North America's fastest growing men's underwear company, SAXX Underwear Co has announced its launch into the Australian market.
Retailer City Beach has already begun to distribute the brand, with Rebel Sport also set follow suit later this year.
Following the brand's recent launch into Europe, Sparkes Apparel will be managing the distribution rights to bring SAXX into the Australian market.
Former buyer for The Just Group and Myer, Sarah Scarlet, will be heading up the sales and marketing for the brand in Australia, through her agency Sparkes Apparel.
Scarlet expressed her excitement to bring the brand to Australian stores, noting the company's unique designs, as well as innovation in marketing and branding.
“SAXX is one of the most impressive brands that I have come across in my twenty years in apparel. The products are unrivaled in terms of innovative design, superior fabric technology, and sophisticated construction.
"Branding and marketing support is world class, with big-name ambassadors surfer - Mark Healy, NBL player - Kevin Love, rally car racer - Ken Block and baseball player - Jake Arrieta helping to keep the brand on message.
"We believe there is tremendous growth potential for SAXX in the Australian market, given our outdoor lifestyle and massive sporting culture.”