BN3TH - What Happens When Comfort Meets Performance

Ramon Vela (00:00)
Welcome back everyone. Today is going to be a great show. I have with me Dez Price, who is the co-founder and CEO of Beneath. Welcome to the show.

Dez Price (00:21)
Thanks for having me.

Ramon Vela (00:22)
Well, I appreciate you making time. I know you're busy. You said you have ⁓ some employee activities and people in the office and all of that. So I appreciate making a little time for me. We won't be long so you can go back and join them and finish off your meeting. So thank you so much for making time.

Dez Price (00:38)
Well, thank you again for having me. Very excited.

Ramon Vela (00:41)
Well, so I like to start these conversations off with my signature question, which is about gratitude. Gratitude has played a big part of my life. I had to shut down a business back in 2008. It hit really hard with the Great Recession at that time. And it took its toll on me emotionally, physically, financially, mentally. I was a wreck. And gratitude is one of those things that really helped me through that dark moment.

And so I love to promote it. It's great for people. If you have anxiety or stress and it just kind of puts things in context, really powerful and it's free. And I highly recommend it, whether you meditate, journal, pray, whatever, it's really powerful. The other reason why I like to talk about it is that one, I think it's a great reason or a great way to start off a conversation about the journey that you've been on starting this company. But I also want people to know.

that there are real people behind these brands that we feature on this show. So many times people can see a brand online or in the retail shelf and just simply think it's just some faceless corporation. They don't realize there are people behind it who bleed, sweat and tear over the product. And it's a tough journey. So I really want people to know there's real people behind these brands. So keep that in mind whenever you see their products on the show or online. So with that said, does...

If you don't mind, share a moment or a memory when someone did something for you that just made you feel grateful because it meant that they believed in you, your vision, or your potential.

Dez Price (02:09)
Yeah, I mean that question is a very loaded one and I couldn't agree with you more on you know practicing it again thankfulness comes from you know giving and receiving is also there and I think the biggest thing that kind of pops into my mind throughout this journey is a lot of times with business we're always about the product we're about the revenue but it's about the people and you said it multiple times already since we just like just started

The ups and downs, the where you're excited and then the ones where you're like, oh man, are we going to make it and stuff? But the people that keep showing up, it's like the people that you put in the seats that work with you, your business partners. So I think the fact that I'm still sitting here, continuing to have a smile on my face, I think I'm surprised and just so grateful for all the people that are within my life externally.

and outwardly that continue to just continue to promote and push me and lift me up because it's the times when you're down. The surprise isn't maybe as quite as like a birthday surprise or anything like that, but the surprise is like something that will probably hit you a few days later and you'll look back on it and be like, how many times did I just almost give up because it wasn't something maybe you verbally spoke out, but the inside your mind playing tricks and doing all those things to tell you like time to go get.

Ramon Vela (03:30)
You

Dez Price (03:30)
get another

job, the surprise comes after that and just to, you know, to really like hold on to that and really think about it. You realize like how big of a moment and how big of an impact the people around you have and to be able to ask for help and to be able to accept the help and the surprise of like 15 years later continuing through this journey.

and even yesterday with everybody in the office and doing things and just seeing how excited everybody is but then them coming up and just saying like, man, you're doing a good job or man, you're a good leader or this and that and just little things like that that you don't really ask for but come out is just, I think the most rewarding and most like inspiring to continue to keep doing what I'm doing because there's definitely moments where you're like, as you know, you're like,

Ramon Vela (04:20)
Thank you.

Dez Price (04:25)
Man, I could really just change the focus and just be all about money and all about this just so it's successful, but realistically it's all about the people. And I feel like the more you continue to treat the people around you the way that you would like to be treated, that is really the definition of success because if you could make everybody around you successful, there's really no way you can't become successful.

Ramon Vela (04:46)
Yeah. Well, I agree with you. And, and it really is the people, know, so many times we focus only on the founder or the entrepreneur, but they're not an island, right? There's so many people. mean, just, I mean, everyone from like your bank person to your tax person, to your employees, to your partner, to your vendor. Yeah.

Dez Price (05:04)
vendors, like everybody overseas, everybody

that's like, you they don't somebody they could just not care, right? But, you know, what they do, they would like they meet you, you how you build a bond, you build a friendship or know, business, business, friends and friends. at end of the day, it's like, you try to build that, I guess, like camaraderie, but like a relationship that you want to work and they see that you want to help them too. And when you need when you're able to be able to share that back and forth to help each other.

It really helps build a business.

Ramon Vela (05:34)
Yeah.

And you know, the thing about treating people correctly and it really comes back to you. Like, and this is actually, it's, it's, don't know. I don't want to say it's a business strategy, but it's a person's people strategy. When you treat people well, there are going to be times when things are not going well. Right. And you, people would be amazed at if you've built a really good relationship with somebody.

and things are not going well with the business, you you're hitting a slump or whatever in those moments, you can talk to them and say, hey, look, this is what's happening. Can we work something out? Can we, can you work with us? And a lot of times people are like more than happy to do it. It's because you've built that relationship. You know, you've, you've put in all, you've banked all that goodwill in there so that when you need help sometimes they're there. And so I know when building a business, I've had those moments so many times where it's,

I'm just, it makes my heart feel good. I'm not doing it for, you know, just for a business standpoint, but it just feels good when people kind of come back and say, you know what, don't worry, we got you. You know, I love that.

Dez Price (06:44)
I think that's, mean in this world in business it's like you just kind of think it's like an exchange of money for goods or exchange of a service for, it's not. It's, you you're trying to build, you're trying to build stuff with cool people, right? And everybody has their seat or their vendor or however it is that kind of continues to help you build the product.

But you want to be, you I would say you always want to be able to sit down and have a beer with them, have dinner with them. You know, it's not just the transaction. There's more to that to get to know people, to understand what they are, what they love, what they don't love. And, you know, a lot of times you can extend a lot further than just your business because you will find that you have other things in common. And then obviously it can like trickle down into a different experience or.

Ramon Vela (07:14)
Yeah.

Yeah.

Dez Price (07:31)
something new that you didn't know you could even do. So I agree with you more than anything that ⁓ it's about the people. And again, a lot of times, especially like, I'm guessing in your age demographic, my demographic, we were really kind of brought up to tell, no, like don't tell anybody, you're the man, you can do it, just put it inside. And then, you know, lot of that mental health stuff is coming forward.

Ramon Vela (07:49)
Thank

Dez Price (07:53)
with a lot of people in my age lately and stuff. And so being able to be able to share and be able to, again, just, it's not like complain, but like try to strategize through the problem with the people that can help you and not be so scared to like, I can't say anything, because then they might think that we're not gonna pay our bill or do this. And it's like, hey, we can pay it, but we just can't, know, a lot of times they're dates and gates, right? So you got a date and you're like, I can't hit the date, but I could hit.

