Joanna Griffiths

Griffiths founded womenswear brand Knix in 2013 with a simple goal: to give women what they actually wanted when it came to intimates and underwear. Through consumer research and interviews with hundreds of women, she discovered that the industry’s messaging, sizing and advertising made women feel bad about themselves—and they couldn’t find the products they wanted, either. Knix started with leakproof underwear, addressing a need that one in four women experience during pregnancy. Eight years later, the brand has expanded to offer wireless bras, loungewear, swimwear and activewear in addition to maternity, postpartum and period underwear.