How does one think of having business in the underwear industry?

Imagine a moment in your life where you desperately want to start your own business but have no idea what to build your business on.  Then one day, while going to the bathroom, you pull down your pants and receive a moment of clarity.  Odd place to receive a moment of clarity isn’t it?  Yet, for Dylan Ribkoff, this is how it happened.  Being an entrepreneur at heart and working for his grandfather’s company, Joseph Ribkoff, Dylan always dreamed to one day have a company of his own. However, at the time, the idea of “what” to build a business on was still unclear.  His idea came to him during that very moment during a flight to England.  While going to the washroom, he realized that of all the pieces of clothing he wore, his underwear was the one thing he felt ashamed of.  Then he remembered his shopping experience for the pair of underwear that he was wearing.  His experience was awful because on one end he would find all the same homogenous looking undergarments and on the other hand he would find the erotically over-designed undergarments with tacky slogans. That’s when it hit him, there isn’t a big market for high-end prestigious underwear lines.  Women had already quite a selection, but men were out of luck.  

Thus began Dylan’s journey to make a name for himself in the market.  By producing undergarments using high-end cotton and more flexible spandex for upscale comfort, Dylan marches his way in the market by promising quality in his entire production. In addition, being in Montreal and having his product build locally is another reason to acknowledge his success as his company respects its country of origin, Canada.

- Audrey