Naked Revival
Naked Revival isn’t just another luxury lifestyle brand — it’s the resurrection of a cultural icon.
Founded by Joel Primus, the original mind behind Naked Underwear (once hailed as the "it" underwear brand of the 2010s), Naked Revival was designed to re-enter the market with sharper branding, bolder design, and a story worth obsessing over. With a legacy that included an IPO on the NYSE and a stint as a meme-stock during the GameStop frenzy, the relaunch wasn’t just anticipated — it was high-stakes.
Bujou Studios was brought on to do it all. From brand development to product design, go-to-market to influencer activations, we acted as the complete creative ecosystem — building Naked Revival from idea to sold-out launch. And it worked: the limited-edition drop sold out in under 48 hours, drew press attention from both fashion and finance corners, and ultimately helped position the brand for its $4.8M acquisition by a Japanese fashion house.
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What We Did
This was full-stack creative — strategy and execution, macro and micro.
We began by completely reimagining the brand identity, giving it a new visual language, tone of voice, and personality. The brand needed to feel both intimate and iconic — a mix of editorial edge, tactile sensuality, and confident minimalism. Our concept? A revival in every sense — raw, refined, and ready for reentry.
From there, Bujou designed a new DTC website that balanced luxury aesthetics with seamless UX — intuitive, conversion-focused, and infused with branded storytelling. Every scroll, swipe, and CTA felt like part of the world we were building.
But this was more than visuals. We led the product design for Naked Revival’s new men’s underwear line — developing three original styles across three fabrications, from initial concept to final manufacturing. We designed the full packaging experience (including a custom collector's box with an embedded surprise code), coordinated photography + production (models, locations, wardrobe), and executed a full go-to-market strategy spanning social, influencer, and experiential moments.
Our team handled:
Strategic marketing
Social media content and paid promotion
Influencer collaborations with key tastemakers
Launch event production, design, and execution
All of it aligned with the same goal: make Naked Revival feel like the moment — again.
The Results
Bujou Studios didn’t just support a launch — we engineered a full-scale revival that delivered real results. The limited-edition underwear drop sold out in under 48 hours, driven by a magnetic brand presence, tactile design, and multi-platform momentum. The campaign sparked buzz across fashion circles and social media, positioning Naked Revival not just as a comeback, but as a reinvention.
That momentum culminated in the brand’s $4.8M acquisition by a Japanese fashion house, validating both the product and the cultural power of the brand we helped build.
From original product design to creative direction, marketing to influencer strategy — Bujou was the ecosystem behind it all. For legacy brands ready to return with precision, relevance, and edge, this is what it looks like when strategy scales and storytelling sells.
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