SAXX Underwear is a Canadian men’s underwear brand founded in 2006 by Trent Kitsch in Vancouver, British Columbia. The brand’s founding story is one of the more memorable in performance menswear: Kitsch was playing volleyball on a beach in Papua New Guinea, reached up to spike the ball, and everything shifted in a way that made him determined to design underwear that solved the problem permanently. He returned home and spent two years developing the patented BallPark Pouch — a hammock-shaped internal pouch that holds everything in place without compression — launching SAXX in 2006. The pouch technology has since become the defining feature of the brand and the primary reason for its rapid growth.
Key Facts
- Founded: 2006
- Founder: Trent Kitsch
- Headquarters: Vancouver, British Columbia, Canada
- Key Innovation: BallPark Pouch — a patented internal hammock-shaped pouch
- Current Ownership: Acquired by Berkshire Partners in 2019
- Industry: Men’s Underwear, Loungewear, Activewear
History and Growth
Kitsch spent two years after his Papua New Guinea experience developing and patenting the BallPark Pouch construction and sourcing manufacturing partners. He started selling SAXX from the back of his car and through word of mouth before building the direct-to-consumer channel. The brand found particular traction with athletes, golfers, and men in active jobs who spent long hours on their feet. SAXX expanded its range from a single style to multiple fits and fabrics for different activities — performance fabrics for sport, softer weaves for lounging, and a range of seasonal styles. In 2019, private equity firm Berkshire Partners acquired SAXX, providing capital for accelerated growth. The brand is available in major North American retailers including Nordstrom and MEC, as well as through its own online store.
Products
SAXX produces boxer briefs, boxers, briefs, and trunks across multiple performance and lifestyle fabrics, all featuring the patented BallPark Pouch. The range includes styles for sport, everyday wear, and sleep. The brand has also expanded into loungewear, activewear, and swimwear. Mesh flat-seam side panels and anti-roll waistbands are additional proprietary construction features across the range.
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