Joanna Griffiths Expands the Knix Empire with MNTD
When Joanna Griffiths founded Knix in 2013, she set out to disrupt the intimates industry. What began as a single mission (that is, creating underwear that was leakproof, wireless, and unapologetically designed for real bodies) quickly grew into a brand that redefined comfort, inclusivity, and innovation for women worldwide. Twelve years later, Griffiths is taking the next bold step in her entrepreneurial journey: expanding her empire into men’s essentials with MNTD™.
“After over a decade of reimagining comfort and innovation in women’s intimates, launching a men’s brand was a natural next step,” says Kate Rothschild, General Manager, Men’s at Knix. “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.”
The Next Chapter in Disruption
MNTD™ is a strategic evolution in Griffiths’ business. From the very beginning, Knix challenged the status quo, proving that performance, comfort, and style could coexist in women’s intimates. Now, the same philosophy is being applied to a market that has long accepted mediocrity as the standard.
The first MNTD™ collection features everyday and active boxers, tees, long-sleeve tops, and socks, all engineered with a focus on fit, functionality, and innovation. Proprietary features like Mint Condition™ Anti-Odor Technology and the Pristine Pouch™ elevate the basics to performance essentials, while fabrics are designed to feel soft, breathable, and temperature-regulating.
“With MNTD, we’re creating men’s basics that don’t just fit well, but feel incredible and perform even better,” Rothschild says. “Each style was designed to elevate the everyday basics he relies on most—and after 255 total hours of wear testing, we can confidently say we got it right.”
A Founder’s Vision in Action
What makes MNTD™ particularly compelling as an entrepreneurial story is how it reflects Griffiths’ strategic instincts. She recognized an untapped opportunity: 72% of women purchase underwear for the men in their lives, signaling both demand and a market ready for disruption. Combining this insight with Knix’s decade of innovation, Griffiths is positioning MNTD™ not merely as another men’s underwear line, but as a premium, performance-driven category-defining brand.
Griffiths’ approach mirrors the principles that built Knix: solve real problems, invest in product innovation, and listen to the community. With retail expansion underway (including Knix’s first U.S. flagship in SoHo, New York) Griffiths is cementing her company as a lifestyle brand capable of transcending gender lines.
Reinventing the Everyday
Entrepreneurship is often about seeing gaps others overlook, and Knix has consistently done this—first for women, now for men. MNTD™ is about confidence, comfort, and redefining what men can expect from their everyday essentials.
For Joanna Griffiths, MNTD™ is the next evolution of her business empire: a calculated, innovative, and culturally attuned expansion that proves a decade of disruption was only the beginning.