Ramon Vela (07:57)
Mm-hmm.

Hmm.

Yeah.

Dez Price (08:21)
couple dates within the same gate and we could make it happen. And again, it's so weird how you get so nervous about it, you think, but again, if you have that relationship where it's just a service, paid service back and forth, then you don't have that like open window to kind of have that conversation with people. And like you said, most of the time it goes fine and you'll work through it, right? So.

Ramon Vela (08:22)
Thank you.

Yeah. Yeah.

yeah. Yeah. And I want to get into your business right now, but I just have to comment on something you said because, in 2008, when my business was, was, ⁓ was falling apart at the time. my biggest mistake was doing what you just said, which was I was brought up to like, this is my problem. I got to handle it. I got to do it. And that was the

probably my biggest mistake is that I chose not to share or tell people what was going on. But part of it was my ego, right? Like I was like, I was up here doing really well and all of sudden I'm down here. I didn't want to tell people. And I made that mistake until I was kind of like forced to make, you know, tell people. But that was my worst. So if anyone's out there and you're going through a difficult time, share, you know, like find someone you can trust that you can talk to, share with them what you're going through.

Hopefully it's somebody maybe can give you some unbiased advice and then talk to your partners before you have to, right? Before you have to talk to them because things can spiral and you don't want that to happen. And so you want to fix and work on the problem. And the biggest thing is you have to be able to be open and talk about that particular problem. So you just reminded me of like, I just got a flashback.

Dez Price (09:57)
Yeah, transparent. I mean, it wasn't like

that for the very beginning either. Like you got to build on those, you know, that that's what you build on. I mean, that's a lot of times where you can get.

I found that just I'm kind of one of those people that just I'm a very social person. So I do enjoy like getting to know people and understanding. like, you know, I was usually going around China by myself, like language barrier, but just meeting factories. And a lot of times I could tell you that our factories could have cut loose like many times going, come on, Des, like this is the growth that you promised. This is the business. The landscape is crazy. But, you know.

Mostly because it's like it's the per it's the people it's like come on We're buddies and we're friends in there like yeah, we want to do this together and Mike perfect. Well, that's where it is right so and then you know the sharing part is You got to share the ups too, right? But the trouble is we're so good at sharing the ups like we're killing it. We're good It's all awesome But then the trouble is once it gets you feel like maybe because you've said too much about how good it is that when it's bad I mean come on every like

Ramon Vela (10:39)
Yeah.

Mm-hmm.

Dez Price (11:00)
Life is just a big set of counterbalances. It's going to be good one time and it's going to go down other times and stuff. But the more you can share, the more you don't know that somebody potentially right beside you could be a part of the solution to fix it.

Ramon Vela (11:13)
Yeah, I agree. agree. And we can talk about that for like the entire time. mean, because it's not like you've been through it. I've been through it. So let's talk about the business. So one of you, if you don't mind, give us like a hundred foot overview of the brand and what you provide. And then then we'll talk about how this whole thing got started.

Dez Price (11:19)
Sorry.

⁓ Okay, so the main thing, they're all built around the technology. It's a patented pouch technology. In our world, there's definitely some competitors. A lot of them have panels that separate your legs and let's call it your private parts, your boys, et cetera, et cetera. Kind of for women, I always say, think about like a sports bra. We're kind of the people that kind of lift and support, or lift, sorry, support and separate. So it keeps everything away. Obviously, it's a very hot.

Ramon Vela (11:49)
Mm-hmm.

Mm-hmm.

Dez Price (12:02)
part of your body, especially when you're doing sports, even just everyday depending on what kind of pants, shorts, what type of materials you're wearing on the outside. So, kept everything kind of in its own pouch. Again, it's all built around that and then it's multiple different styles of underwear from your durable everyday pair all the way through luxury everyday to mid-sport to high-end sport.

And then obviously we kind of started thinking about all these other products that were waist down that could potentially have the technology as well. So we got into bike liners. So mountain biking, road biking, trail biking. We got into hockey. So hockey jocks with the, you know, basically a short and a, or a base layer product that you wear. It's like a hockey, a hockey jock, basically a pant and a short. And then just recently,

Ramon Vela (12:37)
Mm-hmm.

Thank

Dez Price (12:57)
really expanded into swim and to everyday, all day shorts that usually have a, that we put liners in. It's becoming kind of a trend at the moment that we're becoming very successful at. So usually anything that's waist down that needs, that could potentially have a liner in it that can make your day more comfortable. Again, something that you kind of would wash together, maybe not wear underwear with, but it kind of makes it so that the underwear is in there. And again, it just makes it.

way more comfortable when everything is in one place. You're just not like shifting or adjusting. There's no shaping. It kind of almost makes you feel like you're wearing nothing at all. And then obviously from that we've expanded into socks because socks and underwear go very well. using a lot of the, you know, sustainable materials and then obviously, and now expanding a little bit further into more of a lounge pant and to like t-shirts and Henleys kind of.

Ramon Vela (13:30)
you

Mm-hmm.

Dez Price (13:52)
stuff that you would wear on your upper body to just kind of complement what we've designed down below.

Ramon Vela (13:58)
So, but let me ask you, so when or how did you get started and why, and what were you doing like right during that moment? Like were you an entrepreneur? Were you working somewhere? And then what was it, what was the idea? Why was it so important for you to implement this? And I have to just also preface this with, this is a tough business that you're in because from, you know, these men, this is men's underwork, right?

Men's underwear is a very competitive market, right? And so men don't have, what was that? Yeah, very saturated. And you know, the thing is that men don't shop for a lot of stuff traditionally, maybe they do now, but traditionally men don't shop for everything, but they do shop for underwear and stuff like that. And so I know from my own experience, you know, buying Costco,

Dez Price (14:33)
Very saturated.

Ramon Vela (14:54)
Target whatever just buying the pack, you know, it's like we don't care It's like, know this and that now well that said I do care because I've tried some really good underwear and I know how what the difference is a cheap cheap parent, but you know What were you what was in your mind as you were building this and and why did you think you can make a difference?

Dez Price (15:13)
Well, originally it was like 2009 right at the end of 2009 I used to be the director of marketing for Canadian action sports clothing hard goods distributor So for people that want a little bit more in depth than that. It's kind of the you know snowboards ⁓ outerwear Boots all the way to like sandals and stuff from beach like some surf brands And I just left that and my business partner Dustin

which was also one of my best friends and he owned a snowboard ski, snowboard shop in Kelowna that I used to work at when I was a kid. We happened to just be sitting around his table and we're like, all right, well, we're both jobless. What do we do? And you know, we need to afford helicopter gas because we want to go snowboarding more and we want to be, you know, we want to go, we want to, we want to go in the helicopter. ⁓ But so that kind of spurred like, what would we do? What was out there?

