SAXX Underwear launches first immersive store in Toronto

SAXX Underwear is officially launching its first immersive in-store experience in Hudson's Bay's flagship location in downtown Toronto. 

The 400-square-foot space will showcase the brand's product range, which includes underwear, apparel, and socks. 

According to the brand's website, each pair of underwear features patented "BallPark Pouch technology," which is a 3D hammock-shaped pouch that "holds everything in place." 

The Vancouver-based company was founded in 2006, and already sells its products at other stores, including SportChek, The Bay, Harry Rosen, MEC, and Mark's. 

Some of the features of the immersive concept store include a deconstructed pair of SAXX underwear that helps shoppers visually experience the product's technology, and an educational zone. 

The space also includes some humorous moments, including a mirror that reminds shoppers to "keep your eye on the ball." 

You can find SAXX Underwear's first immersive store inside Hudson's Bay at 176 Yonge Street on Level 5.