Knix: MNTD Men’s Brand

Knix, which started as a period panty company, has just launched MNTD, a men’s underwear brand that combines “ultra comfortable fabrics, innovative performance functionality and a relentless focus on fit.” The collection of underpants, t-shirts, long sleeve tops and socks offer “advanced Mint Condition Anti-Odor Technology, ultra soft breathable fabrics that manage moisture and the first-of-its-kind Pristine Pouch which wicks away moisture from the skin and blocks it from showing through.”

Founder and president Joanna Griffiths declared, “following years of requests and prototyping we saw a clear opportunity to bring that same revolution to men’s” underwear as she ascribes to the leakproof period panty concept. According to the MNTD, “boxers start at $22 CAD/USD per pair when purchased in bundles and T-shirts at $50 CAD/USD.” It added that “the initial assortment includes a variety of colors and cuts in sizes S-XXL.” The company believes that a factor in the potential success of the men’s collection will be that 72% of women are “purchasing underwear for the men in their lives.”

Knix opened its first New York City store in August at 242 Lafayette Street, “with further retail openings planned for the remainder of 2025 + 2026 across North America.” Interestingly that particular shop in SoHo had, until recently, been occupied by Lively, the troubled brand that Wacoal acquired in 2019 and has since “withdrawn” from. In addition to the New York shop, Knix has 18 additional locations listed as open or “coming soon” across Canada.