#37 - SAXX Fashion Show

SAXX STORY CONTINUED

This week’s story goes back to a simple but fun moment: pulling together a fashion show that helped turn a small idea into something people started to notice.

Alongside that, we are sharing a few new resources and updates from The Fountain.

Agenda:

⏳ Estimated Read Time: 5.5 minutes (of packed jewels)

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In the earliest days of SAXX, there was no team, no distribution network, no marketing budget.

It was just me, a few boxes of underwear stacked in my student apartment, and a dream.

If you remember where we left off in the story, we had sold the first 200 pairs, which left about $10,000 in the bank.

That money felt huge at the time, but it wasn’t security. It was fuel, and I knew it wouldn’t last long unless I kept turning it over.

So the hustle continued.

As I was building the brand one conversation at a time, I knew I needed something bigger.

There was no social media back then so what I needed was proof, photos and content that could live beyond the moment and make people believe SAXX was more than just a student side hustle.

The idea I landed on was a fashion show at a nightclub in London, Ontario.

I tracked down a local promoter and pitched him: he would get a free event that would pack the club, and I would get the stage, the crowd and the buzz. He agreed, now I had to figure out how to run a fashion show.

For models, I leaned on the guys I knew best—my hockey teammates. They were ripped, confident, and willing to do something a little outrageous.

The hook that sealed the deal was simple: they wouldn’t be alone on stage, there would also be girl models walking beside them. That was enough.

Suddenly my teammates were underwear models, and the stage was set.

Hockey guys in SAXX, music blasting, pretty girls walking beside them, and a student crowd that wanted to see what was going on. The mix of curiosity, fun, and spectacle was exactly what we needed.

The night of the fashion show, the energy was electric. Students from Western and Fanshawe poured into the nightclub.

When the last song ended and the lights came up, I stepped outside. The nightclub sign above me read SAXX Fashion Show. A friend snapped a photo of me standing beneath it at two in the morning. (We’re still looking for that photo)

It felt like my Jeff Bezos spray painted Amazon sign.

We sold a pile of underwear that night, made money on tickets, had an amazing night, and now had enough to fund the next production run. I walked home down Dundas Street tired, wired, and full of belief.

That show became one of my first big lessons in business.

A great event is not just a party. It has to deliver on multiple levels. From that night I built a simple equation I’ve carried with me ever since:

Most people throw events that look good on the surface but don’t move product.

That night taught me events need to do both. They need to sell and they need to spark.

The nightclub show created a small ripple across London.

Students at Western and Fanshawe started hearing about SAXX. The promoter made money, the club sold drinks, and I had content that would carry the brand forward. It was a win for everyone involved.

Looking back now, I can see how much of that playbook came from my time at Labatt, before starting my MBA.

Working festivals and events taught me how to structure deals so everyone benefited, how to partner with promoters, and how to measure success not just in attention but in volume.

Those lessons became the backbone of SAXX, then Kitsch Wines, and even the Fountain today.

It is easy to look back now and see a global brand. But it all started with a duffel bag of underwear, a few hallway hustles, and a nightclub fashion show that turned an idea into a real company for hundreds of people.

10 FREE Things that I try to Enjoy Every Day

Life’s joys are lived not purchased - may your list be long and simple 💘🙏.

Ria xo

Cuz on Joe Rogan!

You might know my cousin Taylor Kitsch from leading roles in Friday Night Lights, Wacco, and the current #1 Netflix series Terminal List Dark Wolf. Not only is he a super hard working and talented actor, but he’s also undertaking an incredible project in Montana called Howlers Ridge, a nonprofit that will offer nature-based healing retreats and programs to support trauma recovery and resilience.

You can hear all about his journey (acting, hunting, family, etc) on his latest interview with Joe Rogan (congrats cuz!):

We want The Fountain to feel like a conversation, not a broadcast. That is why we are opening up a new section: Ask Us Anything.

Wondering about culture, hiring, fundraising, or even the little tools that make running a company easier? Send it our way.

We love reading your comments and questions and hope to continue it even as we grow - asking a cool question might even a published answer in a future edition of The Fountain.

👉 Just hit reply or click here and ask us a question!

We’ve talked a lot about hiring in the past so wanted to share something helpful with you.

Over the years, we have written and refined many employee handbooks. Each one taught us what worked, what got ignored, and how clarity shapes culture.

We took all of those lessons and combined them into one streamlined Employee Handbook Template. It is simple, customizable, and completely free.

Inside you will find:

Think of it as a starting point you can make your own. Use it to save hours of work and give your team the clarity they deserve from day one.

Or use this link.

We hope this helps you build with more confidence and focus.

~ Trent