Toronto-based intimates brand Knix, known for redefining women’s underwear and activewear through innovation and inclusivity, has announced an expansion into men’s essentials with the launch of MNTD. The new line aims to deliver the same elevated comfort and performance-driven design that have made Knix popular, introducing a collection that “gives men that fresh out of the shower feeling all day long.”
Since its founding in 2013 by Joanna Griffiths, Knix has reimagined what comfort and confidence look like in women’s apparel. The company says that its commitment to innovation and function-first design now extends to men’s essentials with the introduction of MNTD.
“For the past 12 years, Knix has been redefining what comfort and innovation look like in women’s intimates and following years of requests and prototyping we saw a clear opportunity to bring that same revolution to men’s,” said Griffiths, Founder and President of Knix. “Men deserve products that look great, feel great and keep them feeling their best all day long. With 72% of women purchasing underwear for the men in their lives, and the incredible power of the Knix community, we are launching MNTD just in time for the holiday season.”
The debut of MNTD marks Knix’s first formal entry into the men’s category, drawing on more than a decade of technical fabric development, body-first design, and consumer insight.
Redefining Men’s Essentials: Comfort Meets Performance
MNTD introduces a collection that merges premium design with practical innovation. The lineup includes boxers, T-shirts, long sleeve tops, and socks, all designed to deliver superior comfort and performance throughout the day. Prices start at $22 CAD/USD per pair of boxers when purchased in bundles, with tees retailing at $50 CAD/USD.
According to Kate Rothschild, General Manager of Men’s at Knix, the new brand was born from an identified “innovation gap” in the men’s essentials market. “After over a decade of reimagining comfort and innovation in women’s intimates, and fostering the growth of our incredible community of women at Knix, the launch of a men’s brand was a natural next step,” she said. “We identified an innovation gap within the category that we are uniquely positioned to fill, creating products that offer men that fresh out of the shower feeling all day long.”
Introducing Mint Condition and Pristine Pouch Technologies
At the core of the Knix MNTD men’s essentials line are two proprietary innovations designed to redefine comfort: Mint Condition™ Anti-Odor Technology and the Pristine Pouch™.
Mint Condition Technology integrates temperature regulation, moisture-wicking, and anti-odour features within ultra-soft, breathable fabrics. “Our Mint Condition Technology is a proprietary breathable, quick-drying fabric that delivers adaptive temperature regulation to keep you cool, while anti-odour technology keeps you smelling and feeling fresh all day,” explained Rothschild.
The Pristine Pouch is another first-of-its-kind feature developed by Knix’s design team. It prevents moisture buildup, eliminates ride-up, and maintains a consistent, comfortable fit throughout the day. Rothschild added, “Our Pristine Pouch is a first-of-its-kind design that keeps you dry and comfortable while preventing moisture from showing through.”
A specialized version, the Pristine Pouch Plus™, debuts in MNTD’s Buffer Boxer style, which can wick away up to three teaspoons of moisture, offering all-day dryness without bulk.
Designed, Tested, and Perfected by Real Users
Knix applied its established approach of wear testing and community-driven design to MNTD’s product development. The collection underwent more than 255 hours of testing with feedback from Knix’s extended network of men, including partners, colleagues, and friends, to ensure comfort and performance across all sizes.
“We’ve fit and wear tested each product on every size that we make,” said Rothschild. “The result is underwear and tees that don’t sag, bunch, or ride up, just fresher basics made to move with you all day long.”
The product line is available in a variety of cuts, colours, and sizes ranging from S to XXL, designed to accommodate a wide range of body types and lifestyles.
A Fresh Brand Identity for a New Market
The MNTD men’s brand stands as a distinct identity within the company’s portfolio. “It was important for us to create a distinctly male brand that looks and feels completely different than Knix as they are two separate entities,” said Rothschild. “While the two have commonalities with product innovation and development, we know that the target customer is unique to each brand.”
MNTD will operate under its own website, wearmntd.com, and social media channels under @wearemntd, emphasizing a clean, confident, and elevated aesthetic aimed at the modern man.
MNTD officially launched on Tuesday, November 11, and is available through wearmntd.com, Knix.com, and all Knix retail stores. The timing aligns with Knix’s broader retail expansion strategy, following the opening of its first New York City flagship at 242 Lafayette Street in SoHo earlier this year.
Knix plans further retail growth across North America through 2025 and 2026, signaling confidence in its ability to expand across gender and geography.
“MNTD will be available for purchase on wearMNTD.com and will have an initial presence inside all Knix retail locations,” said Rothschild. “In early December, full inventory will roll out in stores and be available for purchase from an in-real-life retail standpoint.”
E-commerce plays a pivotal role in the launch strategy, reinforcing Knix’s direct-to-consumer roots. “As much as MNTD is a part of the Knix family, it was important to us that MNTD is firmly established as its own brand,” Rothschild explained. “This will give us broader reach as we expand our customer presence across North America.”
Targeting the Active and Style-Conscious Man
The Knix MNTD men’s essentials line aims to serve a broad audience, from athletes seeking high-performance fabrics to professionals looking for premium basics. “MNTD is designed for the active, everyday man on-the-go,” said Rothschild. “We’re confident this first collection will appeal to a wide range of lifestyles: from the everyday athlete who values performance fabrics and no-chafe basics, to the professional minimalist who is looking for premium basics that look and feel superior.”
Interestingly, Knix expects women to play a major role in introducing the brand to consumers. “Studies show that 72% of women are already purchasing underwear for the men in their lives,” said Rothschild. “We have no doubt that our Knix community will play a role in word-of-mouth awareness, brand referral, and trial.”
Knix’s Broader Growth Vision
The launch of MNTD comes as Knix continues its trajectory from digital disruptor to established omnichannel leader. Since pivoting to a DTC model in 2016, Knix has expanded across Canada and the United States with both online and physical retail stores, maintaining its core values of inclusivity and innovation.
“This launch is a big step in Knix’s next chapter,” said Rothschild. “We know the same comfort, innovation, and confidence that our community loves are just as relevant for men. Expanding into this space with the launch of the MNTD brand lets us reach new customers while staying true to what Knix does best, reimagining everyday essentials that help people feel good in their own skin.”
Knix’s expansion into men’s apparel aligns with a growing trend among DTC brands diversifying their product portfolios to capture broader lifestyle markets.
Looking ahead, Knix plans to evolve MNTD through customer engagement and feedback. “We’re excited to introduce MNTD to the market and see how customers connect with the brand and experience the product,” said Rothschild. “We’re always eager to hear directly from them — what they’re looking for in their everyday essentials, their product feedback, and the new categories they want us to explore next.”
While no immediate plans for standalone MNTD stores have been confirmed, the company remains open to the possibility as the brand grows. “Knix stores have proven as a great way to engage with our customer in real life, so while there are no plans on the immediate horizon, we’re always listening, adapting and finding the best ways to meet our customers where they are. Never say never,” Rothschild said.
Good to see more Canadian options for men. Not sure the name was the best choice.