We can’t technically go as far as saying that everybody wears underwear – you know who you are – but we can safely say that drawers, panties and underthings are fairly ubiquitous. Just ask Hanes, Boxer, Playtex, Calvin Klein or Victoria’s Secret whether it’s a profitable space.
A new, would-be player is taking the plunge and looking to crowdfund her underwear company, Knix Wear, which takes a slightly novel approach to the market for ladies’ intimates. Joanna Griffiths is marketing specifically to women who may suffer from what is, apparently, termed “stress incontinence.” New mothers and other ladies (or people in general, I’m assuming) can experience minor moments of incontinence when they laugh, sneeze or are doing other physical activities. To counter this, Griffiths’ apparel designs are absorbent and anti-microbial, but look no different from other underwear.
Griffiths intends to raise about $40,000 Canadian through Indiegogo.com’s crowdfunding platform and, as of 2 p.m. EST May 29, she’s got over half of that sum.
The money she raises will go towards funding her first batch of undies for market.
We believe it’s time our underwear did more, that’s why we’re changing it for good,” Griffiths said in her promotional YouTube video (below).
Knix Wear is not the only new player in the skivvy-game. Last year MeUndies started up, producing mens and womens underthings, manufactured in Los Angeles and Turkey and shipping out online orders. Also, new company SpeakEasy offers mens briefs with a secret pocket located in the crotch (for some reason).