Ramon Vela (15:47)
Mm-hmm.

Yeah.

Dez Price (16:06)
⁓ Obviously at that time again, there was just a lot of new things coming to the market, especially within the action sports space. And at that time, action sports brands were getting really big within some of the big retailers as well. So action sports was going mainstream, we can call it probably. That's the most easy way to describe it with like the Northern Nordstroms and the bigger box stores starting to buy into that trend.

And we were just kind of looking around and it's just like, again, we have so many friends in the industry and stuff and I'm like, they're doing hats and they're doing backpacks and they're doing this and like, what are you gonna, what are we gonna do? And kind of comes down to the fact that like underwear and socks was kind of there. This is actually like right around the same time, believe Stance, but we didn't even really had heard about it at that point. But I was like, man, underwear hasn't been cool since like Marky Mark. Like, do we just take on the, like, like the biggest...

Ramon Vela (16:46)
Mm-hmm.

Dez Price (16:54)
Marketing slash try and try to make something cool again because even with underwear that's out there I mean, it's really even the best of the best I mean a lot of them are made by agencies and stuff and they're because of the bigger brand themselves that makes them very popular not necessarily the feel and the fit of the underwear so we kind of just set out to To try to make underwear cool again But like also by doing that making it the most comfortable garment that men would ever be able to put to to wear

By changing it and we had an old pair of Calvin Klein's and we took some fabric and cut it up and gave it to his mom and she sewed it and I tried Working on factories etc, which is a longer story and we finally kind of got there But yeah, it was really kind of started around the fact that even with the people the brands that were out there already the separation is one thing but where we came from our sports of like, you know spinning and jumping and flipping and doing other things that like, you know biking especially with sitting down standing up, I mean

Separation only does so much, it doesn't help from like sliding over in your seat on your motorcycle or on your mountain bike or road bike. So we tried to set out something to try to design something that would also support and keep everything kind of in its own zone so that like while you were doing all these things, you were more comfortable. And really that's kind of where it all began of that. And then I was helping a friend of mine.

with his snowboard camp with the Canadian Olympic snowboard team and some other kids. And I got some samples. We were in Colorado. We gave it out to some of the biggest names in snowboarding and everybody was like, whoa, that's insane. I think it was right around, I remember it being Thanksgiving of like 2009, I think, when I gave out the first samples to people outside of just our friend group to other people. And everybody was like, Des, this is

Ramon Vela (18:41)
Mm-hmm.

Dez Price (18:44)
crazy and how comfortable it is. So I kind of knew we kind of had something and then kind of got through the 2010 Olympics here in Vancouver and then pretty much began the brand in 2010, in about June of 2010.

Ramon Vela (18:58)
Yeah, and you know, like I said underwear is one of those things where you know people think You know people think that you know any underwear is Fine, right? Like and you know, like it's just underwear or whatever. But you know underwear in many ways a lot of what we're exposed to is what is is what I I kind of almost liken it to like ⁓ Fast fashion like the underwear is bad. Like it doesn't last very long, you know

It starts to tear. you know what mean? It shapes, right? Especially if you're like into something active, like running. Like I can tell you, like I remember those days where I had bad pair of underwear and like it would shave and so forth. ⁓ And yeah, and it's just terrible. mean, and when you put on a really good...

Dez Price (19:43)
Ride up.

Ramon Vela (19:48)
a pair of underwear, it does feel like night and day. It feels like it's something like, wow, okay, like this is what I guess what it's supposed to feel like. And so you, and so, you know, once people try it, then I think that's when the magic happens. And how did you guys in the early days, it sounds like a lot of it was word of mouth, but how did you, as the brand started growing, how did you guys build that awareness? You know, how did you get people to

to understand like, know what, is not underwear. all underwear is not created equal and this is why.

Dez Price (20:21)
Again, yeah, so that's actually a very good question because there was some other brands at that point and again, it was just fairly new and everybody was trying to fight for that space to be new and be the one that came up with the idea and obviously, you know, our patented technology and lots of people trying to jump on the scene. But again, so with that, I mean, I have friends that like, I'm not gonna try that, it like gimmick.

Ramon Vela (20:46)
You

Dez Price (20:47)
Oh my god, like what are you talking about? again, it was just kind of one of those things where we're either like you go buy the billboard, you go buy the ads, you go do the thing and you have all this crazy technology talk and everything and I'm like, that's not right now. It's just we had to just hand pairs out. It was like every sample. The nice thing with underwear is not like a t-shirt where get one, you wear it for like a couple days or wash it and wear it again. mean, underwear is really one of those things where you need to wear a new pair every day.

for hygienic reasons, but so again, it was like one of things when you just hand it out, somebody would be like, okay, I get it. Again, it was starting a conversation. That was really the thing. It wasn't even about brand awareness at that point. It was really just about getting people to talk about it. I remember we did an event in Whistler. We gave some pears out. We gave white pears out because it would be like, they would get dirty and then they'd have to go buy something faster.

Ramon Vela (21:34)
Mm-hmm.

Dez Price (21:36)
I knew kind of at that point that like the conversation was kind of starting and then you'd hear from friends and be like, man, Thanksgiving dinner was crazy. Like Uncle Bob just couldn't stop talking about it. And then we had to go get pears and then that would it led into Christmas gifts. so, you know, Christmas is always a busy time. And then we would find that January would actually be a very successful month because everybody got one pear for Christmas and they're stocking like best gift ever type thing. And then obviously, you know,

into January, everybody was coming back to buy like, you like you had to change out your drawer. And that was really kind of the goal is that everybody had X amount. Like you said, the two packs, three packs, these ones that fell apart. But again, also now underwear that has been built like a two dimensional piece, because it's a front and back panel. Here's a brand that's come out with a pouch technology. It's moved all the seams away from anything that's, you know, uncomfortable, makes it feel like you're wearing nothing at all. Doesn't shrink, doesn't ride up, shape free.

good waistband and it basically makes you feel like you're wearing nothing at all because again a lot of us come from a world where we just didn't wear underwear when we were growing up. There was a certain age when we got a teaser like what is this like why fabric between a pant and your body when it's not really doing anything everything's hanging and uncomfortable and hot and everything else so it kind of was one of those things word of mouth and then obviously just trying to use the network to get to the bigger and more

Ramon Vela (22:50)
it

Dez Price (23:00)
profile people, Instagram and everything kind of started around 2011, 12 I believe and it was kind of like, okay, now we can post ourselves and do things that like obviously everybody does now very easily. But before that, that would started, I mean, we couldn't even sell online when we started. So it was just handing pairs out, right?

