About Naked Revival
Self care, routines, and rituals are as old as humans.
They are a way to cultivate the self, prepare for important events, and gather together in community.
They are a way to cultivate the self, prepare for important events, and gather together in community.
At Naked Revival, we recognize the overwhelming amount of noise and distractions in today’s world, finding products or routines that truly cater to your individual needs can be challenging. That's why we're dedicated to cutting through the noise and providing essential products that enhance your lifestyle and encourage you to unleash your potential.
Whether you're focused on physical, spiritual, or intellectual growth, our curated lifestyle-centric routines offer you a more streamlined approach to living a fulfilled, holistic lifestyle.
From lifestyle essentials to luxury apparel, as a part of our community, you'll have the opportunity to be among the first to experience our range of products and resources designed specifically for your lifestyle and thoughtfully selected to elevate your wellness journey.
The Naked Philosophy
Meet the Founder, Joel Primus
Joel's experimentation with wellness routines was driven by need.
Meet the Founder, Joel Primus
Joel's experimentation with wellness routines was driven by need.
As a formidable long-distance runner, he had a rigorous training regime that was complemented by resistance training, yoga, cold therapy and contrast showers, along with a focus on nutrition and supplementation. His resume includes winning championships, earning a scholarship, and representing Canada at the World Youth Games.
But after suffering a career ending injury, Joel went on a trip to Peru, where he discovered the incredible softness of pima cotton underwear and became inspired to make underwear so comfortable you can’t feel them when they are on.
From this point, Joel founded Naked Underwear, with the very first pair sewn by a friend on their dining room table.
Starting from a fateful appearance on Dragon’s Den, Naked Underwear quickly established itself as a real brand, with retail distribution at Holt Renfrew, Nordstrom, Hudson’s Bay, and Bloomingdales and even saw the underwear worn by many different celebrities and brand ambassadors.
Naked Underwear then completed a merger with Australian-based industry powerhouse, Bendon Lingerie, where Joel exited in 2018 and the production of Naked Underwear ceased.
Throughout this time he was named one of the inaugural BC Business Top 30 under 30 Entrepreneurs in 2014 and became an author, strategic advisor and award winning documentary filmmaker.
But after so many years of hard work, Naked always felt like unfinished business for Joel...
Today, Joel is starting again with Naked Revival.
From an improved underwear design, to an expanded wellness vision with a lifestyle-centric approach, Naked Revival's goal is to help people cut through the B.S. to elevate their lifestyle with curated routines.