Lessons from a Men’s Premium Underwear Leader
We saw them on Dragon’s Den (the Canadian version of Shark Tank) back in 2007. They didn’t get funded but, since then, SAXX has gone on to dominate the world of premium underwear for men. We speak with Michael Dalzell, VP of Brand.
Michael Dalzell began his career in the destination resort business – starting in resort operations, CRM and branding for Intrawest Resort Holdings. He then moved into marketing for various resorts spanning Quebec, British Columbia and California. Eventually, his passion of the outdoors and perspective on the resort industry meant a career shift for Dalzell. He began working for The North Face as part of the brand team, where he developed global retail marketing programs – both wholesale and direct-to-consumer – for 10 years.
In early 2019, Dalzell joined the SAXX team as its Vice President of Brand. Based in the brand’s Vancouver headquarters, Dalzell is responsible for driving the SAXX brand strategy globally. He ensures that SAXX has a streamlined brand story across all channels, which is directed at each individual consumer. Dalzell’s passion for the SAXX brand comes not only from his belief that the products are high-quality, but also the brand’s overall values and mission. He believes that SAXX is building a movement, not just a product or a brand, in which consumers (and humans, as a whole) can be a part of a broader, bigger social change. The intimate nature of the products allow for consumers to truly immerse themselves in the SAXX brand, while allowing them to relate to the social sphere of what it means to be a man in today’s world.
Dalzell is always outdoors. From skiing during the winter, to mountain biking during the summer, traveling year-round, and spending time with his two teenage daughters, Dalzell is the ultimate outdoorsman.