Nov 19, 2025
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/
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Today’s Sponsors:
1 Commerce: https://1-commerce.com/story-of-a-brand
Scaling a DTC brand gets harder the bigger you grow, especially
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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
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that means they only win when you do.