Knix

So here's the thing about Knix-it's basically the brand that looked at the entire intimate apparel industry and said, "Yeah, we're gonna do this completely differently." And honestly? They kind of nailed it.

Founded by Joanna Griffiths to radically transform the intimates industry, frustrated by the lack of innovation in underwear-especially for people dealing with leaks-she invented leakproof underwear and pioneered a new product category. But what makes Knix interesting isn't just the tech (though we'll get to that). It's how they completely flipped the script on marketing to women.

Think about traditional lingerie ads for a second. Airbrushed models, perfect lighting, bodies that look nothing like, well, most bodies. Knix was like, "Nah." As of July 2025, Knix has approximately 319 employees and reached $75M in annual revenue. Not bad for a company that started by basically saying the emperor has no clothes-or rather, that everyone should see the clothes on actual people.

The leakproof technology is legit impressive. They make wireless bras, period proof underwear, sports bras, loungewear and more, designed with your comfort in mind. And they're not just talking about periods-they're addressing incontinence, postpartum life, all the stuff that happens to bodies that nobody really wanted to discuss in polite company. Notice how they've managed to build an entire business around solving problems that were always there but somehow never got the innovation they deserved?

Knix is actively opening new retail locations and pop-up stores across Toronto, and has shops on Queen Street and in Sherway Gardens in Toronto, with a new pop-up location in Yorkdale Mall. They've also expanded into the U.S. market with locations in New York and California. The retail expansion makes sense-sometimes you really do need to try on a bra in person, leakproof or not.

What's kind of fascinating is their whole approach to product development. They actually test products on every size they make, which sounds obvious but apparently isn't standard in the industry. That attention to detail shows up in customer loyalty-they reach over 3 million customers through their online stores, Knix retail locations across North America and channels such as wholesale and Amazon.

The brand's also branched out with KT by Knix, a teen line that's making periods less awkward for the next generation. Because if there's one demographic that could use some innovation in this space, it's teenagers dealing with their first periods while trying to survive gym class.

Knix took a category that hadn't changed much in decades and actually innovated. They made products people needed, marketed them like humans, and built a community around it. Sometimes disruption isn't about reinventing the wheel-it's about finally making underwear that actually works.