Camel no

A women’s performance underwear brand delivers comfort, style and a solution to a common clothing challenge

UGH, THE DREADED camel toe. If you’re a woman you can likely relate to Jen Govier’s reaction when she caught a glimpse of herself in the mirror at the gym one day. That experience led her on a quest to find the right underwear/insert to eliminate camel toe sightings.

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And that search, which started in 2016 with her self-described “wardrobe malfunction” at the gym, eventually led to the creation of HUX (Helpful Underwear Extreme) performance underwear.
“It took 30-plus prototypes and extensive testing with real women across different body types and activity levels before we ever sold a single pair. Every iteration refined the design until it truly worked,” says Govier.

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She officially launched HUX in 2020, and that year won TechAlliance Limitless People’s Choice Award, which honours a standout entrepreneur in the innovation space. 

HUX products feature an innovative bamboo charcoal gusset which is moisture wicking, anti-odour, environmentally friendly and, of course, designed to cover camel toe. The target customer is the active, busy and quality-driven woman, says Govier. “She works out, travels, works long shifts or simply wants to move through her day without distraction. She values comfort, confidence and products that actually perform without thinking about what she’s wearing underneath.”

Initial sales and steady growth over the first five years were driven primarily by word of mouth. Govier also intentionally partnered with different organizations to promote HUX, providing preferential pricing to staff and members of GoodLife Fitness and other fitness/wellness brands across Canada.

“We sell across North America, shipping throughout Canada and the United States, with organic orders coming from Singapore, Hong Kong, Australia, Hawaii, Cambodia, Dubai and the UK. While recent U.S. tariffs initially slowed momentum, we continue to see steady and repeat demand from American customers,” she says.  “In January 2025, after establishing proof of concept, strong customer demand and repeat purchase behavior, I left my full-time corporate role to focus on HUX full-time.”

The day Govier handed in her resignation was also the day the first public ‘HUX Flash’ aired on Citytv’s Breakfast Television during a ‘Fashion Friday’ episode. One of the models on the show was wearing HUX and touted the underwear’s comfort and fit, noting that it didn’t shift and clothes lay properly. Then she pulled the side of her pants down to flash the HUX logo — an early cultural moment for the brand, says Govier.

“From there, it caught on organically,” she says, with HUX wearers now regularly sharing their own #HUXFlash on social media “as a quiet signal of confidence.” The brand also gained traction when Jully Black named HUX as one of her favourite Canadian brands on Global TV’s The Morning Show, and when WWE Hall of Famer Trish Stratus helped launch the HUX 2.0 collection.

Closer to home, competitive youth volleyball players have embraced HUX, says Govier. “Parents are willing to pay a premium price,” and some teams have used HUX for fundraisers, with a percentage of sales going back to the team. Govier continues to seek out community and corporate partners, using occasional on-site and pop-up events to raise brand awareness and augment online and boutique retail sales.

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To date, Govier and her spouse have invested over $300,000 of their own money in the business, and while she misses the steady paycheque and bonuses of her corporate days, she is happy with her decision. “When you bet on yourself, go all in,” she says. Kym Wolfe