Knix, pioneering maker of women's underwear, branches out with new men's line [Globe and Mail, The (Toronto, Canada)]
Under Armour, Inc. Class C (UA)
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Source: Globe and Mail, The
Since its founding in 2013, apparel maker Knix Wear Inc. has built its brand by focusing squarely on women – helping to pioneer the burgeoning category of leak-proof underwear, and launching campaigns to talk frankly about issues such as fertility, perimenopause and aging. Now, the Toronto-based retailer is branching out with men's products for the first time. This week, the company is announcing the launch of MNTD, a line of men's underwear, shirts and socks. “It is outside of my comfort zone, because I tend to wear-test every product we make at Knix. I can't do that here,” said founder Joanna Griffiths. The company does have experience in the space, however. Since Swedish hygiene-products giant Essity bought a majority stake in 2022, Knix has helped Essity with developing new products, including men's incontinence underwear for its Tena brand. “We looked at it and thought, there's something here,” she said. “We could make great men's products.” Open this photo in gallery:
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