Our story starts in 2006, when our founder asked: why can’t men’s underwear be better? After spending hours on a fishing trip in a clammy ocean suit, he wondered if there was a way to fend off the uncomfortable effects of chafing and friction down south. 

The answer was SAXX. Simply put, this is underwear designed differently. Our technologies move with you and deliver revolutionary comfort every step of the way. 

Thanks in large part to the patented BallPark Pouch™ – our defining piece of internal tech – men now know that underwear isn’t just an afterthought. It’s the foundation of a comfortable and distraction-free day.



The innovation that started it all. Every pair of SAXX Underwear comes equipped with our patented BallPark Pouch™ technology. Designed to reduce skin-on-skin friction, this 3D hammock-shaped pouch keeps everything in place. 

Constructed to accommodate the male anatomy, the BallPark Pouch™ allows for natural support and movement. Thanks to breathable mesh panels and no exposed stitching, this piece of internal tech provides the separation and space guys need to go about their day distraction-free.


All styles start with an ergonomic nine-panel construction to create 3D support around glutes, thighs, quads and hamstrings. The seams that connect each panel are strategically placed to eliminate chafing at potential friction points. This means friction-free movement at every angle (or in other words: absolute comfort).


We’ve flipped the script on traditional flatseam construction. Counter to conventional methods, we reverse the stitching, placing the flatter, softer side against the skin. This eliminates all unwanted chafe, itch and friction. 

Today SAXX Underwear is found worldwide, growing extremely fast and we are proud that they chose us as a partner for their launch in Scandinavia and the Baltics.


Saxx products score extremely well with customers relative to competitors:

SAXX compares favorably to other players in the premium underwear category among key purchase factors for consumers

SAXX scores highest in innovation, with a net performance score of 78% relative to competitors

Also scores high in comfort, fit, customer experience / service, style / design, and versatility

Overall customer satisfaction is higher than competitors, with 90%of SAXX customers stating they are highly satisfied with the brand

The next closest competitor has 71% of customers stating they  are highly satisfied with the brand on the same metrics.







“SAXX is the perfect addition to MUCHACHOMALO* and Greater Than A - Underwear for us. We now cover FASHION – FASHION/SPORTS and SPORTS”, says Hans Erik Syveren.



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