B
N3TH, founded as MyPakage in 2010, is emerging as one of the go-to brands in the undergarments category that has become a staple in many golf shops across the country.
The products are designed to keep golfers drier and more comfortable on the course, and with a focus on sustainability and exciting new products launching in 2025, the company’s U.S. account base – now at about 70 golf shops – is set for some rapid growth, according to Co-Founder & CEO Dez Price.
1 What made BN3TH get into the golf industry?
Dez Price: From the very beginning, when the brand was MyPakage, we partnered with a golf distributor because we believed our comfort technology was ideal for anyone walking or playing on a golf course, regardless of the weather.
After our name change to BN3TH in 2018, we shifted our focus to the action sports and outdoor industry, as that’s our core. However, our love for all sports led us to return to the golf market in 2020, expanding our reach not just in golf but across all sports. There’s no activity in a day where BN3TH won’t enhance your experience.
2 What separates BN3TH from other boxer/brief companies in the marketplace?
Price: The simple answer is: Often imitated, never duplicated. While many brands claim to offer a pouch, none can compare to the original patented design of our pouch technology. Our product not only separates but also provides support, ensuring everything stays in place without shifting or adjusting. Whether you choose our everyday natural fabric styles or our performance fabric options for more active moments, the comfort is unmatched.
Additionally, a significant difference between BN3TH and other brands is our commitment to sustainability. All of our products are made from sustainable, recycled or biodegradable raw materials. Since underwear is one of the most frequently discarded garments, we aim to preserve our planet for future generations to enjoy the same golf courses and outdoor experiences we do.
3 Why are golf shops a natural fit for men’s undergarments?
Price: Golf shops are an ideal fit for BN3TH. Our focus is on everyday comfort and performance, encapsulated in our three pillars: fit, fabric and function. Regardless of the temperature or how far you walk or play, BN3TH is designed to keep you dry, separated and supported, making it feel like you’re wearing nothing at all.
4 What has been the reception of your Water to Land Shorts, and why are these a natural fit for the golf shop?
Price: The reception for our Water to Land Shorts has been phenomenal, often outselling most brands in stores that carry them. Customers are initially drawn to them as swim shorts but quickly realize they are among the most versatile lined shorts available. They feature a stylish outer layer with hand pockets and a zippered back pocket, combined with a breathable, quick-drying liner incorporating our original pouch technology.
Whether it’s a hot day on the golf course playing nine, 18 or even 36 holes, or planning to hit the tennis or pickleball courts later in the day, our volley shorts allow you to live your best life in style and comfort from start to finish.
5 What is the most exciting thing on the horizon for BN3TH?
Price: We have a host of new products launching in the upcoming year, but two of my favorites are our Essentials and new performance styles. Our Essentials program features a natural, sustainable Tencel fabric – similar to our Classic line but lighter – available in elevated solid colorways. Priced around $25, this program will make our comfort pouch technology accessible to more people. It will also include T-shirts, undershirts and socks.
On the performance side, we’re launching a new style called the Pro Ultra. Our design team has spent two years developing a fabric that is incredibly comfortable, soft, moisture wicking and anti-odor. I can personally attest to its quality. Whether you’re engaging in any sport, covering any distance or sweating profusely, you will experience unparalleled comfort.
In addition, for those who prefer a fixed waistband or tie-up style, we’re excited to introduce the Hightide Boardshort, the ultimate liner board short designed for maximum comfort.