Study by Women's Underwear Brand Knix Wear Reveals the Words Women Hate the Most

Moist, Squirt and Panties Top the List of 500 Women Surveyed

TORONTO, July 30, 2015 /CNW/ - Women's Underwear start up Knix Wear released the results of their study of women's most Uncomfortable Words. The brand, known for creating moisture wicking underwear with leak resistant and deodorizing technology, initiated the study based on customer feedback regarding the polarizing words, moist and panties.

Knix Wear worked with linguistics expert, Mark Liberman from the University of Pennsylvania, to determine what everyday words make women cringe. The concept known as word aversion is the feeling of intense, irrational distaste for the sound or sight of a particular word or phrase. After interviewing 500 women from across North America, the study identified 40 uncomfortable words, but there were six that rose above the rest.

In the candid video "Uncomfortable Words" Knix Wear captures a group of real women discussing what exactly about these words make them uncomfortable. Societal connotations, sexual undertones or even the way the words roll off your tongue were all deemed as potential culprits.

Based on the study results, women's six most uncomfortable words are:

  1. Moist (77%)
  2. Squirt (68%)
  3. Panties (54%)
  4. Chunky (40%)
  5. Curd (23%)
  6. Flap (225%)

* Percentage of women who found the word uncomfortable or intolerable.

"We had an overwhelming response to our survey, receiving over 500 responses within 24 hours," said Joanna Griffiths, Chief Knixpert at Knix Wear. "Clearly this is a topic that women want to talk about and as someone who has always hated the words moist and panties, it was easy for me to see why!"

The full results of the study are available on the company's website The brand is encouraging women to share their uncomfortable words via social media with the hashtag #WorstWords.

About Knix Wear:

Knix Wear is an active intimates brand based in Toronto designed to Knix the bad and make the good even better. Knix Wear launched in May of 2013 with a line of leak proof and absorbent underwear inspired by the 1 in 3 women who experience the occasional light leak.  Their growing product line is now sold in over 300 retailers across Canada and the US and online at

Source: Uncomfortable Words study by Knix Wear. 500 Women ages 25 to 50 from US and Canada.

Facebook @knixwear
Instagram @knixwear
Twitter @knixwear

SOURCE Knix Wear Inc.

Video with caption: "Video: We surveyed 500 women to find out their #worstwords. It's called word aversion and explains why words like MOIST can make us cringe. What words do you hate? ". Video available at:

For further information: Ryah Kazman, PR & Community Manager, Knix Wear,, 647-780-4788,


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