BN3TH - What Happens When Comfort Meets Performance

In this episode, I sit down with Dez Price, the co-founder and CEO of BN3TH, a brand that has completely reimagined what comfort means from the waist down. 

What starts as a casual conversation about gratitude quickly turns into an honest look at entrepreneurship—its highs, lows, and the people who show up in the moments that matter.

Dez opens up about resilience, building relationships with intention, and why the journey is always about people first, even before product or revenue. 

From there, we dive into the origin story of BN3TH—how two friends, a kitchen table, and an old pair of Calvin Kleins led to a patented pouch technology now beloved by athletes, adventurers, and everyday guys who simply want to feel more comfortable. 

We talk about the early days of hustling and handing out samples, the challenge of building a category no one sees, the realities of scaling in a volatile supply chain, and the company's long-term commitment to quality, sustainability, and comfort. Dez's story is raw, relatable, and full of lessons for any founder navigating uncertainty and growth. 

Key Highlights

* How gratitude and the support of people around him helped Dez navigate the toughest entrepreneurial moments—and why great relationships sit at the center of BN3TH's success. 

* The origin of BN3TH's patented pouch technology and how it solves a problem most men didn't even realize they had. 

* The early breakthrough moment when athletes and friends tested prototypes and confirmed the comfort was unlike anything they'd worn before. 

* How word of mouth, experiential sampling, and authentic community relationships fueled the brand long before e-commerce took off. 

* The biggest operational challenges today—from tariffs to forecasting to changing consumer behavior—and how BN3TH navigates them through strong vendor partnerships and meticulous production planning. 

If you love hearing stories about founders who build with heart, resilience, and a relentless commitment to quality, this episode is a must-listen. Dez's journey shows what's possible when you pair innovative thinking with deep respect for the people who help bring a brand to life. 

Join me, Ramon Vela,  as we explore the evolution of BN3TH—from a simple idea to a global comfort brand redefining men's essentials.

Tune in on Apple Podcasts, Spotify, or wherever you listen.

For more on BN3TH, visit: https://www.bn3th.com/

If you enjoyed this episode, please leave The Story of a Brand Show a rating and review. 

Plus, don't forget to follow us on Apple and Spotify. 

Your support helps us bring you more content like this!

*

Today's Sponsors:

1 Commerce: https://1-commerce.com/story-of-a-brand

Scaling a DTC brand gets harder the bigger you grow, especially when you're stuck selling on just one channel.  While you're focused on day-to-day ops, your competitors are unlocking marketplaces like Amazon, Walmart, and even retail shelf space—and capturing customers you're missing. That's where 1-Commerce comes in. 

They help high-growth brands expand beyond their sites, handle end-to-end fulfillment, and scale through a revenue-share model that means they only win when you do. 

As a Story of a Brand listener, you'll get one month of free storage and a strategy session with their CEO, Eric Kasper.