Knix, the intimates company known for its period care and wireless bras, is expanding with the launch of its first wired bra, the FreeFlex demi bra, on Thursday.
“Since 2013, we’ve been innovating the intimates space to provide high quality, function, comfort and fashion to our customers. This new product innovation is no different. We’re excited to continue to innovate, and reinvent, through different technologies, fabrics, textures and silhouettes,” Joanna Griffiths, president and founder of Knix, told WWD.
She described the new style as a “bra dream come true,” for those seeking the shape and support of a wired bra, minus the pain of metal underwires.
The brand first debuted wireless bras in 2015 and sold more than 5 million units since, Griffiths added, noting that the bra category accounts for 35 percent of the business. Underwear accounts for 50 percent, and swimwear, which was introduced in 2019, is steadily growing, making up close to 10 percent of the business.
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“The new FreeFlex demi bra achieves the support of a wired bra, all while maintaining the signature comfort that Knix is known for. The FreeFlex bra is made with a carbonized wire that lifts and supports to move with you — not against you or dig into you. This bra also addresses customer requests for less coverage options, with a demi cup design and lower neckline,” she added of the innovative, less rigid, non-metal wired style with adjustable straps and foam cups.
The Knix’s FreeFlex demi bra is available in 42 inclusive sizes (28-40 A-E and 42 A-D) across five colorways including Black, Warm Sand, Sola, Lilac and Buttercup for $68, exclusively on the brand’s e-commerce and at its retail locations across Canada.
