Home / Hot New Label Knix Wear: Yes, Incontinence Can Be Sexy Too
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You know you’re onto something good when people are willing to pay for your product, sight unseen, based on the idea alone.

That’s the unique situation facing Knix Wear, a new fashion underwear line out of Toronto.

Knix won’t actually launch its debut line until next month, but it’s already generating a lot more than just buzz: over 150 future customers have contributed $16,000 so far toward Knix’s Indiegogo.com crowdfunding campaign that kicked off two weeks ago. The company is hoping to raise $40,000 by June 1 to pay for the manufacturing costs of that first collection.

In return, Knix’s early adopters will be the first to try out its patented collection of multi-tasking ‘solutions’ garments: leak-proof, odor-resistant undies with a fashion edge.

With a killer brand name and an inspiring trademarked slogan — ‘Changing Underwear For Good‘ — Knix will be the newest player in an emerging market niche aimed at helping women deal with messy situations like incontinence, leaky periods and sweating. (We wrote about another brand in this category, Dear Kate, last year.)

Knix takes the concept of underwear ‘solutions’ to a new level with three product lines: a basic, everyday collection called Knix, the luxury fashion line Knixy, and a high-tech sports line aimed at the gym and yoga crowd called FitKnix.

“A lot of things have evolved with technology, but we felt underwear hadn’t,” Knix founder Joanna Griffiths told Lingerie Talk. “We want to give women solutions to make every day easier.”

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Knix is aimed primarily at the estimated 20 million women in North America who experience incontinence and bladder control problems. But there’s an even bigger audience that could involve as many as one in three women over 20: anyone who experiences stress incontinence — occasional leaking triggered by coughing, sneezing, laughing or any activity that puts sudden pressure on the bladder.

Griffiths, a 29-year-old bride-to-be, learned about stress incontinence four years ago from her mother, a doctor with four children.

After working in marketing an PR throughout her 20s for the CBC, Universal Music and the Toronto International Film Festival, Griffiths headed to Paris in 2011 to do an MBA at INSEAD. The business concept for Knix evolved from her studies and helped her win the school’s $20,000 women’s entrepreneur prize in 2012.

Although incontinence is often associated with aging, Griffiths’ research showed otherwise. She spent the better part of a year reading medical journals, talking with the National Association for Continence, and reaching out to urologists and gynecologists.

“The reality is that it affects new moms, women who work out, and there’s a correlation with menopause,” she said. And most women, embarrassed by the problem, suffer in silence.

“So many women don’t talk about it. Only one in 12 have the courage to talk to a doctor and by then they’ve been dealing with it for 5 or 10 years.”

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Most products on the market to help women cope are aimed at people 65-and-over, for whom incontinence can be a chronic problem often requiring surgical treatment.

In developing Knix, Griffiths was aiming for an everyday product that wouldn’t look out of place in any women’s lingerie drawer. That meant sleek silhouettes and fashion-sensitive materials; it also meant hiring Kris Goojha, a veteran New York lingerie designer who had worked for such brands as Nordstrom and Victoria’s Secret.

“Even if you are dealing with incontinence, women still want to feel beautiful, they want to feel sexy, they want to feel comfortable,” she said.

From a technology standpoint, Knix products combine an absorption layer and a moisture-wicking layer that are heat-sealed around the edges, along with 100% cotton gusset. Antimicrobial silver threading helps eliminate odors and offers a natural alternative to chemical fabric treatments.

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Knix will ship orders from its Indiegogo pre-sale in July and launch its e-commerce store on June 1.

Once the first inventory has arrived, Griffiths and her team begin working on new product lines and reaching out to midwives, pelvic floor physiotherapists and other professionals who routinely encounter women dealing with incontinence. The company also hopes to place its products in fitness boutiques, yoga studios and maternity shops, and has designed attractive, compact packaging to make it easy for retailers to showcase the brand.

Posted in Lingerie News

2 Responses to “Hot New Label Knix Wear: Yes, Incontinence Can Be Sexy Too”

  1. Lisa Romo says:

    Why didn’t I think of that? I would be shocked if this was not an immediate and resounding success! A product a lot of women can use, it is sexy and practical so I am not surprised a lot of people are supporting it before it is even in production.

  2. Lydia says:

    So much better to be able to talk openly about this subject, something that happens to so many women & in the past was considered taboo to discuss.

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