On Starting A Men's Underwear Brand

March 18th, 2020

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Zaid Shahatit

Founder, Nooks

$800

revenue/mo

Founders

Employees

Nooks

getnooks.com

from Toronto, Ontario, Canada

started January 2020

$800

revenue/mo

Founders

Employees

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Note: This business is no longer running. It was started in 2020 and ended in 2024. Reason for closure: shut down.

Hello! Who are you and what business did you start?

Hi, I’m Zaid - a 22-year-old from Toronto, Ontario Canada (eh). I started Nooks - a sustainably made, crazy comfy men’s underwear line for regular, everyday guys. Our first product is a classic boxer brief made from beech trees that’s more breathable, comfortable and softer than cotton. I started the brand with about $500 for manufacturing a few hundred hundred boxer briefs (2 colors, 3 sizes each) and some marketing dollars to build up an email list before launching.

Things started off slow, but a PornHub ad that went viral on Imgur really boosted our sales in the first month. Since then, we’ve been focusing mainly on Reddit, Imgur and SEO to try to build up brand awareness. We also have a small but very engaged community on Instagram that really connects with the brand. Over the course of the past month, we’ve sold about $700 of underwear and have already had a few returning customers. It’s not much, but we’re definitely growing and I’m having an awesome time running the company.

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