--- title: "INSPIRING US: Knix de-frilled our undies and turned $20k into $50M" description: "Knix turned $20K into $50M just by listening to what real women were asking for: better undies please." image: https://blog.addpbj.com/hubfs/knix.png --- [![image](https://blog.addpbj.com/hs-fs/hubfs/image.png?width=89&height=80&name=image.png "image")](https://www.addpbj.com) [Back to pb+j](https://blog.addpbj.com/) # INSPIRING US: Knix de-frilled our undies and turned $20k into $50M Oct 1, 2021 / By [pb+j](https://blog.addpbj.com/author/pbj) We don’t know about you, but there’s only so sexy we need to f eel in the frozen food aisle at Superstore. In fact, most of life fits into the frozen food aisle vibe. So why not most underwear?  ![knix](https://blog.addpbj.com/hs-fs/hubfs/knix.png?width=900&name=knix.png)   Joanna Griffiths had this same eureka in 2012, and she answered the call with [Knix](https://knix.com/)—undies designed to meet a woman’s unsexy needs. Frustrated by a market that had too much frill and not enough function, she launched her underwear company with just $20,000 USD and a solid feeling she was onto something. *“I just really became super passionate about solving this problem and took every opportunity I could to do research, interview people, make progress and ultimately pass the point of no return where it seemed like a bigger risk to not do it than to do it.” - Joanna Griffiths, Knix Founder and CEO* She didn’t just find a niche. She found a major universal problem that affects millions upon millions of people. Made by women for women, Knix creates leak-proof underwear that help you feel more comfortable in your own skin. Today they’re a company of 60 that brings in over $50 million USD annually, celebrates every body, shines a light on fertility and trains postpartum doulas for black birthing families. Suck it, tiny bows. Tags: [inspiring us](https://blog.addpbj.com/topic/inspiring-us) ## LET’S DO THE UN-NORMAL ![B2B_Companies_Canada_2020](https://blog.addpbj.com/hubfs/B2B_Companies_Canada_2020.png "B2B_Companies_Canada_2020") Named a [Top 10 Creative Agency in Canada](https://clutch.co/press-releases/reveals-highest-ranking-b2b-companies-canada-new-report) by Clutch - [Work](https://addpbj.com/work) - [Who We Are](https://addpbj.com/who-we-are) - [What We Do](https://addpbj.com/what-we-do) - [Contact](https://addpbj.com/contact) MAILING ADDRESS 17 WILLIAM ST. N., SUITE 4 LINDSAY, ON, K9V 3Z9 (705) 243-6484 180 JOHN ST. TORONTO, ON, M5T 1X5 (647) 476-8318   [![Top Web Designer UPCITY Marketplace](https://blog.addpbj.com/hs-fs/hubfs/new-badge20200225-9226-m4334r.png?width=125&height=125&name=new-badge20200225-9226-m4334r.png "Top Web Designer UPCITY Marketplace")](https://upcity.com/local-marketing-agencies/profiles/pb-j)