Christmas shoppers, tourists and panhandlers wandering the streets of downtown Vancouver now have something to gawk at. The just-launched line of Naked men’s underwear will be presenting live window animation (with a DJ) and window photo shoots at the clothing store Boys’ Co’s 1044 Robson St location on Saturday afternoons in December, from 2 – 6 p.m. That means abs of steel and form-fitting underwear that, Naked claims, is “like wearing nothing at all.”
Made with a “soft-to-the-touch Italian knit microfiber” (using distilled water from the Italian Alps, no less), the Naked collection (briefs, boxers, boxer briefs) is assembled right here in Vancouver. With a seamless design and no tags, they’re like something the astronauts might wear; Naked claims they’re like wearing nothing at all. (We’re wearing a pair right now and, well, we forgot we were wearing anything.)
Joel Primus and his idea for the Naked boxer brief originally appeared on the CBC show Dragons’ Den last year. Primus was unsuccessful at selling his idea, but soon after convinced aviation marketing analyst Ross Brown, Westjet co-founder Tim Morgan and spokesmodel/host of Style by Jury Bruce Turner to help him bring Naked to the masses – or at least, the masses who shop at Boys Co., Gotstyle and Holt Refrew.
Yes, they’re on Twitter: @NakedBoxerBrief.