SAXX Underwear is a men’s underwear company that designs underwear to prevent unwanted friction and chafing using patented internal mesh panels to create a comfort pouch that keeps everything in its place.
The main features of SAXX are the Articulated Front Pouch and Patented Internal Mesh Panels that combine to create underwear for how men are actually built. Each pair also features nine-panel construction, with flatlock stitching to reduce bulk and chafing, and a Moisture Wicking Waistband.
SAXX Underwear were invented in 2006 by Trent Kitsch, an athlete and an MBA student at the Richard Ivey School of Business at UWO. During a break, Kitsch went on a fishing trip with his dad where he spent three days in an ocean suit. By the third day Kitsch noticed discomfort due to intense chafing and he began to envision a new design in men’s underwear that would prevent contact and be more comfortable. With the help of a fashion designer and input from professional athletes, Kitsch was able to develop his ultimate idea of the invention, SAXX. Since the first production run of 200 pairs, SAXX is now sold across Canada and the United States both online and through retailers. They are now licensed internationally and distributed by No Limits distribution.
Historically, SAXX has spent little on marketing. They gained national exposure and coverage on the CBC television show Dragons' Den. That season, Kitsch and SAXX generated the most votes for the best product that didn’t get a deal and won $50,000. Saxx placed ads on two billboards in British Columbia.
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