Say goodbye to single-use products.
Today, Canadian underwear brand Knix is launching its most recent product innovation in the form of super waterproof underwear. In fact, they’re so good that they completely eliminate the need for disposables, soaking up the equivalent of eight pads of liquid.
According to research by the brand, the average person spends 2,535 days – or seven years (!) – on their period, using about 5,000 to 15,000 (the equivalent of about 300 pounds) of disposable menstrual products during that time. The idea behind the Super Leakproof range is that it replaces the need for these single-use products and thus avoids huge amounts of period-related waste from ending up in landfills across the world.
Brand founder Joanna Griffiths tells us that the brand’s Leakproof line has been the subject of constant innovation since launching seven years ago, culminating with this new innovation hitting shelves today. . Plus, she says the category has come a long way since the brand first launched it in 2013. “It’s been a wild ride to be honest with you. When I first launched the brand in 2013, it was really a net new product for the category and no one really knew what it was or what to do with it. It was really hard to find manufacturing partners – everyone scratched their heads, like you mean? What are you going to do? (Laughs). People had so many questions about how the product worked. She continues, “I think over the last three years we’ve seen a huge shift where there’s so much curiosity and interest around this product line. I think the world has come a very long way in a short period of time in terms of periods of de-stigmatization and reduction of the taboo subject. The same goes for any leaks that can happen – one in three women leak when she laughs, sneezes or skips a rope – I think the conversations that used to take place in private chat rooms are now catching on. in the Instagram feeds and comments section. It was really exciting to see this development.
And the numbers are there to back it up. “It’s a category that didn’t exist seven years ago when we launched and by 2023 it should be a $ 500 million category. It’s actually one of the fastest growing categories in the world, ”Griffiths tells us, comparing the product to kombucha or Greek yogurt that has gone from localized products to all over the mainstream.
The collection includes five styles – the high waist, bikini, cheeky, boyshort and thong – available in a range of sizes (up to a XXXL) and colors, including a limited edition green leaf print. which “plays on the top layer of underwear which actually uses algae fibers which are naturally bacteriostatic and quick-drying,” Griffiths explains. All styles feature odorless, moisture-wicking carbon cotton, polyester moisture wicking, a leak-resistant exterior for superior absorption, as well as a multi-layered, ultra-light, super-absorbent extended gusset with a full front to back coverage.
In addition, the brand will launch for the first time kits in its Leakproof range, classified by light, medium or high absorbance. All you have to do is choose the kit that suits you and you will receive five pairs of underwear (four from the Leakproof or Super Leakproof line, or a mix depending on the kit you choose and the brand’s Dream Shorts. ).
If you are new to the product and wondering how they will fit into your life and regular laundry cycle, fear not. “You’re going to wear them just like you would normal underwear – it’s on the outside of your body, so it’s not like a tampon where there’s a time limit,” Griffiths explains. “You can throw it right in the washing machine with dark colors or you can rinse them first – it’s up to you, you can do either. I think it depends on how quickly you are going to do the laundry. And then you lay it flat to dry.
This category is also an opportunity for the brand to continue to broaden its message of inclusiveness, especially since the products in the Leakproof and Super Leakproof ranges allow menstruating people to do so feeling safe and protected. Griffiths agrees, stating that the Dream Short is the brand’s neutral style, adding that the brand is “absolutely making this transition” to be more inclusive across the entire brand. “From our mission statement to the way we talk about products, we’re removing the use of women and changing the language we use around menstruating people, not just women.”
Knix’s new Super Leakproof line is available online and in stores starting today.