Knix made its name in women’s intimates and grew the Canadian brand through a focus on inclusive sizing, diversity and championing women’s issues.Kellyann Petry/The Globe and Mail
This week, Canadian underwear brand Knix unveiled its first men’s line, MNTD.
Knix made its name in women’s intimates, launching with leak-proof underwear in 2013 – a category the Toronto-based company helped create – and grew the brand through a focus on inclusive sizing, diversity and championing women’s issues. That includes ads centred on fertility and perimenopause, viral photoshoots with mature models and the launch of an activewear line in partnership with model and size-inclusivity advocate Ashley Graham.
Founder Joanna Griffiths sold a majority stake of Knix to Swedish health and hygiene company Essity in 2022. The $410-million deal has seen the brand expand its footprint globally, including the opening earlier this year of Knix’s first U.S. retail location in Manhattan.
Knix’s new men’s line features basics such as underwear, socks and T-shirts.Knix/Supplied
All of this raises the question: With a mega-successful brand focused on women’s products, why try to sell underwear to men?
In a press release, Griffiths gave some expected answers. The company’s decade-plus in the industry has made Knix an expert in comfort and innovation. Fans of the brand have supposedly been asking for an expansion into men’s apparel. But perhaps the biggest reason is explained with a quote from its founder.
“With 72 per cent of women purchasing underwear for the men in their lives … we are launching MNTD just in time for the holiday season,” Griffiths said in a press release. If that number is accurate, women who already shop at Knix might be inclined to pick up boxers and basics for their boyfriends, partners and other loved ones.
I received a number of MNTD products before the launch (the name is inspired by the idea of being in mint condition). The lineup features men’s basics including underwear, socks and T-shirts. A pair of underwear retails for $26 to $30, depending on the style. Boxer briefs and trunks come in cotton modal, organic cotton and “active” materials.
The T-shirts range in price from $48 to $55 each.Knix/Supplied
MNTD sits at a slightly lower price point than other premium competitors. Canadian company Saxx’s Vibe Xtra Soft Comfort underwear costs $37, similar to in-vogue athletic brand Alo’s offering at $38. Quality wise, MNTD seems to be in the same ballpark, though after a day of wear I found its boxer briefs to be slightly less breathable than the aforementioned brands.
For the founders of Knix, Cozey and Three Ships, best business practices have always meant staying Canadian
MNTD’s Best Damn Tees are made with “Mint Condition Tech,” which is billed as a breathable fabric with odour protection. The shirts feel durable with a bit of stretch, though they’re not particularly soft – something closer to a performance T-shirt for the gym than an everyday staple (the company also offers a line of activewear). The regular fit ran longer than I usually wear my shirts, falling well below my waist, with a slightly fitted sleeve. The $48 to $55 price tag is a small investment for a basic.
Knix’s Canadian-designed, made-in-China T-shirts are comparable in price to fellow Canuck brand Duer, which offers a Pima cotton blend touting similar breathability that’s softer and has a more flattering fit. But there are also a number of more affordable options out there. A two-pack of Hane’s Beefy-T Men’s T-Shirts rings in at about $25.
MNTD is offering well-made basics for men in a market saturated with well-made basics. By making the jump into men’s wear, in the footsteps of other women’s brands such as Skims, Knix is betting that an association with an established name will help differentiate it from the pack.