Ramon Vela (23:15)
.

Yeah, I mean, and let me just mention the website name so that people know where to go. If you want to take a look at what ⁓ Des has just been talking about, you can go to, it's beneath.com. Now it's spelled a little interesting. It's B-N the number three TH.com. So beneath.com, but it's spelled B, the letter B, the number three TH.com. So.

take a look at what we've been talking about and you can see exactly what he's talking about in terms of the way it's designed and all the different aspects to it. And it feels like to me that, you, one of the ways that you guys have, you know, kind of differentiated yourself, not only just with the technology, but you you have, and this is actually, cause I have covered some other underwear brands before, but you've taken it through,

this action sports type of arena where you mentioned hockey and biking and swimming and so forth. And though I like that aspect of it because those people have to really be cognizant about what they're wearing because it causes performance issues. know, like, you know, I've run, I remember doing a 5k and I didn't even think about the underwear I was wearing at the time. And then I just, put something on and then I thought, wait a minute, you know, as I'm running, I'm beginning to feel some pain.

and the chafing and so forth. And it really matters what you're wearing. So I kind of like the idea that you guys have put some emphasis on that area because those are the people that really care about, you for me, like I would imagine that's a little bit easier sell when you're talking to those people because they realize what can happen if you're not wearing a good pair. I think it's the everyday Joe that you have to let them know and.

And those folks, I said earlier, it's like, once you get them in a pair of, I feel like they can just, they'll see how it's like night and day kind of deal. So that's more of an observation than a question, but since you started going, what have been some of the challenges? Like right now there's tariffs, I think you're in Canada, right? So there's tariffs here in the United States and there's all sorts of supply chain changes all over the place and everything else. What have been some of your biggest challenges?

in growing the business.

Dez Price (25:32)
Well, the biggest one is you can't see it. So like you said, like the people that run and, you know, do all the sports and everything and they got their shirts and their shoes and pants and shorts or whatever, whatever they're wearing. There's a brand name or somebody that there's an opportunity to be able to see that. I mean, unless you have your shirt off, you're really not going to see what somebody's wearing underneath. So it really has to come through an experiential, like an experiential testimonial or something that people were just like.

Ramon Vela (25:34)
.

Mm-hmm.

Dez Price (26:00)
Yes, like I can feel myself why being more comfortable and not having ride up and not shaping and all these things that really nobody even thinks about when they see the image of the person running. They just think they're right, you know, but how sore are they? How uncomfortable are they wearing somebody else? And so it's kind like a reverse thing where you have to, know, the challenge has always been like, you know, the biggest people in the world have worn it. But again, then it's paid and you got to pay to play basically. So

Ramon Vela (26:14)
Yeah.

Hmm.

Dez Price (26:28)
That was definitely been the biggest thing for a brand awareness as far as like trying to get it on like marketing seems to change and customer behavior seems to change so fast so quickly these days that trying to figure out a way to you know have people connect with the actual experience of wearing the garment and again really comes back to just putting it on and wearing it and giving it a try. You know the success rate are

testimonial rate, everything is so high compared to a lot of the other brands because once you do try it, will make, it will feel, but it's like we solved a problem for people that didn't really realize they even had a problem. And like, again, it's just one of those things where it's not like a lot of times when you're an entrepreneur, you're looking around and you go, ⁓ well, if I could just do this and do that and make that quicker than I got something and it would make sense. Right.

Ramon Vela (27:07)
Mm-hmm.

Mm-hmm.

Dez Price (27:19)
We're kind of going around more we've solved something for a field that was like a shifting and adjusting But most people don't even know they were doing it unless their aunt yelled at them and said hey stop doing that so those are the biggest things as far as like the landscape of like the like, you know, obviously the political and obviously Financials like what's going on? Yeah, I mean every year I mean COVID was

Ramon Vela (27:29)
Mm-hmm.

Dez Price (27:46)
Insane as well where stores were closing and then you had to go online and then obviously the ripple effect of that and then over inventory from people people going on sale You know, even if your inventory is good You kind of got to play next to what your competitors doing and if they're over and you know a lot of times people will always going to go and You know go to the sale item. They've a lot of people would be like well I like these guys and these guys and these guys whatever well these guys are the cheapest right now so I'm gonna buy them right like that's really

The loyalty between brands is definitely slipping amongst, feel like everywhere at the moment. But we do have some amazing fans of the brand, very loyal to the brand, which continue to be an amazing voice and get it out there. Tariffs, obviously we are both Canada, US entity. We have warehouses in both. So obviously stuff to Canada. We don't have anything, everything's still the same.

Ramon Vela (28:36)
Mm-hmm.

Dez Price (28:43)
into the US, yeah, we have to be a little bit more, we've had to diversify some manufacturing, which, I mean, don't, a lot of times, try to find the positivity in it. I think a lot of brands need to do it anyway, really having all your eggs in one basket or one country and stuff, never know when something else could happen. It doesn't need a tear, could have a natural disaster, it could have anything. Obviously, for manufacturing in the US, obviously, underwear cannot go to the price of $60 plus.

Ramon Vela (28:51)
Mm-hmm.

Yeah.

Dez Price (29:11)
⁓ But we're finding solutions and again it goes back to what we beginning to talk about at the beginning of the show is that like we have really good partners. We have an amazing partnership with our vendors and we're trying to work with them and work through it together because as it happens the customer always feels the brunt of it if they're going to go all the way through with the tariff and you

brand doesn't take it and the factory doesn't share any of it or anything like that. It's like the customer is going to have to pay for it, but then you might not get the sale. So main thing is, like underwear has to kind of fall within these kind of price points from like all the data and everything that you can read. But then through the other channels, we just have had to try to figure out other ways to shave a little bit here and there and try to work with our partners to try to make sure that we can continue to make the most valuable, you know, most, the best garment.

for the same price that we've always been doing.

Ramon Vela (30:05)
Wow, that's pretty, that's pretty great. And people really need to, when you say things like that, people really need to understand that that's a tough, that's a tough thing to do. And that, you you're doing it obviously because you want to stay competitive, but you also want to, you know, not burden the customer so much, but that's a tough thing to do in your business because, you know, a lot of companies are passing along, you know, the, the, you know, whatever extra charges or fees and things like that, that they have. And,

And for you to be able to kind of, you know, contain it is really from a business perspective pretty hard. So kudos to you for doing that. And while we're on that subject, I do want to learn more about the underwear and the business. But what have, you know, as we're talking about the margins and things like that and pricing, what have been some of your biggest lessons? you know, like if someone's

came to you and said, you know, hey, Des, maybe they're, I don't know how old you were when you started the business, but let's say they're younger, 32, and they're thinking, you know what, I really want to go on my own. I really have this cool idea and so forth. Like, what would you share with them some of the lessons you've learned?

