The just-launched MNTD men’s essential brand combines ultra comfortable fabrics, performance functionality and a supreme focus on fit…
Beloved Canadian women’s intimates brand Knix has announced the launch of MNTD, a new men’s essentials brand that will aim to give men that fresh out of the shower feeling all day long. Combining ultra comfortable fabrics, innovative performance functionality and a relentless focus on fit, MNTD is determined to level-up the boring and basic men’s essentials category.
“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 Joanna Griffiths, Founder & 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.”
Founded by Joanna Griffiths in 2013, Knix was a tremendous success online and eventually opened its first brick-and-mortar store in Canada back in 2019. Since then the women’s brand has been redefining intimates through innovation and inclusivity, expanding to more than 20 physical stores across Canada and the United States.
The MTND brand of men’s essentials aims to build off of the success of Knix during a time when competition for customers’ dollars is tight.
So, what sets MTND apart from other men’s essential brands? The MTND assortment offers 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. The underwear has no sagging, bunching, or riding up and the t-shirts feature temperature regulating properties. The collection features an assortment of every day and active boxers, Best Damn Tees and long sleeve tops and socks, and is engineered to keep men feeling fresh and confident all day, every day.
The first collection from MNTD officially launches on Tuesday, November 11, and offers up a variety of essentials to serve a wide range of lifestyles, from the everyday athlete who values performance fabrics and no-chafe fits, to the professional minimalist who prioritizes premium basics that look and feel superior.
The initial assortment includes a variety of colours and cuts in sizes S-XXL. Boxers start at $22 CAD/USD per pair when purchased in bundles and T-shirts at $50 CAD/USD.
Ready to start shopping? MNTD will be available for purchase at wearmntd.com, Knix.com, as well as in all Knix retail locations in both Canada and the United States.
