Toronto-based intimates company Knix is making a strategic move into the men's market with the launch of its new brand called MNTD. The announcement comes as the Canadian company continues its expansion across North America.
From Women's Intimates to Men's Essentials
Founded in 2013, Knix established itself as a leader in size-inclusive women's underwear, swimwear, shapewear, and activewear. Now, after more than a decade of dominating the women's intimate apparel space, the company is venturing into men's basics.
The new MNTD collection launched in November 2025 and includes essential items such as underwear, socks, T-shirts, and long-sleeve tops. The line caters to sizes ranging from S to XXL, maintaining Knix's commitment to accessibility.
Innovative Technology Meets Everyday Comfort
What sets MNTD apart in the crowded men's basics market is its proprietary textile innovation. The collection features Mint Condition Anti-Odor Technology that provides breathable, moisture-wicking comfort while remaining soft against the skin.
According to Joanna Griffiths, founder and president of Knix, the expansion into men's wear came after extensive market research and product development. "Following years of requests and prototyping," Griffiths noted, the men's category represented "a clear opportunity" to disrupt the market.
Strategic Timing and Market Potential
The holiday season launch timing appears strategic, given that 72% of women purchase underwear for the men in their lives, according to company research. Griffiths emphasized the power of the existing Knix community in driving the new brand's success.
The MNTD collection is now available through all Knix retail locations and online at wearmntd.ca and Knix.ca. Price points range from $22 to $50, positioning the brand in the premium essentials category.
This men's brand launch follows another significant milestone for the Toronto-headquartered company. Knix recently opened its first New York City store at 42 Lafayette Street, marking its international retail expansion. Additional store openings are planned throughout North America for the remainder of 2025 and into 2026.
