TORONTO, May 3, 2013 /CNW/ - Canadian start-up Knix Wear has launched
their revolutionary women's underwear brand with the world via the
crowdfunding platform Indiegogo. Knix Wear perfectly pairs high
performance fabrics with stylish designs and targets the estimated 1 in
3 women that experience the occasional "light leak", also known as Stress Incontinence. Each pair of
Knix Wear knickers features patented Fresh Fix TechnologyTM - an ultra-thin super absorbent gusset that wicks away moisture and
eliminates odor to keep women feeling fresh and dry all day long. Knix Wear aims to raise $40,000 over the next 30 days to help fund the
company's first production run.
Click here to view the campaign video and homepage. Or visit http://igg.me/at/knixwear
Just in time for Mother's Day, according to the National Association for
Continence in the US, 60% of women with Stress Incontinence first
experience symptoms during pregnancy. Knix Wear has designed their
collection with this group in mind, combining fashion, function and
fit. Knix Wear is much more than just an underwear brand - it's setting
out to redefine the women's underwear market and to address what has
been deemed one of the last remaining medical taboos.
"With the speed of technology, it seems like everything has evolved -
everything but underwear," said Knix Wear Founder and CEO, Joanna
Griffiths. "Our tagline, 'Changing underwear for good™', speaks to our
mission to set the new standard for women's underwear and provide women
with a product specifically designed with their bodies and needs in
Joanna first learned about stress incontinence via a conversation with
her mom, a doctor and mother of four. Having only seen unappealing
drugstore products, Joanna identified a gap in the market and the idea
for Knix Wear was born. In 2012, Joanna completed her MBA at INSEAD, a
leading business school in France, where Knix Wear won the 24th Annual INSEAD Business Venture Competition and the Women's Award for
Entrepreneurship. According to INSEAD's head of entrepreneurship, Paul
Kewene-Hite, it was the fastest judging decision he has witnessed
throughout his involvement in the competition.
Knix Wear consists of three lines designed to suit the lifestyle of
today's modern woman. Knix™ is the everyday basic, upgraded. Knixy™ is
an all-day lace collection that women can comfortably wear from morning
'til night, and FitKnix™ is the athletic line where the entire garment
wicks away sweat and odour. The collection was designed by a seasoned
lingerie designer, who has created collections for major brands
including Victoria Secret, Gap Body, and Nordstroms.
Indiegogo pledges start at $10. The entire Knix Wear collection is
available for pre-order via the Indiegogo Knix Wear page.
SOURCE: Knix Wear Inc.
For further information:
Marketing and Communications Director, Knix Wear
@knixwear on twitter