Dez Price (31:06)
32. 32.

I said just be ready to get up every day and just have to keep going. mean, there's the days that you don't want to go where the hardest and the days that are good, they're fun, but they're very short in between between something else that happens.

The biggest thing is, I mean it's a good question and it's gonna be funny because it's not gonna be about the product, it's not gonna be about anything, it's going to be the one thing that I wish I had done earlier or wish I could pass along to the next thing that I do or a younger version of myself was to invest in the best people earlier.

is to realize that I didn't have to do it all, realize that, yes, I was very passionate about it, but there's people that are really, really good at what they do, and kind of being the person that's not good at anything, master of everything, was, you know, something that I could potentially do from the finance to the marketing to was going on the road and doing all the sales and then heading over to Asia to do all the factories. I mean, again, it's a

⁓ There's people out there you can put the best people and having their expertise. I believe this company could have obviously got more successful faster probably with like a burn rate of money probably a burn like just making everything a little bit more tidied up. Again, you can only do what you can afford and I understand that but again, it's like building people that really are feel like they have they have a passion for it and then want to grow themselves within that company as well.

That was definitely one thing that I would say that I wish I would have realized earlier thinking that like, we can't afford them, but we can, I'm going to do it. And like how much money were we spending on, I'm going and I'm learning. So again, I got, I'm very grateful for the schooling I try to take as a lot of people went to university. I'm like, well, I got an international class in trade and manufacturing and selling like out of school. it's kind of like.

Ramon Vela (33:14)
You

Dez Price (33:16)
But yeah, definitely just the more I could realize that like you don't have to do it all and there's people there. Again, it's like, you know, if you have to do equity or you have to do something where you can bring them in to help with it, it's the whole thing. Why own 100 % of nothing when you could own like 5 % of like billion bucks, right?

Ramon Vela (33:34)
Well,

and to that point, like what you just said. And to that point, I have a question that drilled down a little bit is because I've talked to others who are like in the textile business and in other businesses, and they've told me horror stories about like, I remember one was telling me about forecasting. They really screwed up forecasting and that screw up nearly cost them the business because they

over forecasted and all this other stuff. And so he was telling me that for him, if he can do it over again, he would hire a CFO or someone, someone to help, you know, with that earlier than not, because the numbers are just so huge, are so important in the margins and everything else and putting like some sort of process around forecasting and all that. And then others will, we'll talk about other things, but

From your perspective, if you were to invest in people earlier, what role would you invest in first?

Dez Price (34:36)
That role, well,

yeah, the CFO obviously like brand strategist, you know, product production manager. A lot of times production managers when you're a smaller brand that between that and a controller or, you know, chief of finance or whatever you want it, whatever that, you know, job description name is in your company. But somebody that can really work through the numbers, I've obviously the world, you know,

through the 2000s. mean, it was a lot easier because it was like, yeah, we just grow 20%, 20%. There's not really much going on. It till like 2008, 2007, you had 2008 with real estate and then you had, you know, and then all of sudden, 2009, 18, 19 started COVID through that. mean, that's where...

Ramon Vela (35:06)
Thank

Dez Price (35:21)
Forecasting, mean, it even flipped on people because they over forecasted based on everybody wanted to go biking, but then all of sudden you could travel again. yeah, the inventory, it's realistically forecasting is kind of like that's before it's the over inventory that kills you because you're paying storage. Obviously, if it's a seasonal good, you know, if you have to hang on to it till the next season, you got to move it probably out of the warehouse that you're shipping out of to somewhere that's cheaper to move it back.

Ramon Vela (35:29)
Yeah.

Dez Price (35:50)
in order to try to continue to get your margin and then obviously off price, you know, we had years and years of off price. Like it was like one of those things where, yeah, we've been over-overcasted. I mean, obviously our business is underwear. not quite as expensive of a good, but I mean, again, anytime you're selling things lower than what you even paid for it, it's not good. ⁓ And so the really...

Ramon Vela (36:10)
Mm, yeah.

Dez Price (36:14)
bringing in a production manager that really knows what they're doing and understanding and thinking about it as like a faucet when you can turn it off and turn it on in order to understand your manufacturing lines that, hey, we can do 12,000 units all the way up to 30,000 units. And if we really need to turn it on, we could get three or four more lines and we can do up to like 100,000 units if we wanted to. Again, a lot of times there's so many more things that come into that equation.

Minimums, where your price breaks are, all these other things like how much fabric can you get, like how much usage do you get out of your fabric? So for just personally speaking from our side of things, we started diversifying that manufacturing. China usually has some very high minimums, but you're gonna get a better, sorry, high minimums, better pricing. Where there's some of these other countries which have lower...

lower minimums but a little bit of a higher pricing but still the margin as long as you can still fit it in with where you need to hit your margins or even on a little bit on the lower side having less inventory you'll actually have higher margins at the end because of not having to do off price so inventory levels we have a rule of trying to stick to between three and five months as much as it is and then continuing to just kind of have stuff rolling in

Ramon Vela (37:25)
Mm-hmm.

Dez Price (37:37)
As needed as some styles are gonna go faster than others other things go, you know You have a hot hot summer. Maybe your swim goes a little bit crazy, right? So obviously some of those higher Ticketed higher priced items stuff like swim and everything else. They have longer lead time So you have to have you know, you got to go to your stores and again It goes depends if you're a DTC brand or if you do DTC and wholesale or you have your own brick and mortar but

A lot of times wholesale will really, really help dictate the like for each style or colorway or print or whatever it is. Because we show like seven, we're showing, we just had our Fall 26 sales meeting today. People are already out showing that for next August delivery basically of next year.

Ramon Vela (38:23)
Hmm.

Bye.

Dez Price (38:30)
So we start seeing, you start getting orders coming in, you start seeing what pairs, what styles, what colorways are starting to hit. And then you kind of start building your forecast off of that for the factory or your PO for the factory. And then right now you kind of do that gut check at the end because the landscape is like there's potential somebody might not be open. There's a potential of like even higher tariffs and stuff.

Ramon Vela (38:49)
Thank you.

Dez Price (38:56)
⁓ Yeah, it's not easy right now. The garment world is, you know, there's a lot of noise too, right? So you just kind of have to like trust. lot of it is trust. And then again, a lot of it's the relationship with your factories like, here's where we are. This is what we're going with. I know you don't like it, but at the end of the day, this keeps us going so that we can continue to help build another day rather than go.

I know you need to hit this number, we'll just do it to please you and here we are and then now I gotta go sell everything off and by the way I can't put any more orders in because we went out of business.

Ramon Vela (39:29)
Yeah, I know that's so challenging and you hit upon it. think this is what the common thing I'm hearing from a lot of founders is the uncertainty. The uncertainty is like the is the noise that you just, you don't know. You can't plan. It's the hardest thing about it.

So I love what you're saying. And by the way, I think it's a good way to segue. Where did you guys start and then where are you guys now in terms of selling your product? it just wholesale retailers? Is it direct to consumer? I'm imagining maybe in the beginning was direct to consumer.

Dez Price (40:03)
No, beginning there was no, there was, no, in 2009, I mean, was very hard. At that point there was no Shopify. I mean, we were one of the first brands that even go on Shopify. They even use our brand as a case study, to be honest with you, that's how old we are. But no, online, we definitely were not online. We actually sold stuff through some friends that actually had a website going. Again, it was...

not very fast, was like, you know, how fast that side of the business is growing. I Amazon kind of came, there was an Amazon in there too that started coming in stores, but we were direct, we were just only wholesale starting out. So we kind of started out with, again, coming from retail myself as far as, know, Dustin being in retail, owning a store, knowing the industry, myself being in the marketing side of that industry.

Ramon Vela (40:27)
Yeah.

Mm-hmm.

Dez Price (40:52)
We knew trade shows. We had lots of friends, lots of people that owned stores. Like, the first store that ever bought it was my store that I used to work at when I was like, you know, 15 years old in Kamloops, BC, right? Like Kent to Dave from Iran. I mean, they just supported me. They bought it. But again, we handed it out. Like, everywhere we handed it out, so other people started getting out. They started seeing that that was an added, not something that they had to take money from another part of their store because

At the end of the day, action sports stores did not sell underwear. They did not sell, you know, it's like one of those things where it was like, hey, if you invest into this category, this category is going to add exponential more dollars to your bottom line rather than you don't have to take it out of snowboard boots or skateboard shoes or this to try to make it for this. Just invest into it. It's a fairly cheap investment as far as like a rack is $2,500 and it'll make you $5,000. And it's on like, you know, that we set out with that goal.

Ramon Vela (41:22)
Mm-hmm.

Dez Price (41:47)
to be the highest margin product with the least amount of real estate within that store. And that was really kind of the biggest focus when we started out was just trying to make sure that everybody had product that they could give their best customers, their team, if they had sponsored riders through them or anything. it just kind of that word of mouth, doing a lot of events, golf events, contest events, anywhere we could potentially just hand out. I I remember even sending like, I think,

500-600 pairs to the X Games and a friend of mine that worked at Monster at the time just handed them out to everybody and kind of just word them out through that. And obviously that only gets you so far and then now it's where, you know, many years later we're continuing to try to, like you said, we got to get to the every guy and that's kind of like the next kind of strategy and challenge of like what do we build, what's that price point look like while everybody's going more expensive, like...

Ramon Vela (42:45)
Mm-hmm.

Dez Price (42:46)
how

does this help because you know again our garment has like quite a few seams in it and every time you have a seam it's added dollars right so

Ramon Vela (42:53)
Yeah, and you mentioned a really good strategy, what you just said about the high margin lowest real estate for those places that you would sell into. That's really, I love that. We won't go into too much into that because I want to be respectful of your time, but thank you for sharing that. There's a lot of really good info that you're just saying there. I wish we had more time to break it down. But let's talk about the...

Dez Price (42:54)
and

Ramon Vela (43:15)
the product a little bit here so that people have a good idea. So you can go to the website is beneath.com. It's spelled B as in boy in, the number three TH.com. B as in boy in and the number three TH.com. So beneath.com and I'm sure you can Google beneath underwear and you'll be able to find it. So what's really interesting to me is, and I know the price points are so,

terrible, from my perspective and just, I have not tried your underwear, but I can just imagine what I always tell people about really good underwear is that when you don't know what it's like until you feel it, right? And then when you feel it, it's like night and day. And you think like, wow, now is this what good underwear is supposed to feel like? Because a lot of times, especially, you're buying your own underwear, you're just thinking price, you're just buying Costco, Target, whatever.

like those packs or whatever. And I always tell people, you know what, even if it's a little bit more expensive, an underwear, more expensive by one piece of really good underwear versus like a three pack or four pack, I always tell people, make that investment, you know, and even if that means you buy a couple of more or whatever, you're going to find yourself buying at least seven or five for the week or whatever. It's worth it.

because they last longer, they feel better. your life is like, you said it earlier, you're solving a problem that a lot of people don't even know. But once you do it, you realize like, wow, this is like, you can't go back, right? You can't go back to the cheap stuff. Yeah.

Dez Price (44:51)
It's hard.

Sometimes people put it on and they're like, yeah, that's cool. This is great. They call the next day, they're like, wait, I went and put my old ones back on and they're like, I don't want this anymore. Like this is like, you've now changed it. So again, it's a perspective. People feel different ways at different times for when it actually clicks in on like where it is. But you made a good point. And again, it comes down to like that sticker shock. It comes down to the thing where you can go by.

say a 10 pack or whatever for $19.99 or whatever it is. again, know, underwear breaks down so fast. And guess what? You're probably doing it again in another three or four months. And so now you're at $40 and then now you're doing it again. like say you're almost close to $60 plus for the year and you've gone through a bunch of stuff and you've had to throw it out, which is like not.

necessarily the greatest for the environment also either because underwear is not resellable, it's not reusable, it's not repurposable. So it's like it has to go in the garbage and realistically underwear is the most thrown out garment in the world because of this, right? So if you spend a few extra dollars on something and you know, know we love to say sustainability, we have sustainable everything we build comes from a recyclable or sustainable raw material.

We're working on biodegradable materials. We're working on recycled waistbands, like, because obviously elastic doesn't break down. We're working on stuff like that. Because obviously, you know, we want it to be able to continue to have an environment that in the world that our younger generation can enjoy the outdoors like we have. But when it comes back to the investment, the most sustainable garments in the world are not necessarily things that are made from sustainable fabrics. It's how long do they last?

Ramon Vela (46:36)
Yeah.

Dez Price (46:37)
It's

like again, and you have the big box, the fashion houses, and you know, everybody knows those brands, but when you're still buying a suitcase from them, like three, four decades later, that is a very, very sustainable good. So with underwear, you're obviously not doing, but I still have people that are still wearing underwear that we designed and made 10 years ago. They still have them in their rotation. So again, as an underwear, have, we, we, we have a like, I think it's over six months.

warranty on our stuff. again, you will not get that from something where you buy a two pack. So the investment of like a hundred dollars and you were getting like so you could get four pairs 26 bucks say around there. You probably with free shipping, you probably get a get it on special or get a deal on it. I mean, you're not only going to get more comfortable underwear, your days are going to be better. You're going to wake up, put something on. It's going to be, my God, am I going to have the best day ever? Also, you're going to have underwear that you're going to wash. It doesn't like shrink.

Ramon Vela (47:35)
Hmm.

Dez Price (47:35)
it

keeps its like silhouette very well, you put it on, it feels like the first day you put it, you you bought it, it doesn't ride up, you're shave free, you got your pouch, you got all of that, and you're knowing that it's coming from a sustainable side of things, plus it's lasting long, that's where you're starting to see all the five star reviews and everything that we currently get, those are the things that are a surprise for most people because they don't, nobody really sees how long, nobody really wants to tell you how long they last, but.

Ramon Vela (47:49)
Yeah.

Dez Price (48:03)
That's where the fact is like most people, mean, my cell phone is, I got some yesterday from a professional photographer in LA that's just like, when are you bringing these ones back? These are my top seven. I'm like, those are over like seven years old, man. And he's still like, he's like, I refuse to get rid of them and they still work. So for an underwear company, I think that's like one of the biggest compliments that I think we've been able to achieve as a brand from a product side of things is that a

A product that has been mostly known for, you know, since I was a kid to be just worn, ripped, thrown out, know, skid marks, whatever you want, tossed to something that now people care about and want to keep in their drawer. They love the designs. They love certain things and it still works for them every day when they put it on. know, like obviously not everybody does it, but for some people it's, you know, lasting five, six years for a pair of underwear. It's pretty cool.

Ramon Vela (48:52)
Mm-hmm.

Yeah.

Well, I mean, and I agree. I mean, I think would you, you hit, was actually thinking about it when you said it right before you said it, which is the most sustainable thing you can do, I believe. I mean, you could, you can make use of materials and so forth. But one of the most sustainable things is creating a product that lasts. I've seen it with like bags. I've seen it with clothes. There was a brand, I can't remember the name of the brand, Stitch something or other.

and he ⁓ is up in Northern California and he just makes really, really good clothes, like really classic looking clothes, know, like clothes that are timeless, but his clothes last forever. And even when you're done with them, they'll last and resell for another lifetime for somebody else. And that's how good they are. Underwear, of course, is kind of different. You don't really resell that, but you want it to last long. And yeah, you're right. Maybe people don't want to say like, hey, I've had this underwear for six, seven years.

But see, but that's the thing is that you know that the elasticity lasts, the fabric lasts, the comfort lasts, and you know you have a really good pairing. That's why I always tell people, it's like spend a little bit extra. I know it's a little bit more than what you might have been used to, but spend a little bit more, your life will change, you won't want to go back to what you've done before. And like you said, Father's Day or Christmas is coming up.

you could spend a little bit extra, you get those three or four or five pairs and that will last you and that will change your life. I always tell people, I know it sounds funny, but it will change your life when you have a really good pair of underwear.

Dez Price (50:32)
Well, it's not boring anymore either, right? Like you give it to uncle, you know, give it to your uncle, give it to whatever and put it in your stocking and you're going to have a conversation starter here for, you know, for half the day probably where people are going to be wanting to like, man, you usually always give me underwear, but now you got something to talk about, right? So, yeah. But again, I think we're listeners on this side. If I could just add quickly to the whole paying more for something. It also goes for anybody that's out there that's starting a brand and doing a brand.

Ramon Vela (50:48)
So.

Dez Price (51:02)
Like don't cut corners, like put it through the testing that people think that we always talk about. think that's one thing that I have definitely learned through that from the spending of it to, you know, I've snowboarded and skateboarded and play things. I like good quality stuff because it's going to last and it's not going to break on you in the middle of what you're trying to have fun doing. Camping, you know, all these things that you can go, I can buy something and all of a

works once and it doesn't, you're throwing it out. That's not what you want. So, you know, again, solving a problem that people didn't know and then being comfortable and then being able to put that through all the different styles, depending on what activity you're doing, you should like, you know, invest in that. But the same thing, if you are building a product, it's very easy to want to, ⁓ if I just could shave off a little bit more of this and but it, the fit won't be there or it might be a little off. But again, the margin is going to be so much better if we do that.

You're better to try to put out something that works really, really, really well at a lower margin to get people into it. And then hopefully what it does is it gets popular enough. You get more units, put more like your minimums go up. You can start shaving down to get back to that margin that you were looking for. But again, if you are, and then you're just needing revenue and you're just trying to go after it, I will tell you that it's very rarely that that will ever work out for

Ramon Vela (52:24)
Yeah, I agree. So I really love this conversation and I have to say, really love right from the beginning, I appreciate what you said about your people. From a consumer standpoint, I'm listening to you and I'm just thinking like, wow, I really like what you have to say about the people and about the quality and about thinking of the consumer and how they feel. And then also thinking like your consumer from an action sports standpoint as well.

I love all of that. you know, it makes me, it reminds me of our tagline, which is products worth buying, brands we're supporting. Because I want people to know that like, hey, listen, you want a really great product, but you also, you want to know, like once you learn a little bit about the people and the company and their mission and what they're doing, you know, that's like an added extra. It's like, not only just a good product, but you you're, sound like you have this really cool company and people love to work for you and work with you.

And ⁓ I really like that. And obviously there's longevity. So that's another secret sauce that we haven't really gotten into, but there's obviously a secret sauce there in why you've lasted this long, especially in this really competitive market. So kudos to you. I think that's great. So, okay. So if someone's listening to this and they really like everything that you've had to say and everything I just said about you, where do you want them to start?

Like if you're on the website or if you're in one of your retail wholesale places, so beneath.com, bn3th.com, where do you want them to start in their journey with the brand?

Dez Price (53:59)
Again, it goes back to that, you know, finding what is perfect for what you're going to do with it. Our everyday pairs, we have two styles. It's called the Essentials, which speaks for itself. It's an Essentials pair. It's a natural fiber. So it's called EcoVera. It's a mix of viscose and cotton, which again, you know, all our cotton is BCI. So it's very, it's, you know, 50 % less water. Make sure it's all, you know, taken care of. It's American picked. So.

It kind of feels like if you like just say you wear your regular boxers, you love that feel that essentials pair is for you. It's kind of got, know, you're wearing underwear. It's got the pouch technology. It's got a beautiful waistband. If you want to try to wear, go into something like it's an everyday and you want to try to feel underwear that makes you feel like you're not going to be wearing underwear. It's like, it just kind of goes away throughout the day. It's like the most luxurious feeling it's made of a model.

So again, 50 % more breathable in cotton. It doesn't shrink, doesn't ride up. It's got a beautiful like, elastation kind of like, the stretch just perfect enough that it is when you put it on, doesn't feel like anything. You want to go with the classic icon. And then for sport, I would say that if you're a trainer, you're in the gym, you're doing lighter like tennis activity, or some people just don't like a natural fiber, they would prefer a synthetic. There's a lot of people out there that natural fibers bug them.

