Hook Underwear was just a crazy idea two childhood friends had in 2016. Their goal: to offer affordable quality underwear that would take comfort to another level. After having retailed a wide range of popular underwear for more than 8 years, Philippe Vachon and David Cote-Hamel decided it was time to take the next step in creating their own brand. 

From 2016 to 2018, the two entrepreneurs elaborated, developed, and improved their underwear designs. Before long, they appeared on Dragon’s Den to launch the first Hook Underwear collection in the presence of the famous panel of venture capitalists. Even though no deals went through, the TV show gave them exposure, resulting in more than 9000 units sold in two months. At that point, Phil and Dave were faced with a good problem: this spectacular success led them to run out of stock in almost no time. 

Since then, Hook has spared no efforts to improve its products. Even after three collections, the two associates keep working towards greater comfort, taking into consideration client reviews and professional recommendations. 

Despite the COVID-19 pandemic, Hook launched three new products in 2020 and 2021: trunks, socks, and joggers. Reinforcing its leading role in creating a new focus on comfort in the fashion industry, Hook Underwear will never stop improving its products and designing new ones. 

Look for future T-shirts, hoodies, briefs, and long boxer briefs.