TORONTO, May 3, 2013 /PRNewswire/ - 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.
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 mind."
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.