549 Joel Primus: Co-Founder of Naked Revival

Starting Naked

Joel Primus recounts the unexpected journey that led to the creation of Naked. His entrepreneurial spark ignited during a transformative trip to Peru, where he discovered a unique blend of comfort and performance in underwear from a street vendor. This experience inspired him to merge technical fabrics with unparalleled comfort, leading to the birth of Naked.

Entrepreneurship for me was born both of necessity is the mother of invention, as well as sort of insecurity is the mother of motivation.

--- Joel Primus

Upon returning home, Joel's determination saw him quickly transition from idea to reality, sourcing materials from Vancouver and Italy, and even appearing on Dragon's Den, the Canadian equivalent of Shark Tank 1 2.

   

Growth Challenges

Navigating the growth of Naked presented Joel with significant challenges, especially as the company went public. The transition to a public company brought both opportunities and immense pressure, as he grappled with imposter syndrome and the complexities of scaling.

You realize as a CEO, you're in the business of raising money if you're running a public company.

--- Joel Primus

Despite these hurdles, being listed on Nasdaq provided strategic advantages, enabling mergers and expanding the brand's global reach 3 4.

   

Product Development

Product development for Naked was fraught with both setbacks and triumphs. Joel faced a critical moment when a large order revealed a defect, prompting a nationwide recall and a personal journey to mend relationships with retailers. His perseverance paid off, earning him a second chance from investors and partners.

If you're honest and if you are hard working as an entrepreneur, investors will always give you a second chance.

--- Joel Primus

This experience underscored the importance of innovation and intuition in entrepreneurship, as Joel learned to balance traditional business practices with his unique vision 5 6.