How This Underwear Brand Made Me Spend $100+ (And What You Can Learn)

Hey there, it’s Patrick from TVG.

I have to admit…

I got completely rinsed by an underwear brand.

But the marketer in me couldn’t help but admire their genius.

Let me break down their $10M+ direct-to-consumer funnel so you can learn how to replicate their success.

The brand? NADS—an organic underwear company that’s crushing it in the DTC space.

Here’s how they’re doing it:

1. Speaking to a Clear Customer Demographic

Nads knows exactly who they’re targeting: health-conscious men in their 20s and 30s.

• Their messaging, branding, and product features are laser-focused on this niche audience.

• The takeaway? When you know your audience, you can speak directly to their needs and values.

2. Creating “Propaganda Advertising”

This brand takes a bold stance by making an “enemy”: traditional polyester underwear.

• They educate customers on why competitors’ products are bad for you—naming names like Calvin Klein and Hanes.

• Then, they position their 100% organic underwear as the solution.

• The result? Customers don’t just want their product—they believe in it.

3. Optimizing the Website for Higher Average Order Value (AOV)

Their website is a masterclass in upselling:

• Start with a single pair? They nudge you toward bundles: 3, 6, 8, or even 10+ pairs.

• I went in planning to try just 3 and ended up buying 8.

• The takeaway? A seamless upselling experience can significantly increase your revenue.

Why This Matters

If you want to build a 7- or 8-figure brand, study what the best are doing. Nads is a prime example of how knowing your audience, bold advertising, and optimizing AOV can transform a business.

Want More Insights?

Check out their funnel, explore their website, and see what you can learn for your own brand.

If you’re serious about scaling your e-commerce store, let’s talk. [Book a free strategy call here] and let’s craft your winning funnel.

Talk soon,

Patrick O’Driscoll

Co-Founder, The Visionary Group

P.S. They actually have great products—I can vouch for the comfort!