Brand Story to Watch: Knix Underwear

When “our boyfriend” George Stroumboulopoulos asked women everywhere to support his friend Joanna Griffiths create a better underwear via an Indiegogo campaign, who was I to say no.

With a slogan of “changing underwear for good,” the underwear comes in pretty reusable tubes and with “fresh fix technology” which promises to keep you fresher than your current slacker underwear.

Only a few months old, the brand has been widely featured in media and has secured a pre-order deal with The Bay.

What we Love about the Knix Story:

• the company’s founder, Joanna Griffiths, is front and centre, and she is engaging and personable
• the blog, which for the most part, offers helpful, insightful tips on non-underwear related issues that resonate with customers. The aspirational quotes are a nice touch.
• the customer input and readiness for the company to accept customer input
• the underwear does what it says it will do
• the packaging is lovely and reusable, though would love to see it be more efficient still

Growth Potential:

• time and practice will make Joanna even more loveable in front of the camera
• we see great potential to for the brand ambassador selection process to be even more inclusive and celebratory
• this brand has such great values, we can’t wait to see over time how they live them out in the bigger world
• the content of the blog shows such promise, we’re excited to see how it matures and grows with its customer base

The blog really does work at being helpful, which we love. If the brand can continue investing in their community (and early signs indicate they understand how important that is), this brand will do extraordinarily well. It is definitely a “Brand Story to Watch“.

Do you have a brand you love or one you think is worth watching? Let us know! susan (at) reimaginepr (dot) com