The modern man has changed. No longer content with the bare minimum, today's male consumers are invested in their evolution. This movement is vividly visible on social media. According to a 2025 study by Movember Institute of Men's Health, of over 3,000 young men aged 16 to 25 across the UK, US, and Australia, 63% regularly engage with "men and masculinity" influencers. They pursue improved health, optimized performance, restorative sleep, balanced nutrition, and longevity. Moreover, they think more holistically, live more intentionally, and purchase more consciously.
Naked Revival, a lifestyle-driven wellness brand, offers products and a philosophy that resonates with men seeking alignment. The brand's emergence reflects the personal evolution of founder Joel Primus and his renewed approach to building not just a business but a movement.
Naked Revival has achieved another milestone by signing a Letter of Intent with HAW Capital 2 Corp, which will result in the brand becoming the main business of the combined company. This agreement signals to the investor community that the brand is one step closer to a launch that marks the evolution of what could be seen as the second act of the founder's original vision. Momentum continues to build behind the scenes with a $607,500 bridge financing round serving as preparation for the brand's intended public listing.
Investor and consumer trust is expected, as it rests upon a strong foundation: before Naked Revival, there was Naked, the original brand that put Primus on the map. Launched in 2009 after he discovered an incredibly soft fabric during a sourcing trip to Peru, Naked was born from his dual background in fashion and athletics. As a former competitive middle-distance runner, Primus understood the need for high-performance apparel that didn't compromise on comfort or style. His goal was to create underwear so light and form-fitting that it felt like wearing nothing at all.
A pitch on CBC's Dragons' Den sparked early buzz. From there, Naked took off, grabbing shelf space in major retailers such as Holt Renfrew and Nordstrom and gaining a following among professional athletes, tastemakers, and high-performance men who understood the difference real quality could make.
The innovative brand naturally evolved. Naked went public and was listed on the NASDAQ, a significant milestone. Not long after, it unexpectedly became part of a broader cultural moment, caught up in the meme-stock frenzy of early 2021. Naked Brand Group Inc. (NASDAQ: NAKD) surged during the rally, with its market capitalization peaking at approximately $682 million by the end of 2022. But as the market cooled and the brand exited the underwear category through a merger, Naked disappeared.
The fanbase, however, did not. Customer emails kept coming in, asking if Naked would ever return. One message in particular struck Joel:
"We were at an all-day event in downtown Vancouver. My husband was uncomfortable and had to buy new underwear. He came back with a pair of Naked and couldn't stop talking about them, how incredible they felt. Later, I took an hour-long bus ride just to get him another pair for Christmas. But then our dog chewed them. Even then, we agreed: still worth it. Years later, I sewed them myself just to give them back to him. That's how much he loved them."
For Joel, that was a moment of clarity. "When someone's willing to sew your product to bring joy to their loved one, that means something," he says. "It reminded me of why we started in the first place."
That message was enough to pull him back into the fold. After years of retreat, living on a farm, and making documentaries, Joel knew the time was right to answer the call.
Now, Naked Revival serves as a complete reimagination. The brand begins again with underwear, but it does so within a much larger framework. Future phases include functional skincare products and supplements designed to support mental clarity, energy, and longevity. More than that, Naked Revival will serve as a cultural hub for men, enabling engagement with emotional intelligence, spiritual grounding, and intentional living, for both those presently practicing and those who aspire to do so.
The emergence of Naked Revival reflects broader cultural and economic shifts. In 2023, the men's health and wellness market was valued at $1.27 trillion. It's projected to reach $2.57 trillion by 2029. Naked Revival believes this shift was driven by rising interest in fitness recovery, mindfulness, longevity-focused nutrition, skincare, and hormone optimization. Even the men's underwear segment has grown into a competitive global market. It's a space that the original Naked helped shape in its early days, setting new standards for quality. The rise of high-quality, function-driven garments illustrates more than a desire for better fabric. It signifies a profound cultural shift, where men are no longer embarrassed to care.
As this new male archetype takes shape—mindful, intentional, and health-oriented—Naked Revival walks alongside them. The brand was built on the premise that self-care is a responsibility. The rituals and routines usually dismissed as superficial are sacred. From morning habits to nightly resets, Naked Revival's offerings intend to integrate into a man's pursuit of presence, power, and peace.
This renewed philosophy laid the foundation for a new chapter, defined by resilience, long-term vision, and deep consumer insight. Backed by lessons from Naked's original rise and reinvention, Primus is focused on building something with even greater meaning and impact with Naked Revival.
Now, with Naked Revival having recently closed a $607,500 bridge financing round, backed by a group of insider investors and early believers, the company is one step closer to its intended public listing through a qualifying transaction with HAW Capital 2 Corp. The capital will fuel initial product runs, fund additional development of upcoming wellness SKUs, and lay the groundwork for broader brand rollouts.
With this, the brand edges closer to the market, with momentum building behind the scenes. A soft launch is set for the fourth quarter, with the initial release of Naked Revival's premium men's underwear.
With an intended public listing on the horizon, Naked Revival is set to have the flexibility to drive its next phase of growth and expansion. Just as importantly, the platform offers an opportunity to reconnect with and welcome back the community that stood with the brand from the beginning; those who believed in a company that stands for more than just products, but for purpose, values, and vision.
"We want men to become more than just optimized machines," says Primus. "Yes, take care of your body. Eat well, sleep better, train harder. But also learn to love yourself. Become a better partner, a better father, a better friend. Naked Revival isn't only a brand for the physical. It's a brand for the soul."
