Knix Wear's Evolution: From Niche Brand to Mainstream with Upgrade to Knix.com

Joanna Griffiths launched Knix Wear in 2013 as she became aware of a need in the market for underwear that could handle “little leaks.” The company initially launched under the domain name KnixWear.com. Similar to the majority of established brands, Knix Wear invested in its exact brand match domain Knix.com, dropping the descriptive and limiting "wear" from its name.