Business background (Long story short)

Serial entrepreneur, Phil has been at the helm of 3 business ventures over the past 10 years. No stranger to hard work and risk management, he’s definitely a go-getter. His entrepreneurial adventure began with Lubie, an agency specialized in website design and branding. He spent 7 years as president, building the business up to $1.2 M and over 20 employees.

While working at the agency, he launched an online boutique dedicated to men’s underwear and managed a team of 20 employees. Three years ago, he decided to sell his Lubie shares to his partners and shift his focus solely on eCommerce and his new business endeavour: Hook Underwear.

During those first few years of selling boxers online to clients all over the planet, Phil familiarized himself with the world of men’s underwear. He had the opportunity to try on and to sell every kind of boxer there is (didn’t go as far as the G-string, but close). This means he had the chance to connect with his clients, to better understand what they appreciated and what rubbed them the wrong way when it comes to their boxers.

From this time spent selling, learning and talking about underwear, he had the idea to create his own boxer brief. One with an inseam of 5 inches, cut in a bamboo fabric and equipped with an interior pocket that keeps the package in place.

On a personal note

What we like most about Phil? His sense of humour and his kindness. This guy is easy to talk to, fun to be around and passionate about his work. Sport is a big thing in his life; hockey, jogging or volleyball with friends, he’s always up for it. The thing he can’t get enough of? Owning his “soccer dad” status and watching his daughter run around like a gazelle.

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