Lessons from a Men’s Premium Underwear Leader

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.


  • The huge shifts in men’s underwear since SAXX’s founding in 2006
  • The hardest part of selling a $30 pair of underwear (a lesson for any brand built around technical innovation)
  • How to take an idea from an unrelated industry (in this case, tech) and use it to drive new product development
  • Big opportunities in the men’s underwear business today
About Our Guest

Michael Dalzell

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.



Get an email whenever we discover a new opportunity or insight worth sharing.

By signing up, you agree to receive messages from us. We agree to keep your email safe and sound and will only use it to send you various news, insights and related consumer research you might find useful. If you don’t want it, just let us know or click the “Unsubscribe” button at the bottom of every message.
Scroll Up