With a visionary founder and two industry veterans at the helm, Naked Revival is redefining modern masculinity and carving out a new category at the intersection of product, wellness, and culture.
The modern era has witnessed the dominance of fast fashion and the commercialization of wellness. Naked Revival catalyzes a paradigm shift, reimagining not only how men dress but how they live. Founded by Joel Primus, the brand is both a return to essential values and an evolution into something entirely new. Once known for introducing high-performance, high-quality men’s underwear to the mainstream, Primus has reignited his vision, this time with greater purpose. Naked Revival has emerged as a lifestyle ecosystem built for the modern man.
The brand achieved a key milestone by signing a Letter of Intent with HAW Capital 2 Corp. The agreement will result in Naked Revival becoming the primary business of the combined company, a move that brings the brand one step closer to its intended public listing. Moreover, the brand secured $607,500 in bridge financing capital that will fuel initial product runs and wellness product development. Just as meaningful as this momentum is the arrival of two industry trailblazers whose decisions to join Naked Revival speak volumes about where the industry is heading, and why this brand may be at the center of that shift.
Rob Blair and Brad McCann’s involvement reflects a broader movement in men’s lifestyle and wellness. For Blair, now Director, Naked Revival represents a brand that aligns both with where men are headed and with the type of category-defining work he’s built his career on. McCann, serving as Chief Product Officer, sees in Naked Revival a platform where product integrity and disciplined growth can go hand in hand. Together, their presence demonstrates that Naked Revival isn’t just participating in a shift. It’s helping to lead it.
Blair’s career has spanned nearly two decades across some of the industry’s most iconic brands, including Nike and Lululemon. He has consistently demonstrated an ability to help companies enter new territories and thrive. For instance, he played a pivotal role in helping establish a men’s division, translating a female-focused brand into a major player in men’s apparel. Blair’s strength lies in knowing how to connect brand and product to emerging consumer needs. This intuitive ability has become his hallmark.
“What excites me about Naked Revival is that it’s not just building another product line. It’s creating a space where design, performance, and meaning converge through a connective energy that is made all consumer-friendly with the technology landscape,” Blair says. “That’s rare. And it’s something men are ready for.”
While Blair brings a sharp instinct for translating consumer shifts into new categories, McCann adds the operational backbone to ensure those visions come to life precisely. For over two decades, he has built a reputation for excellence in product execution and integrity. His work has shaped globally recognized brands and high-performance product lines across retailers and corporations, such as Canadian Tire, Under Armour, and Timberland.
Now, as Naked Revival’s CPO, McCann oversees the entire product creation lifecycle, from design and development to sourcing, supply chain, and operations. He can sell his product internationally, including Australia, expanding the brand’s reach beyond North America. He’s a vital force behind the scenes, ensuring quality, durability, and purpose at scale. “My entire career has been about connecting the dots between product, brand, and purpose,” he says. “Naked Revival is one of those rare platforms where all three align and where we have the chance to build something with lasting cultural and emotional value.”
It’s not a coincidence that guided Blair and McCann to Naked Revival. Their paths to the brand trace to different moments, but all roads led through one common thread: trust in Primus’ vision. Blair’s story with Primus began through Vancouver’s apparel scene. Their first conversation was about quality. “There’s no truly good underwear left in the world,” Blair told Primus. “Let’s do something about that.” That carried weight because for both men, “good” meant something different. It meant detail, craftsmanship, and integrity.
McCann’s connection with Primus dates back more than a decade, when the two collaborated on the original Naked brand. Together, they launched an odor-resistant underwear line using silver thread technology.
But what’s the trend that binds these three trailblazers? Interestingly, they all share a reverence for Japanese craftsmanship, a principle that has long guided Naked Revival’s ethos. This philosophy shows up in every detail, from the brand’s slow-design approach to its insistence on quality.
Primus shares, “We made $50 underwear when everyone else was selling three-packs for $20. We weren’t trying to be expensive. We were trying to be excellent.” His time in Japan, including an appearance on the hit entrepreneurial show Reiwa no Tora, instilled in him a reverence for precision and purpose, something he now shares with his leadership team.
Today, the trio is shaping a future that bridges product innovation with soulful living. Blair is helping extend Naked Revival into new categories. McCann is building the product and operational systems to support growth without compromising quality. And Primus, the visionary founder, is ensuring that everything, from the fabric to the philosophy, remains true to the mission.
Naked Revival begins again with what started it all: underwear. However, the brand’s future is far more expansive. Next comes functional skincare, an evolution of care from the inside out. Beyond products, Naked Revival aims to serve as a cultural hub for modern masculinity, inviting men into deeper conversations around emotional intelligence, spiritual grounding, and intentional living.
The brand’s timing couldn’t be more strategic. The global men’s wellness market, valued at $1.27 trillion in 2023, is projected to double by 2029. But this is not about chasing market trends. Naked Revival exists for men who are no longer afraid to care for their health, relationships, purpose, and presence in the world.
Through the insight of Rob Blair, the precision of Brad McCann, and the vision of Joel Primus, the next chapter of Naked Revival is being written with purpose. “Our job isn’t just to sell products,” says Primus. “It’s to make men feel seen in their evolution and to give them tools to keep going.”
Switzer staff were not involved in production of this article
