KNIX

Knix is a direct-to-consumer intimates brand for women and teens. Initially founded and bootstrapped 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 brand promise focusses on innovation rather than fashion.

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

FOUNDED
2013, Toronto
INITIAL INVESTMENT
Apr 2019
CATEGORY
DTC
FOUNDER
Joanna Griffiths

“We believe our products really do look beautiful on all body types, and we thought the best way to highlight this was to show how real women wore them. And, surprisingly, customers seemed to gravitate towards us because we were grittier and less polished than other brands. That’s when we realized that there was something more powerful going on than underwear: This brand could be part of a movement.”

– Joanna, Knix founder and CEO

As one of the first brands in the industry, Knix Wear casted real customers instead of professional models to display products online. And those customers, in turn, have shaped the design of Knix’s products.

“We want to inspire all women to live unapologetically free. So many of our innovations have come directly out of customer experiences. This approach means that we are never entirely sure what’s next for Knix, but that’s okay: We are excited about the adventure ahead.”

“We believe our products really do look beautiful on all body types, and we thought the best way to highlight this was to show how real women wore them. And, surprisingly, customers seemed to gravitate towards us because we were grittier and less polished than other brands. That’s when we realized that there was something more powerful going on than underwear: This brand could be part of a movement.”

– Joanna, Knix founder and CEO

As one of the first brands in the industry, Knix Wear casted real customers instead of professional models to display products online. And those customers, in turn, have shaped the design of Knix’s products.

“We want to inspire all women to live unapologetically free. So many of our innovations have come directly out of customer experiences. This approach means that we are never entirely sure what’s next for Knix, but that’s okay: We are excited about the adventure ahead.”