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…



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.


For 2021, Black Friday on 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!


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.


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 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.


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.


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.


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.




Green Global Travel:

Sustainably Chic:

Ask Men:

Gear Patrol:

Surfer’s Fix:


  • 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%)



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


“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.


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!


  • 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


  • 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


  • Calgary
  • Toronto
  • Vancouver
  • Edmonton
  • North Vancouver


  • British Columbia
  • Ontario
  • Alberta
  • Quebec
  • Saskatchewan


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


  • California
  • Texas
  • Florida
  • New York
  • Colorado


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


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]


Hey all,

The evolution is in full effect as we look forward to Q4. The brand has spent a better part of the year getting set up to win in the coming months in more ways than one. Over the last year, we’ve spent a lot of our time putting the right people in the right seats, from HQ to our Rep force, this has been the most exciting year and a half. Together we have created a dream team. During a time when the world landscape has been more challenging than ever, this team had done nothing but win and create more opportunities for the brand. So when you have the most amazing team and the brand is growing, the only thing you really need to do is continue adding all-star people to your roster!

It gives me great pleasure to welcome Peter ‘The Secret Weapon’ Mayston – our new VP of Operations and Finance, next is our new Director of Marketing, Zach ‘Nothing-but-net’ Boon and last but definitely not least, Juliet ‘I Make You Look Good’ Korver who is now heading up Product and Mechanising, officially starting on October 18th. It’s so exciting to have all 3 of these people join our family. They each bring an extensive amount of knowledge and talent to help us all succeed going forward.  You all will get a chance to meet them moreover Zoom at our Fall22 sales meeting in a few weeks and hopefully in person along with a cool cocktail soon in the future.

Well, it’s that time of the season again, the bike trails are closing and the air is starting to get a bit cooler which gets us all dreaming of winter. As we slowly put away the bikes and start dusting off the snow gear, while thinking about how our favorite Merino baselayer “Glacier Creek” that’s about to be back in stock, there are some other exciting products launching right now. 

The new Coast to Coast Hockey Jock just went live and it’s already getting a lot of buzz. From friends that play for fun to locker rooms around the NHL, the feedback has been amazing. Again, it’s a testament to the Product and Design team who keep hitting it out of the park with our ‘Fit, Function, and Fabric’ value into all our styles.

The success we continue to see when picking a market that hasn’t seen a lot of innovation in a while with products we’ve been wearing for years is our winning ticket. I can’t wait till we show the world more of what we’ve been working on, next year.

In closing, I just want to say again how proud we all are of everyone and the amazing job you are doing in a time when everything is changing daily. I got to spend a few weeks on the road with some of you this last month and to see the excitement at tradeshows, with buyers, in-store, and the from athletes everywhere I go has us all feeling so excited for what’s to come. The evolution is here, the buzz is getting louder and louder! This is because of all of you, Thank you from the bottom of my heart!


Dez Price – Co-Founder, BN3TH


We’ve been teasing the game-changing Coast to Coast Hockey Jocks for a couple of weeks now. They’re finally launching on October 3rd with a combination of PR seeding, press, social ads, videos, blogs, and photography.

From interviews with Men’s Journal to VIP boxes winging their way to NHL players and trusted hockey news outlets, we’re going all-out to announce the new product to the world.

Among the heavy-hitters being the first to try them on, Coach Jeremy (500k followers and subscribers), On The Bench (457k followers), Hockey Training (84k YouTube subscribers), ESPN LA, the Sekeres and Price podcast, as well as pro players for the Edmonton Oilers, Carolina Hurricanes, Vegas Knights, Detroit Redwings, and the Seattle Kraken.


The North Shore Chamois received an Honorable Mention award at the European Product Design Awards™.

“The European Product Design Award™ was created to recognize the efforts of talented international product designers who aim to improve our daily lives with their practical, well-thought-out creations.”


Dez, Dustin, and Darren all met up in North Vancouver for the first time in over a year to discuss the origins of BN3TH. Their stories will be shared on a new video, which will be debuted at the Fall-Winter 21 Sales Meeting.