So you'd want to go with the Pro Flex. That's more of an everyday kind of sweat. It's antimicrobial, it wicks away sweat. It's got more of your technology built into the fabric, so to speak. And if you want like the Ferrari, like the one that just won underwear of the year in Ask Men 2025, it is the Pro Ultra. That fabric took us over two years. This is another one where we were getting asked for it, but we wanted to build it the right way. We didn't cut corners. It is the softest.

synthetic fabric that I think has been built for put in underwear, it wicks away sweat, like, antrumor, curl wheel, it's meant for running high activity, it will make you feel like you're doing all of that while wearing nothing at all.

Ramon Vela (56:06)
Actually, that was about to ask you like which one is the best for running, but it sounds like the Pro X Ultra is the one to go with.

Dez Price (56:13)
You want the Pro Ultra, especially if you run longer kilometers. The Flex is good. I call it more of a five to seven kilometers. Sorry, that's Canadian kilometers. If you're into the four and a half to six miles, then the Flex works really well. Again, it's all body type. Underwear is a two skin product. Everybody's body is, I always say, we're all snowflakes in the way that we're all different. Everything fits a little bit differently, but just for like...

Ramon Vela (56:22)
Yeah.

Dez Price (56:42)
the fabric and what it's designed for. The Ultra for like, yeah, running. We have new running shorts being launched beginning of next year. So a lot of like two-in-ones and stuff that are coming that are going to be like, I mean, I'm wearing them right now and trying them because I'm a big runner myself, but yeah, I love that they're game-changing for sure.

Ramon Vela (57:03)
Yeah, well, it looks great. And then on the website, you've also apparel for swim. You've got bike liners, you've got lingerie, you got t-shirts, you got socks, you got pro hockey jocks. And of course, you also have it shot by activity so you can look at what sports or travel or swim. And then in the underwear, you've got your collections, the Pro-Ultra high performance there, the Pro-Flex, the everyday sport and others. And then of course, you've got a

a best seller section. if someone's out there and they're looking for a deal, you can take a look at their best seller selection and see if there's something there for you. And then I would also imagine with the holidays coming up, you probably have a Black Friday and all that other good stuff. You'll probably have other.

Dez Price (57:43)
yeah,

we got some kind of fun stuff happening for the next couple of months for people to try different styles for sure.

Ramon Vela (57:51)
Yeah.

Well, I wouldn't recommend anyone out there going to the website and signing up for the newsletter. That way you keep up to date on all the specials. And really, even without the specials, I'm looking at the price points and I think they're really good. And like I said, I mean, you invest in a pair or two, then maybe buy four for a hundred or a little bit under a hundred maybe.

Dez Price (58:10)
Well,

you get in, like the nice thing is if you find one that you do, we do multi-packs with most, almost all the more popular styles, especially with the essentials, the classic icon, the flex.

And what you do is you can start saving money by bundling and buying the multi-packs. You start saving like 10%, 15 % every time you're kind of adding one. So the two-pack, the three-pack, I believe Amazon, we even have like Prime deals right now. If you go to Amazon, I think we have a five-pack and I think it's like, you know, it's a good deal today for sure. I think till Friday, I believe it goes till.

Ramon Vela (58:42)
Yeah.

Well, so I would also just also think about it as an investment because it's going to be life changing once you try something like this. So I definitely would check on that. But this has been fantastic, man. Thank you so much. I know you've got a busy day with you, with your employees there. So I appreciate you making time. I really enjoyed this conversation. You sound like a cool dude. And it sounds like you've, like I said, we didn't even crack on the ⁓

the secret sauce component of it. But I think altogether and what we've been talking about, probably those are the reasons why people love to keep buying from you and why you've grown and why you've lasted so long. So I appreciate everything you shared. mean, everything from the business side of it, the inventory and the wholesale approach and all of this and everything you've mentioned in terms of lessons and production. And then of course, just your thoughtfulness around creating a product that people

really love. So thank you for making time for us and for sharing some of that with us.

Dez Price (59:43)
Well again, thank you for having me. We got to do it again. I would like to hear more about your stories too, because I love to hearing, mean, you miss all the shots you don't take, right? And you got to learn from them and you got to get up. so again, even just the little bit that I've heard and talked to you thing, I mean, it's like, you're truly a huge inspiration to me knowing that the feeling and if this could all go away one day, what would I do? And so to be able to be a

Ramon Vela (59:51)
Thank

Mm-hmm.

Dez Price (1:00:10)
you know, on your show and to know that there, you know, the hardships into leading into this. I mean, again, you said kudos, so I'm going to use the word kudos to kudos to you for, you know, getting back up, you know, that's a tough one out there. So, yeah.

Ramon Vela (1:00:22)
Yeah, I I appreciate it, man. Thank you. Yeah, it definitely is.

So again, man, thank you so much. I really appreciate making time. This has been a great conversation. And you are, by the way, you are definitely welcome back anytime you guys have a new update, a new line, please feel free to come back. You guys are welcome back. And even if it's just for a quick update, I really appreciate it.

And everyone else, we have just had Des Price, who is co-founder and CEO of Beneath. And Beneath is ⁓ the website is B as in boy and the number three th.com. And I'm sure if you Google it beneath underwear, you'll be able to find it. But thanks so much, man. Thank you so much for making time for us.

Dez Price (1:01:04)
Thanks for having me, I really appreciate it. Yeah, well, we got lots of fun stuff coming up. can't say now, but I definitely will reach out and see if you want to chat some more about some new exciting stuff that we ⁓ will be producing next year.

Ramon Vela (1:01:17)
Well, can't, yeah, please do, please. I always love to promote really great products and I really think you guys fit our tagline, which is products we're buying, brands we're supporting. So go check them out everyone. And what I recommend is go to the website, sign up for the newsletter. That way you know the holidays are coming up. There's going to be Black Friday. There's Prime deals right now. By the time this is really, Prime deals might be already over, but the holidays will still be coming. So.

you'll be up to date on all the promotions. And like I said, when you try something like this, it'll be life-changing. It'll be like night and day. So, know, invest a little bit more and you're gonna get something that's gonna last a long time and feel fantastic. So go check them out. Beyond that, everyone stay safe, stay sane, stay healthy. And one last thing, we've all been going through a lot of stuff the last, you know, five, six, seven years with the pandemic and then geopolitical wars and politics and trades tariffs and all this other stuff.

Let's just do ourselves a favor and just remember that everyone is going through something. And if we can be just a little kinder to each other, remembering that someone, everyone's going through something, I know we can make this human experience a better one. Beyond that, thank you from the bottom of my heart for listening to another episode of the story of a brand.