Knix

Created by women for women of all kinds of sizes, shapes and ages

Knix is an inclusive direct-to-consumer intimates brand for women and teens. Initially founded and bootstrapped by Joanna Griffiths as a wholesale model, the startup went all digital and DTC in 2016. By focusing on go-to essentials, authentic marketing and product development to solve real-life issues, the inclusive brand is globally recognized as an innovator and disrupter within the apparel space. In 2022, three years since the initital investment, Knix was acquired by global hygiene and health company Essity.