It’s been a big month for our Entourage member and Surf Pro, Parker Coffin. He starred in Snapt4, the awesome surf documentary that premiered at the Sea Legs At The Beach event, he took part in an epic BN3TH photoshoot and celebrated his 26th birthday.

TJ Rogers – BN3TH Entourage, Pro Skater, and a friend of the brand attended the company booth at the Sun Diego event. The surf & skate concert and festival promote sports and getting outdoors. The guys at the BN3TH tent hosted a game to win pairs of Radically Better Underwear.

The BN3TH sponsored Porche 996 has been racing in the Long Beach Grand Prix, with Kyle Washington behind the wheel.
Kyle said, “This is a bucket list race for me. James and I have worked so hard for nearly 2 years to be able to get here. The GMG team has become almost a second family to me and I feel very honored to battle for the podium knowing how much professionalism they’ve put into our car setup. I hope we can bring home a great result after this massive effort.”

Our own Nora Shaugnessy visited the popular sports-themed Sekeres and Price podcast to share the news about the new Coast to Coast Hockey Jock, launching on Oct 3rd.


  • 8,467 New Followers
  • 2.7 Million Impressions
  • 19,836 Engagements
  • 11,153 Link Clicks


The GMG Racing Team, including drivers James Sofronas and Kyle Washington (100k+ followers), were ripping around the track in Long Beach and sharing their successes all over social.

Male Fashion Influencer, Sammy Eliott (84k followers) showed off his love for BN3TH while recovering from a run session.

The BN3TH booth was back for one of the last Summer events at the Horseshoe Resort for the HV Bike Fest event in Ontario. During the snowy season, snowboarders tag us after grinding the BN3TH rail.

Fitness influencer and workout guru, Roy Benitez (1 million followers) shared a pizza recipe while wearing his favorite underwear. This post alone got over 20,000 likes!

There has been a huge rise in demand at our current retailers as their customers come back for more. As the brand continues to innovate, the new product offerings give an opportunity to grow our offering to new and existing accounts.


BN3TH is sweeping the continent with guys everywhere discovering Radically Better Underwear. In September, our teams opened up these new accounts:

  • Sports Experts
  • La Brise Du Sud
  • Roc & Ride
  • Balsam Promotions
  • Marty’s Mountain Cycle
  • The Sugar Stop
  • Cadence Cycling
  • Walker’s Clothing
  • Bauman & Co.
  • Cali Style
  • Northland

Welcome to the newest section of the BN3TH Newsletter – Useful Clicks, where we share a few topical resources, handy tools, and podcasts for your lunchbreaks.


  • When sites like Instagram start to misbehave, it’s easy to wonder if it’s down for everyone. That’s where Down for Everyone or Just Me comes in.
  • Need to dictate an email or document? can help with that. It even supports emojis.
  • If you have an image that’s too big to attach to an email, use Squoosh to easily resize or do simple edits.
  • If you bned a little help with your grammar, head to Grammarly. It works as a website for copy/pasting your document or as a Chrome and Microsoft Office plugin.


  • Monday M.A.S.S. Podcast – BN3TH are proud to sponsor Chris Coté and Todd Richards on “The World’s Greatest Action Sports Podcast
  • The 9 Club – Listen to TJ Rogers talk about his life before skating and his rise to fame.
  • Outside Magazine Podcast – ‘Adventures in Audio’, from ‘What the Mountains Teach Us About Patience’, to ‘Biking The Iditarod’
  • Reply All “A podcast about the internet that is actually an unfailingly original exploration of modern life and how to survive it.” – The Guardian
  • Wild Ideas Worth Living – Established adventure and business journalist Shelby Stranger interviews world-class explorers, health experts, athletes, performers and entrepreneurs about how they’ve taken their own wild ideas and made them a reality

If you have an idea for the newsletter, or a favorite ‘Useful Click’, email [email protected]

Every month we’re bigger and better, 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”.