I had no clue what I was getting into when I started this.
Three years ago I just wanted to fix a problem with my own underwear. I did not set out to start a company. I definitely did not plan on spending thousands of hours thinking about boxer briefs. But here I am, one month into actually selling the thing, and I still do not think I fully understand what I have built.
Here is what I do know. People are buying the Apex. And they keep reaching out to tell me about it. Not just reviews. Texts from old friends who grabbed a pair. Messages from guys I have never met. Emails from people saying this actually solved the problem for them. That it is their new favorite underwear. That they are switching to Nether.
I keep waiting for the negative feedback. The returns. The "these are fine but nothing special" reviews. It has not happened. I do not say that to brag. I say it because I genuinely did not expect it. When you spend three years obsessing over something, you start to wonder if you are too close to it to see clearly. But the feedback does not lie.
Every single review is five stars.
Let me share a few.
Adam C., Firefighter/Paramedic, Harrison Hot Springs, BC
"I'm a firefighter/paramedic, and always climbing stairs and going over things and I hated that my underwear would ride up. Now that I have gotten these they have made the job way better. I love them and it will only be the underwear I will wear."
Kyle, Verified Buyer
"I ordinarily wear either Saxx, BN3TH, or MyPackage, and I think they're largely on par with each other. I tried Nether and I can say they're just as comfortable as my former brands, and the no-ride feature is pretty great. I expected I'd notice the little grippy things, and I did when putting a leg into them, but once they're on I didn't notice it. Also they don't pull any leg hair, which I was worried about. The materials and manufacturing quality are both high."
Dan M., Verified Buyer
"The Nether boxer briefs are the best underwear I've worn, no contest. They don't ride up, don't chafe, and stay exactly where they should all day. You can tell real time went into developing these. The fit, function, and design are all dialed in. Bottom line: extremely comfortable, well-built, and worth every dollar."
Justin, Verified Buyer
"After wearing these at work for the first time I realized how awesome the no ride up band is. Didn't have to pull them back down all day. I bend down and squat a lot at work and it had become habit that after standing up to just pull my regular boxers down my legs. With these ones they stayed put all day."
Michael M., Verified Buyer
"I wore these to Mexico on vacation, and between walking all day, and being in and out of the pool, everything stayed where it should. The fabric dries quickly and doesn't itch when it's wet. The leg band is perfect, doesn't pull on the leg hairs and keeps them from riding up."
That is just a handful. There are 39 reviews on the product page and I read every single one.
The thing I keep hearing, the sentence that shows up more than any other, is some version of: "I did not realize how much I was adjusting until I stopped." A firefighter on 12-hour shifts says it. A plumber who bends over all day says it. A guy who works at a desk says it. It turns out most guys have been living with a problem they did not know they had. That realization is exactly why I built this.
What Is Coming Next
I will be honest. Launching with one color was a mistake. Forest is great and I stand behind it, but I should have had more options ready on day one. I am fixing that now.
The two most requested colorways are True Black and Dark Purple. Both are in development with my manufacturer. I do not have an exact timeline yet, but it is happening.
I am also making some small measurement adjustments for the next production run based on the feedback I have received. Nothing drastic. The product is landing well. But there are a few tweaks that will make it even better. That is the advantage of being a small brand. I can actually listen and move fast.
A couple of sizes are getting low on stock. If your size is still available, I would grab a pair before the next run. I am not saying that to create fake urgency. It is just the reality of a first production run.
Thank You
To everyone who has bought a pair, left a review, sent me a message, or told a friend about Nether: thank you. You took a chance on a brand nobody had heard of two months ago. That is not lost on me.
And if you have been thinking about it but have not pulled the trigger yet, the 30-day comfort guarantee is still there. If they ride up even once, full refund. No forms.
I built this product because I could not find what I wanted anywhere else. Turns out a lot of other guys were looking for the same thing.
See you next month.
Stephen Hiscock Founder, Nether Kelowna, BC
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