When my children were small, I told them that Mommy didn’t have a belly button! I was that self conscious about my stomach which was marred by stretch marks and a surgical scar. Now older, and I hope somewhat wiser, I realize that these aren’t ugly. They’re simply emblems of life and survival.
I was beyond impressed when I saw this ad on Facebook recently.
I was intrigued by a company that would choose to use real women with “imperfect” bodies as models and wanted to know more. After checking out the Knixwear website and discovering Canadian designed products at affordable prices, I reached out to Knixwear and learned more about the company.
Following a successful crowd-funding campaign, CEO and founder Joanna Griffiths launched her brand in 2013 to fill a very specific void in the intimate apparel industry. After learning that one in three women experience Light Bladder Leakage (LBL) and that there were no leakproof underwear options available to them, she decided to fill that gap and introduced the first Knixwear product, high-performance underwear with an ultra-thin panty liner that absorbs up to 2 tampons (3tsp) of liquid. Featuring a moisture-wicking, anti-odor, and antimicrobial cotton top layer that keep the wearer feeling fresh, dry, and confident, Knix Leakproof are suitable for both light period days and minor bladder leakage.
The company quickly expanded into workout underwear. The first Knixwear bra was introduced in 2015 and today a variety of underwear, bras, tanks, t-shirts, sleepwear, and workout accessories are available. The new kid on the Knix block is Knixteen, products designed specifically for teenage girls.
As a woman of considerable age, I appreciate the trend toward using older models in advertising and now I applaud Knix for using “real” women; women with stretch marks and cellulite. Women like me who have long had difficulty accepting or embracing our physical flaws because the world of advertising told us that we ought to look like airbrushed models. Women like Bree who is wearing the V-Neck Evolution Bra and the Athletic Bikini in the first of these photos and the Athletic Thong in the second one.
In addition to honesty in advertising, Knixwear is committed to ethical sourcing. All products are designed in Canada and manufactured in socially and environmentally responsible factories in China and South Korea that comply with the standards set out by WRAP, SA8000, and Okeo-tex.