BN3TH - What Happens When Comfort Meets Performance
The Story of a Brand Show
Ramon Vela
5 • 145 Ratings
🗓️ 19 November 2025
⏱️ 67 minutes
🧾️ Download transcript
Summary
In this episode, I sit down with Dez Price, the co-founder and CEO of BN3TH, a brand that has completely reimagined what comfort means from the waist down.
What starts as a casual conversation about gratitude quickly turns into an honest look at entrepreneurship—its highs, lows, and the people who show up in the moments that matter.
Dez opens up about resilience, building relationships with intention, and why the journey is always about people first, even before product or revenue.
From there, we dive into the origin story of BN3TH—how two friends, a kitchen table, and an old pair of Calvin Kleins led to a patented pouch technology now beloved by athletes, adventurers, and everyday guys who simply want to feel more comfortable.
We talk about the early days of hustling and handing out samples, the challenge of building a category no one sees, the realities of scaling in a volatile supply chain, and the company's long-term commitment to quality, sustainability, and comfort. Dez's story is raw, relatable, and full of lessons for any founder navigating uncertainty and growth.
Key Highlights
* How gratitude and the support of people around him helped Dez navigate the toughest entrepreneurial moments—and why great relationships sit at the center of BN3TH's success.
* The origin of BN3TH's patented pouch technology and how it solves a problem most men didn't even realize they had.
* The early breakthrough moment when athletes and friends tested prototypes and confirmed the comfort was unlike anything they'd worn before.
* How word of mouth, experiential sampling, and authentic community relationships fueled the brand long before e-commerce took off.
* The biggest operational challenges today—from tariffs to forecasting to changing consumer behavior—and how BN3TH navigates them through strong vendor partnerships and meticulous production planning.
If you love hearing stories about founders who build with heart, resilience, and a relentless commitment to quality, this episode is a must-listen. Dez's journey shows what's possible when you pair innovative thinking with deep respect for the people who help bring a brand to life.
Join me, Ramon Vela, as we explore the evolution of BN3TH—from a simple idea to a global comfort brand redefining men's essentials.
Tune in on Apple Podcasts, Spotify, or wherever you listen.
For more on BN3TH, visit: https://www.bn3th.com/
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Transcript
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| 0:00.0 | but I was like, man, underwear hasn't been cool since like Marky Mark. |
| 0:03.5 | Like, do we just take on the like the biggest marketing slash try to make something cool again? |
| 0:10.6 | Because even with underwear that's out there, I mean, it's really even the best of the best. |
| 0:15.1 | I mean, a lot of them are made by agencies and stuff and they're because of the bigger brand themselves. |
| 0:19.5 | That makes them very popular, not necessarily the feel and the fit of the bigger brand themselves that makes them very popular not |
| 0:21.4 | necessarily the feel and the fit of the underwear so we kind of just set out to to try to make underwear |
| 0:27.4 | cool again but like also by doing that making it the most comfortable garment that men would ever be |
| 0:32.4 | able to to wear by changing it and we had an old pair of Kelvin Klein's and we took some fabric and cut it up |
| 0:38.6 | and gave it to his mom and she sewed it and I tried working on factories etc which is a longer |
| 0:43.4 | story and we finally kind of got there but yeah it was really kind of started around the fact that |
| 0:47.8 | even with the people the brands that were out there already the separation is one thing but |
| 0:52.1 | where we came from our sports of like you know spinning and |
| 0:56.1 | jumping and flipping and doing other things that like you know biking especially with sitting down |
| 1:00.6 | standing up i mean so uh we tried to set out something to try to design something that would also |
| 1:06.2 | support and keep everything kind of in its own zone so that like while you were doing all these things, |
| 1:11.6 | you were more comfortable. |
| 1:25.7 | Hey, everyone. This is Ramon Vela, and this is another episode of the story of a brand. |
| 1:29.3 | Like always, we have an amazing guest in brand that we're going to feature on today's show. |
| 1:33.3 | But before we do, scaling the D2C brand gets harder, the bigger you grow, |
| 1:37.2 | especially while you're stuck selling to just one channel. |
| 1:40.7 | So while you're focused on the day-to-day ops, your competitors are unlocking marketplaces like Amazon and Walmart and even retail shell space. |
| 1:48.0 | And they're capturing customers you're missing. |
... |
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