Headed by Chief “Nixpert” Joanna Griffiths, a graduate of INSEAD’s MBA program, Knix Wear’s first indiegogo campaign generated $60,450 CAD, 50% over their goal, and helped launch their successful seamless Knix and lacy Knixy lingerie lines.
Toronto based Knix Wear’s latest indiegogo campaign effectively launches their new athletic underwear line FitKnix. One day into their campaign the project was 1/3 of the way funded to their goal.
“With all of the advancements in performance apparel, why has our underwear remained the same? In January of 2014, lycra and Canadian high-tech women’s underwear brand, Knix Wear, set out to understand where existing underwear options are missing the mark.”
Their research shows over 90% of women polled are dissatisfied with their current underwear and 80% of women polled have had their underwear “interrupt” a workout. FitKnix aims to eliminate such distractions.
Knix Wear’s mission strives “to create high-tech, multi-functioning underwear that does more.” Collaborating with the lycra brand team and with experienced underwear designers from Victoria’s Secret, GAP Body and Nordstrom, FitKnix’s prospects look very favorable.
Hudson’s Bay Company, owners Lord & Taylor, Saks Fifth Avenue, Home Outfitters and Hudson’s Bay, placed an 18-store pre-order after Knix Wear’s first indiegogo campaign, becoming Knix Wear’s first retail partner. Knix Wear is currently available at select Hudson’s Bay Canadian locations, in select US Equinox retail shops, in addition to other North American specialty boutiques and online.
Knix Wear is offering rewards for their flexible funding campaign starting at $20 CAD. Shipping is scheduled for May 2014.
Erin Hobey taught college literature and writing for several years. She currently serves on the board at Hopewell, a therapeutic farm community in Cleveland. She graduated from Brown, was a Bosch Fellow in eastern Germany, and then earned her MA from Dartmouth. Food, fashion and film crowdfunding particularly interest Erin; she looks forward to exploring creative projects. Erin may be contacted via email at [email protected] or Twitter.
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