“Men deserve products that look great, feel great, and keep them feeling their best all day long,” says Knix founder Joanna Griffiths. Today, Griffiths puts the maxim into action with MNTD: a new essentials brand for men, specializing in high-performance undergarments spun from breathable fibres like cotton, modal, and anti-moisture microfibre.
“For the past 12 years, Knix has been redefining what comfort and innovation look like in women’s intimates,” adds Griffiths. “Following years of requests and prototyping we saw a clear opportunity to bring that same revolution to men’s.”
With MNTD, Knix follows in the footsteps of fellow giants SKIMS and Savage x Fenty; both brands ventured into the men’s market after finding success in women’s intimates. Unlike the aforementioned labels, however, MNTD is more than a men’s collection within an already-established parent brand. Rather than launch “Knix for Men,” Griffiths explains, MNTD uniquely serves the men’s market with specialized products. Using the same, function-first technology that fuelled the rise of Knix, the label aims to “fill the long-standing gaps in men’s essentials.” Shoppers will find form-enhancing fits, sweat-wicking shirts and socks, and trademarked anti-odour Mint Condition Technology™.
Meet MNTD — That’s “Minted” — The New Men’s Label by Knix
MNTD LAUNCH CAMPAIGN. PHOTO COURTESY OF PUBLIC REALM.
Meet MNTD — That’s “Minted” — The New Men’s Label by Knix
MNTD LAUNCH CAMPAIGN. PHOTO COURTESY OF PUBLIC REALM.
Meet MNTD — That’s “Minted” — The New Men’s Label by Knix
MNTD LAUNCH CAMPAIGN. PHOTO COURTESY OF PUBLIC REALM.
Meet MNTD — That’s “Minted” — The New Men’s Label by Knix
MNTD LAUNCH CAMPAIGN. PHOTO COURTESY OF PUBLIC REALM.
Meet MNTD — That’s “Minted” — The New Men’s Label by Knix
MNTD LAUNCH CAMPAIGN. PHOTO COURTESY OF PUBLIC REALM.
Meet MNTD — That’s “Minted” — The New Men’s Label by Knix
MNTD LAUNCH CAMPAIGN. PHOTO COURTESY OF PUBLIC REALM.
Meet MNTD — That’s “Minted” — The New Men’s Label by Knix
MNTD LAUNCH CAMPAIGN. PHOTO COURTESY OF PUBLIC REALM.
Meet MNTD — That’s “Minted” — The New Men’s Label by Knix
MNTD LAUNCH CAMPAIGN. PHOTO COURTESY OF PUBLIC REALM.
Meet MNTD — That’s “Minted” — The New Men’s Label by Knix
MNTD LAUNCH CAMPAIGN. PHOTO COURTESY OF PUBLIC REALM.
Meet MNTD — That’s “Minted” — The New Men’s Label by Knix
MNTD LAUNCH CAMPAIGN. PHOTO COURTESY OF PUBLIC REALM.
Meet MNTD — That’s “Minted” — The New Men’s Label by Knix
MNTD LAUNCH CAMPAIGN. PHOTO COURTESY OF PUBLIC REALM.
Meet MNTD — That’s “Minted” — The New Men’s Label by Knix
MNTD LAUNCH CAMPAIGN. PHOTO COURTESY OF PUBLIC REALM.
Meet MNTD — That’s “Minted” — The New Men’s Label by Knix
MNTD LAUNCH CAMPAIGN. PHOTO COURTESY OF PUBLIC REALM.
Meet MNTD — That’s “Minted” — The New Men’s Label by Knix
MNTD LAUNCH CAMPAIGN. PHOTO COURTESY OF PUBLIC REALM.
Meet MNTD — That’s “Minted” — The New Men’s Label by Knix
MNTD LAUNCH CAMPAIGN. PHOTO COURTESY OF PUBLIC REALM.
Knix, fresh off its first store opening in New York City, plans to expand its retail footprint in the years to come, with more locations set to open across North America. While MNTD has a separate online store, the men’s label is also in-stock at all Knix locations — both online and brick-and-mortar. Thus, MNTD’s launch comes at a crucial moment. “With 72% of women purchasing underwear for the men in their lives, and the incredible power of the Knix community, we are launching MNTD™ just in time for the holiday season,” Griffiths adds in a statement.
From form-fitting active tees to ankle socks with arch support, MNTD promises to upgrade men’s everyday essentials with high-performance gear that feels good and functions well.
