Joel Primus

An entrepreneur among other things, Joel Primus is the founder and creative visionary behind Naked Underwear. He helped raise over $17 million, establishing retail distribution at Holt Renfrew, Nordstrom, Hudson’s Bay, and Bloomingdales. Naked completed a merger with Australian-based industry powerhouse, Bendon Lingerie, exiting in 2018. Recently, Joel co-founded Kosan, a travel clothing company that launched one of the most successful Kickstarter apparel products of all time—reaching nearly $1 million in sales in 30 days. He was one of the inaugural BC Business top 30 under 30 Entrepreneurs and is also an author and award-winning documentary filmmaker. 

His new book Getting Naked: The Bare Necessities of Entrepreneurship & Start-ups is due out February 1st. Order here.

Once an elite long-distance runner, he now enjoys daily training, meditation, and time with his family on their farm outside Vancouver. 

3 words to describe Nature?

Harsh. Gentle. Rhythmic

3 things Nature taught you?


My place in the cosmos 

To be still 

3 most treasured Nature spots?

Omineca Mountain Range

The desert

Foothills of the Rockies 

When you look at the ocean, it makes you feel...?


When you see a forest, it makes you feel...?


When you see a volcano, it makes you feel...?


When you see a sunrise or sunset, it makes you feel...?

Alive in my human experience

When you hear thunder, it makes you feel...?


When you hear the wind howling, it makes you feel...?


Are you an Ocean, Mountain, Forest, or Desert person?


On a scale of 1 to 10, how important is Nature to your well-being?


Share with us a childhood nature memory?

Running through the forest trails in my own backyard. With my feet almost gliding over the earth I'd feel like a wild between worlds.