The Functional Revolution in Women's Underwear
Joanna Griffiths and the Problem Nobody Discussed (2013)
Joanna Griffiths was pursuing her MBA at INSEAD when she began researching a problem that affected millions of women but was almost never discussed publicly: urinary incontinence. One in three women experience some form of bladder leakage, yet the only available solutions were medical products — bulky pads that were uncomfortable and carried significant stigma.
Griffiths founded Knix in 2013 in Toronto, Canada, with a deceptively simple idea: underwear with built-in leakproof technology that looked and felt like regular, attractive underwear. No pads. No bulk. No compromise.
Leakproof Technology
Knix's core innovation was its proprietary Leakproof technology — a multi-layer fabric system integrated directly into the underwear's gusset. The system includes a moisture-wicking top layer, an absorbent middle layer, and a waterproof barrier — all thin enough to feel like normal underwear.
The technology was initially marketed for bladder leakage but quickly found a much larger audience: women who wanted period protection without separate products. Knix effectively created the "period underwear" category alongside brands like Thinx, but with a stronger focus on everyday wearability and aesthetic appeal.
Wireless Bras and the Comfort Movement
Knix expanded from underwear into bras, introducing wireless designs that provided genuine support without underwires. The "Evolution Bra" — a pullover style with no clasps, wires, or hooks — became the brand's hero product, appealing to women who had given up on finding a comfortable bra that actually worked.
The timing was perfect. The wireless bra trend was accelerating, driven by millennial and Gen Z consumers who prioritized comfort over traditional structure. Knix offered an alternative that did not sacrifice support for comfort — a combination that had previously seemed impossible.
Community and Crowdfunding
Knix built its early growth through community engagement and crowdfunding. A 2016 Kickstarter campaign for the Evolution Bra raised over $1.6 million, making it one of the most successful fashion campaigns in the platform's history. The campaign demonstrated not just demand for the product but the passionate community Knix had cultivated.
The brand's marketing centered on real women sharing real experiences — stories about leakage, period anxiety, and the frustration of uncomfortable bras. This vulnerability-first approach built trust and loyalty that traditional advertising could not match.
Growth and Acquisition
Knix grew rapidly through the late 2010s and early 2020s:
- Expanded into swimwear, activewear, and loungewear
- Opened physical retail stores across Canada
- Built a loyal customer base through a direct-to-consumer model
In 2022, Essity — the Swedish hygiene and health company — acquired Knix, validating the brand's position at the intersection of intimate apparel and functional health.
Impact
Knix's legacy extends beyond its products. The brand helped destigmatize conversations about bladder leakage and periods in mainstream media. It proved that functional innovation and attractive design are not mutually exclusive. And it demonstrated that solving real, uncomfortable problems — the ones nobody talks about — can build a beloved brand.