Founder Spotlight With Siyen Bindels, Paxsies
Photo Credit: Paxsies
Siyen Bindels is the Founder of Paxsies, a gender-affirming apparel brand dedicated to creating packing boxers, chest binders, and tucking underwear. Launched in 2019, Paxsies is on a mission to create high quality underwear that makes people feel comfortable and complete in their own skin. With a deep commitment to inclusivity, Paxsies is shaping a world where everyone, regardless of their identity, feels both welcomed and authentically represented.
During our interview, Siyen shared how he came up with the idea behind Paxsies while living in Argentina and one piece of advice he has for future LGBTQ+ entrepreneurs. Siyen also talks about his core value of helping others and how he has seamlessly integrated this principle into his brand.
Let’s jump right in!
What inspired Paxsies and how did you get started?
In 2017, I started my first e-commerce store which was focused on fitness apparel but I soon realized that I wanted to build something more impactful and closer to my heart. One product that I knew was needed but missing from the market was packing boxers with a foam packer included in the underwear. Something that was light, comfortable, and easy to wear in all situations — sports, swimming, etc. So that’s how the idea behind Paxsies came alive. We tested the market first with a Kickstarter campaign in 2019. Then after we raised our goal we started to sell online in December 2019.
What does your creative process look like when working on a new product?
When I came up with the idea of packing boxers with a foam packer I was living in Buenos Aires, Argentina. I remember walking over to the markets, buying foam and underwear, and trying to figure out if this would be comfortable. That’s when I created my first pair of boxers with the foam! I was so excited about the idea.
Also, I don’t have a background in design but I have always liked neutral colors, clean designs, and nothing too flashy. Occasionally we work with designers but usually I create all of the designs myself and then we test out each product to see if there’s room for improvement. We also listen to our customers and ask them to help with names for our boxers, designs, or ways they think we can improve the products themselves.
Photo Credit: Paxsies
What is one challenge you have faced as the Founder of Paxsies and how did you navigate it?
One of the first challenges was having the right amount of stock. At first I thought I needed to order as much stock as possible. The problem there was having enough money upfront to pay for everything. We solved this by asking friends and family for help, and they invested in Paxsies, which was great!
Three years later, I was talking with a friend who works in loan management and he recommended having less stock and more cash flow. So I’m currently updating our system and mainly ordering the sizes and colors that sell the most which has definitely made things more streamlined.
What is your long-term vision for Paxsies?
The long-term vision is to be an all-inclusive brand. We want to be inclusive in sizes, products, models, and so on. We also want to have quality products for an affordable price that ship as soon as possible. That way customers have easy and quick access to our packing boxers and other products.
If you could give one piece of advice to future LGBTQ+ entrepreneurs, what would it be?
Just do it! Nike was the first brand to say this, of course, but for entrepreneurship it’s the golden rule. A lot of people have shared their business ideas with me and asked for my advice — and the main reason they haven’t started (yet) is because they’re nervous to jump in. Of course, look at that market to see if your idea already exists. If it does, identify how you can make it unique.
“Entrepreneurship is all about starting, making mistakes, starting over again, and not being afraid to do so.”
Another thing I want to mention is that you don’t need a lot of cash or knowledge. You can start with baby steps, learn about marketing, spend a bit on ads, and gradually progress. That’s how I did it myself.
What LGBTQ+ owned brands are your go-to's and why?
I love TomboyX. They have amazing branding, a great vision, and have built a really strong team. I believe Fran Dunaway and Naomi Gonzalez, the founders, had a lot of experience before starting TomboyX and you can see they got it right from the very beginning.
Photo Credit: Paxsies
Can you tell us about one of your core values and how you have applied that to Paxsies?
One of my core values is helping other people. When I had the idea of packing boxers I was convinced other people needed them just as badly as I did. One story that comes to mind is when we sent our product to a YouTuber and the video he created about our packing boxers was really expressive and fun. He was really excited about the product and
“It’s always nice to hear consumers say this is something they’ve always wanted or could never find.”
How do you take care of yourself, especially during this moment in history (a record number of anti-LGBTQ+ bills being passed / an increase in violence against our community)?
That’s a good question. I think it’s very sad that inequality still exists and that people are unfairly judged by how they were born or what they decide to do with their lives. I really don’t understand why it’s so hard to let everybody just be themselves. But to answer the question, with Paxsies we try to bring attention to and highlight some of these topics. For example, we wrote a blog post on the anti-trans documentary, "What is a Woman” and challenged key arguments that were highlighted throughout the film. Besides that, I always try to take care of myself and focus on the positive things in my life.
Who is your favorite LGBTQ+ celebrity and why?
I really like models Benjamin Melzer and Loiza Lamers. I appreciate how confident and happy Benjamin Melzer is in his body which I think sometimes can be difficult for trans men and women. Loiza Lamers won Holland’s next top model in the Netherlands and is the first trans winner of the entire Top Model series. She’s doing such a great job for all trans women as a public figure who is being her authentic self.
Share one fun or unusual fact about yourself.
I love to play sports and still sometimes have this wild dream where I see myself playing at Wimbledon.
