by Stephen Garner

Men’s underwear brand BN3TH (pronounced: ‘beneath’) has created a new product just for mountain bikers and trail cyclists.

Called the “North Shore Chamois,” the new style features BN3TH’s Sea-to-Sky (STS) Pad and a 9.5″ inseam designed to provide the ultimate comfort during bike rides. The brand has also included the permanent silver anti-odor Ionic+ technology that kills stink before it starts, as well as its patented MyPakage Pouch Technology.

“This has been a passion project for a few years now,” said Dez Price, co-founder and creative director at BN3TH. “Our whole team got involved on this one, from office staff to our pro riders, we wanted everyone to have a voice in creating this amazing game-changing product. We live on the North Shore here in Vancouver, with some of the best mountain biking in the world, however, the chamois currently on the market always felt like an afterthought. So, it was only a matter of time before we would bring this project to life. When we aren’t in the office, we’re on our bikes, so you can guarantee we’ve put a lot of passion and thought into this design. We are truly excited to get this on everyone. The ride up is now as fun as the ride down! Radically Better Underwear is our business, so we put the two together and have made the most comfortable, supportive, and stylish chamois, ever!”

“This thing is incredible,” added Geoff Gulevich, pro mountain biker and BN3TH entourage member. “I can pedal for days and it doesn’t feel like there’s any wear or tear down south…If you know what I mean.”

The BNTH North Shore Chamois, which retails for $65, is now available on and at specialty stores across the U.S. and Canada, including Evo, Biker’s Edge (Bristol & Torrington, CT), Beacon Cycling (Northfield, NJ), Sturtevant’s (Bellevue, WA), Comor Sports (Vancouver, BC), and many more.

Once sold out, BN3TH will then do a second launch in spring 2021 to kick off the new mountain biking season.