy boardshorts and bad sunglasses. But they had fun! Perhaps most exemplified by the seminal Drive Thru series on Fuel TV. After over a decade hiatus, Drive Thru TV is back on Fuel TV and features a hot young crop of fun-seeking freesurfers, led by none other than Entourage member Parker Coffin. The cast raised hell on a wild road trip around the USA so be sure to tune in when the series airs on Fuel TV in early 2022.

SORGE GETS SECOND

Three-time Rampage champ and Entourage member Kurt Sorge was thirsty for a fourth title in Utah. So much that he revisited his winning line from 2017. Supermans, suicide no-handers and multiple backflips served him well, but he ultimately couldn’t push past Brandon Semenuk’s technical tricks for the top spot on the podium. 

https://www.youtube.com/watch?v=HNFp9duXKO0

BN3TH REPRESENTED AT THE MINT 400

Ryan Arciero and the Draganfly Truck took second place in the Unlimited Class (Trophy Trucks) at the prestigious Mint 400. Arciero was wearing BN3TH products during this grueling event and even had our logo on the truck and his race suit.

MEN’S HEALTH “SUPPORTS” BN3TH

https://www.menshealth.com/style/g19546347/the-best-mens-underwear/

FORBES SAYS BANK ON BN3TH

https://www.forbes.com/sites/josephdeacetis/2021/11/27/the-best-underwear-for-men-is-worth-knowing-about/

ADDITIONAL MEDIA HITS

Green Global Travel:

Sustainably Chic:

https://www.sustainably-chic.com/blog/sustainable-mens-socks-ethical-underwear

Ask Men:

https://www.askmen.com/style/shopping/53-best-stylish-gifts-for-men.html

Gear Patrol:

https://www.gearpatrol.com/outdoors/g38422723/small-outdoor-items-gift-yourself-2021/

Surfer’s Fix:

https://surfersfix.com/hgg21/

NOVEMBER BY THE NUMBERS

  • 1,316 New Followers (+15.6%)
  • 8.05 Million Impressions (+184%)
  • 59,786 Engagements (+66.6%)
  • 38,529 Link Clicks (+97.6%)
  • 53 total posts and stories (+39.5%)

OUR HIGHEST ENGAGING INSTAGRAM POSTS FOR NOVEMBER…

MORE SOCIAL SHOUT-OUTS

https://www.instagram.com/p/CVoxoKGlKmP/

Entourage member Johnny Hancheck enjoying opening day at Mammoth Mountain to the tune of 22K views!

AMERICAN FIELD EVENTS PLANT SEEDS

“We recently wrapped up two of the three American Field events in Boston and Denver and, for the first time, we were interacting with new consumers face to face and selling product. This was a great activation to fire up our key cities plans and also build strong relationships in cities where we are currently don’t have any partners,” reports Matt Keenan, BN3TH Sales Director.

ECOMM HIGHLIGHTS

For the US, we had a total of 3,787 online orders in November! A whopping 1,533 of those were from new customers, while 2,254 were from returning customers. For Canada, we received 5,653 orders — 2,236 from new customers and 3,327 from returning customers. That means a total of 3,769 new customers will now get to experience the world through our radically better underwear!

BEST SELLERS: CANADA

  • Classic Boxer Brief: Navy/Retrostripe Teal – 2 pack
  • Classic Boxer Brief: Black/Navy – 2 pack
  • North Shore Chamois: Black
  • Classic Boxer Brief: Pine/Covert Camo – 2 pack
  • Classic Boxer Brief: Black

BEST SELLERS: USA

  • North Shore Chamois: Black
  • Classic Boxer Brief: Pine/Covert Camo – 2 pack
  • Classic Boxer Brief: Black/Navy – 2 pack
  • Classic Boxer Brief: Cascade/Birds – 2 pack
  • Classic Boxer Brief: Black/Under The Sea – 2 pack

TOP SELLING CITIES: CANADA

  • Calgary
  • Toronto
  • Vancouver
  • Edmonton
  • North Vancouver

TOP SELLING PROVINCES: CANADA

  • British Columbia
  • Ontario
  • Alberta
  • Quebec
  • Saskatchewan

TOP SELLING CITIES: USA

  • Chicago
  • New York
  • Austin
  • Los Angeles
  • Denver

TOP SELLING STATES: USA

  • California
  • Texas
  • Florida
  • New York
  • Colorado

BIG MOMENTUM ON THE RETAILER FRONT

Huge news: Ron Jon Surf Shop launched with BN3TH in their flagship store! Shout out to Craig, who worked tirelessly for over a year and half to bring this to life. In November, our teams opened up these new accounts:

  • Ibells Clothing
  • Fussells Shop
  • The Dashery
  • Shift
  • Male Fashions
  • Gene Taylor’s Sporting Goods

In rep news…Boston Titensor, our Orange County sales rep, is now taking over the San Diego territory and will be running all of SoCal now.

Upcoming 2022 tradeshows that BN3TH will be shown:

January 5-7 Surf Expo

January 4-6 SPRY

January 8-10 BC Rep Show

January 11-2 Frog

January 16-18 Arisq

January 17-19 Alberta Rep Show

January 26-28 Outdoor Retailer

FIVE-STAR REVIEWS

Every month we’re bigger and better, with new styles dropping, buzz growing and innovation that’s changing the game. Let’s keep the motivation going and find new ways to stay radical, and “be good, for nothing”.

If you have an idea for the newsletter, or want to share any fun web-world finds, email [email protected]