Canadian intimates brand Knix launches first store in Vancouver

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      Toronto-based intimates brand Knix was founded by Joanna Griffiths in 2013, after she learned an overwhelming percentage of women experience leaks during their period.

      An initial crowd-funding launch proved to be highly successful for the start-up, because other women resonated with the sentiment of being able to wear comfortable, inclusive, and worry-free intimates that could make them feel beautiful and confident.

      “I spent about two years working on the concept,” Griffiths told the Straight in an interview at Vancouver’s new Knix store located at 2076 West 4th Avenue. “Through that process, I interviewed a couple hundred women and basically discovered that women were looking for better intimate apparel products as a whole.”

      Knix’s Vancouver store opening was its first brick-and-mortar location, closely followed by a sister establishment in Toronto.

      The intimates brand features products like leakproof underwear and wireless bras.
      Tammy Kwan

      The minimalistic space features original murals done by Toronto-based multidisciplinary artist, Leia Bryans. Customers will be able to shop through a variety of Knix’s collections, including its signature leakproof underwear, wireless bras and tops, essential underwear, and postpartum—think pieces like a hands-free pumping bra and leakproof nursing bra.

      The undergarments are made with materials like carbon cotton and waterproof membranes, which target breathability and absorption.

      Griffiths has a design team who understands that in addition to comfort and functionality, women are also looking for appealing aesthetics. Its current colour palette features hues like nude, black, dusty rose, plum, and leopard prints.

      Its newest products are loungewear items, such as navy sleep set and cozy lounge pants.

      “We're excited to be here. I think it's a really great opportunity for women to come in touch and feel the products,” explained Griffiths. “I do like how much of a safe environment it is, where we encourage them to feel comfortable and confident exactly as they are, which is all about our brand ethos.”

      Joanna Griffiths founded Knix in 2013, and has expanded its range of offerings over the years.
      Tammy Kwan
      Follow Tammy Kwan on Twitter @ch0c0tam and Instagram @ch0c0tam.

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