The brand that reinvented women’s underwear is coming for your top drawer, gents

Toronto’s own Knix has already rewritten the rules for women — bras, leakproof underwear, swim, active, loungewear, you name it. Their formula? Innovation, engineering, real bodies, real comfort. And now, after a decade of women begging them to do the same for men (and men quietly wishing someone would), the brand has officially entered the men’s arena at MNTD.

Knix’s new menswear essentials line, MNTD, is built to fix everything men have complained about — and everything they never realized could be better.

A category that’s been “good enough” for far too long

Let’s be honest: the men’s basics space has been running on autopilot. Same cuts, fabrics and issues — like sagging, riding up, sweat, odour, and that constant need to readjust.

And if we’re being really honest? Most guys don’t even buy their own underwear. According to Knix, 72% of men’s underwear is purchased by women.

That stat alone says two things:

Men have been settling.
Women are tired of buying basics that don’t perform.

MNTD is designed to solve both.

Tech-forward comfort you actually feel

Drawing from Knix’s decade of R&D and fabric engineering, MNTD isn’t just a rebrand of what’s already on the market — it’s a genuine redesign.

What’s inside (your drawer):

“Mint Condition” Anti-Odor Technology
Ultra-soft, breathable fabrics
Temperature-regulating Best Damn Tees™
The first-of-its-kind “Pristine Pouch” — engineered to keep everything cool, dry, clean, and crucially: in place
No sagging, no bunching, no riding up
Sizes S–XXL (on behalf of us bigger gents, thank you)
Men’s Underwear bundles starting at $22 CAD/USD

It’s basics, but built like performance gear — the kind of stuff you forget you’re wearing because it’s doing its job properly.

But this wasn’t just a launch — it was a moment

MNTD dropped into the world with a local, star-studded Toronto launch party, pulling in creators, industry names, the Knix community, and media who’ve watched the brand grow into a cultural force.

To match the energy, the campaign features real-life power couples — the men of Knix and the partners who helped test, tweak, and prove every design:

Founder Joanna Griffiths and her husband of 10+ years, Dave Barber
Viral creator and activist Sarah Nicole Landry (@birdsofpapaya) and her partner
Plus husbands, partners, friends, employees, and longtime wear-testers

It’s not a glossy fantasy campaign. It’s real people, real bodies, and real fit testing — the Knix way.

But the question is… will they hold up?

As much as MNTD arrives with hype, innovation, and a decade of Knix engineering behind it, there’s a fair question every guy (and every woman who buys her man’s underwear) is asking:

How will MNTD stack up against the reigning champs?

The men’s essentials space is suddenly one of the most competitive corners of fashion.

SAXX (my personal favourite) has held the pouch-innovation crown for years.
SKIMS Men, Kim Kardashian’s foray into the category, kept the original brand name — no rebrand, just a strategic expansion — backed by celebrity star power and sleek athleisure appeal.
BOSS, launched their collection with David Beckham earlier this year.
And now Savage X Fenty (yes, Rihanna) has stepped in with inclusive sizing, bold design, and major cultural influence.

These brands have muscle. They have market share.

But they also share something Knix doesn’t:

None of them have a decade-long track record of building their entire empire on comfort-first engineering.

Knix chose a different path by launching men’s under a new identity — MNTD — instead of folding it into the main brand. A distinct name, voice and design philosophy.

So yes, the competition is fierce.

Yes, expectations are high.

But the only real question now is the one that matters:

Can MNTD shoulder its way into the top drawer — and stay there?

We’ll be watching (and wearing) to find out, gents. MNTD, have your people call my people, I’m ready to test drive these bad boys…

A top-drawer takeover begins

MNTD is available now at: wearmntd.com, knix.com, and in all Knix retail locations and stockists across North America.

And yes — just in time for the holiday season.

With Knix’s track record of turning everyday essentials into must-have staples, don’t be surprised if MNTD becomes the next brand men swear by… and women keep buying.

This isn’t just new men’s underwear.

This is the new standard for how men should feel in their everyday essentials — confident, supported, dry, cool, and ready for anything.

A top-drawer revolution was overdue.

And it starts now, gents.

Join us on: