BN3TH’s Dez Price on How Shutting Off is the Key to His Success


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In this series, we profile entrepreneurs approaching the top of their game, and ask them how they got there. This week, co-founder and Chief Creative Officer of BN3TH expands on the company’s breathable underwear.

Located in Vancouver, BN3TH (pronounced: beneath) wants to radicalize the way we get dressed in the morning. The first thing you put while getting dressed, co-founder Dez Price would like to see the garment take on a more profound role. “I believe BN3TH can become a reminder that gives you permission to go and have an amazing day while experiencing your most radical self.”  

How? The garment operates on the principle of increased comfort leads to increased  performance. Featuring a patented three dimensional pouch technology, the underwear allows for long wears with little to no discomfort.

Here, Price gives Bay Street Bull a glimpse into his role models, his favourite piece of advice and using underwear to unleash creativity[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_text_separator title=”Q & A” i_type=”openiconic” i_icon_openiconic=”vc-oi vc-oi-comment” i_color=”black” color=”custom” border_width=”2″ add_icon=”true” accent_color=”#606060″][vc_column_text]What do you enjoy most about the industry you’re in?

Using underwear as a starting point allows me to create and collaborate with amazingly talented people on design, innovation and technology. 

Who are your some of your role models?

Snowboarder Legend Jamie Lynn was an early role model. I believe he once said: “Whatever you do, do it with Style”. Also, Darren Hawrish our new CEO has been a mentor of mine since the beginning of my career so it’s really great to have him join the BN3TH team. 

Best advice you have ever been given?

It’s not about the product, it’s about the people. Also slowdown and breathe, [you] don’t have to react right away.

What is the lesson you took the longest to learn?

Always appreciate and learn from the bad days so I can enjoy the good days. Also, thinking first before reacting was a hard one for me too. 

What long term goals do you have?

To help people understand that underwear can be much more than a piece of clothing. [/vc_column_text][vc_single_image image=”12813″ img_size=”full” add_caption=”yes”][vc_column_text]

Photo: Apart Inc.

[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_text_separator title=”DAILY GLIMPSE” i_icon_fontawesome=”fa fa-search” i_color=”black” color=”custom” border_width=”2″ add_icon=”true” accent_color=”#606060″][vc_column_text css=”.vc_custom_1566320944118{margin-right: 0px !important;margin-left: 0px !important;border-right-width: 6px !important;border-left-width: 6px !important;padding-top: 2px !important;padding-right: 18px !important;padding-bottom: 8px !important;padding-left: 18px !important;background-color: #b8dbf2 !important;}”]6AM- 8AM: I usually wake up around 6 am and either workout or run for 30-45 mins.  Then I have coffee and breakfast and read the news online until 7:30 am. I then drive to the office in my car or on my motorcycle and try to take a different route each time for a little sense of adventure. Eggs and vegetables in the morning.

If anything I would like to bring back some of our early morning hikes with the staff. It’s a great way to start the day and bond outside the office in our beautiful back yard. 

9AM-12PM: I spend my day meeting with our various teams including design/product development, Marketing and Management. We come up with strategies and solutions together.  Every morning at 9:37 am we have a “Daily Stand-Up” at the office where every employee shares one thing that his very exciting in his/her life and also any important tasks they are working on. 

5PM-8PM: I make some notes about anything important but then I shut off from everything and just relax. This is honestly the key to my success. We tend to get lost in our work so I use my off-time to meditate and recharge my batteries so I can be more productive at the office.  I enjoy jumping from project to project but I find that by writing things and ideas down as they come helps me to stay focused.

Riding my mountain bike or just getting on a boat makes me happy, but also a few days a week I take a balance class at Jaybird Studio…very Yin. Whenever possible, I love Vietnamese for dinner.  

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