The Luxury of Freedom
The luxury of freedom is to learn, experience, and practice self-mastery and care, your way.
Our product selections are designed and curated to enhance your day to day routines, wherever they may take you, saving you time and freeing you to live an elevated life.
Sign up for early access to Fall 2025 product releases
Who We Are
Routines are at the heart of our range of apparel, home and lifestyle essentials. We make and curate the products that enable you to optimize your routine.
Curious about how you can improve your routine? Subscribe to HABITUAL.
Want to learn more about Naked Revival? Read our latest news and watch REVIVE, the prelude to the documentary series about Joel Primus’ entrepreneurial journey.
Make sure to sign up for product updates - new product coming Fall 2025.
Where We're Made
The talented people in our network between Italy, Japan, and Canada select the finest materials, maintain the highest quality in production, and ensure fair treatment of workers.
Meet the Founder, Joel Primus
Joel's wellness routines were born out of elite long distance running, and the desire for holistic wellness.
Meet the Founder, Joel Primus
Joel's wellness routines were born out of elite long distance running, and the desire for holistic wellness.
As an elite youth long-distance runner Joel won championships, earned a NCAA DIV1 scholarship, and represented Canada at the World Youth Games.
His training regime was complemented by resistance training, yoga, cold therapy and contrast showers, along with a focus on nutrition and supplementation.
After suffering a career ending injury, on a trip to Peru, Joel discovered the incredible softness of Pima cotton. he was inspired to make underwear so comfortable you feel naked when they're on.
At 19 years old, Joel founded Naked Underwear. The first was pair sewn by a friend on their dining room table.
Joel's appearance on Dragon’s Den was one of the top rated episodes of all time, though none of Dragons invested. Naked Underwear quickly established itself as a recognizable brand with retail distribution at Holt Renfrew, Nordstrom, Hudson’s Bay, and Bloomingdales. The underwear worn by many different celebrities and brand ambassadors, and launched.
Naked Underwear then completed a merger with Australian-based industry powerhouse, Bendon Lingerie.
Joel was named one of the inaugural BC Business Top 30 under 30 Entrepreneurs in 2014. He became an author, strategic advisor and award winning documentary filmmaker.
After many years of hard work and Bendon discontinuing the coverted underwear, Joel decided it was time for a revival.
Naked Revival is the rebirth of Naked Underwear, built from Joel's vision of elevated self-care.
With improved underwear design and an expanded product offering with a lifestyle-centric approach, Naked Revival's goal is to help people elevate their lifestyle with curated routines.
Driven to promote healthy, holistic living. Driven to create.
Some people start running and never really stop. Our founder, Joel Primus, is one of those people. The drive to elevate his mind, body, and spirit is matched by his desire to produce documentaries, write books & blogs, podcasts and more.
Check out REVIVE, a documentary about Joel’s journey building Naked Revival.