Montreal Marketeers Episode 18 – Dez Price on Innovation, Branding, and the Future of Men’s Underwear

On Episode 18 of the Montreal Marketeers Podcast, we talk underwear with Dez Price, a passionate entrepreneur, snowboarder, and skateboarder whose career has always revolved around the sports and lifestyle industry.

In 2010, Dez co‑founded the apparel brand MyPakage, which aimed to redefine men’s underwear by bringing premium design and innovation to a category that had seen little change since the mid‑90s. His vision stemmed from a keen observation: men were becoming increasingly attentive to what they wore beneath their clothes — and the market wasn’t keeping up.

Recognizing this gap, Dez and his team introduced groundbreaking comfort and technology, quickly setting MyPakage apart as a leader in men’s performance underwear. In February 2018, the company rebranded as BN3TH Apparel, a move that has since propelled the brand into new markets and expanded its global reach. The rebranding reflects not only product evolution but also Dez’s commitment to building a brand identity rooted in innovation, sustainability, and authenticity.

In our conversation, Dez opens up about the challenges and triumphs of building a lifestyle brand from scratch, leveraging social media to tell authentic stories, and staying grounded in personal passions while scaling a business for long-term success.

Show Highlights and Topics

Duration: 60 minutes

• Identifying opportunities in underserved markets

• Differentiating through superior product quality

• Building a brand around a well-defined target audience

• Using social media to express and reinforce identity

• Leveraging product sampling for market penetration

• Collaborating to grow brand exposure

• Turning passion into a sustainable business

• Building for long-term growth

• Using industry connections to accelerate progress

• Hiring the right team and distributors

• Rebranding as a tool to enable expansion

Release date:

2 February 2018