Knix Teamed Up With Roxy Earle For A New Swimwear Line And We Want It All
Toronto-based underwear company Knix and its founder and CEO Joanna Griffiths have come a long way since the brand’s launch in 2013.
When it first launched via Kickstarter and raised $1.5 million dollars — a record for the platform — for the brands first product, the 8-in-1 Evolution bra, Griffiths never could have imagined just how the brand would expand.
At the beginning of May, the company announced they would be introducing their first-ever swimwear line, Knix Swim, made for all shapes, sizes, and ages.
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The new swim line feature built-in bras, removable pads, adjustable straps, flat, bonded seams and gold hardware. “We wanted to create swimwear that all women can feel confident in, and that women can move comfortably in,” said Joanna Griffiths, Founder and CEO, Knix.
Roxy Earle, founder of the #MySizeRox movement, consulted with the Knix team on their new size-inclusive swim line. On the phone from Los Angeles, Earle shares how she has been a huge supporter of Griffiths and Knix for quite some time explaining “I’m a big advocate for female founders and female run businesses, especially ones that are inclusive.”
Knix
Some of the first conversations between Earle and Griffiths happened nearly two years ago, with Earle explaining “we wanted to see how we could work together, it seemed like a natural fit. So we’ve always just stayed in touch and been really supportive of each other.”
The timing perfectly aligned, as just when Earle had wrapped up production on her Le Chateau line, she had the ability to invest her time and energy into the Knix swim line.
Earle explained, “I get so much interest and feedback from my followers, that I had a good insight into what consumers really want.” Earle was able to share with the Knix team an honest and straightforward perspective of what it’s like to shop for a swimsuit while being curvy including fit, fabrics, and price point. “I really just brought my perspectives about what it’s like and what a woman would curves is really looking for.”
The Knix team ended up naming one of the suits after her, Peekaboo One Piece #MySizeRox, which retails for $118 CDN.
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The swimwear line, is available in three colours – black, bronze coral and ocean teal – currently offers four suit styles. The sizing goes up to XXL, and three of the suits have cups for extended sizes: E-G.
The pricing of the swimwear line ranges from $55 CAN to $118 CAN, with many of the pieces having the ability to be mixed and matched.
One of the things that is immediately noticeable to me, is the same comfort and design that Knix bras offer.
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Earle shares over the phone that when she consulted with the Knix team, “we wanted them to really feel comfortable in their skin and wanted to give them a campaign and swimsuits which would allow them to kind of move freely and be themselves and not have to worry about underwire digging into them.” Mission accomplished.
The campaign launch features several body-positive influencers and Knix customers including Earle, body positive activist Sarah Nicole Landry, body positive blogger and writer, Katie Wilcox, body positive model Tabria Majors, actress and dancer Daisha Graf, founder of Hot Pilates: Shannon Nadj, and two Knix customers: Brittany Williams and Elizabeth Herndon.
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The shoot, which took place in Malibu, is supposed to showcase inclusivity is all its forms.
Earle states matter of factly, “these photos really showcase women of all shapes and sizes, feeling that this is a brand and these are swimsuits that she can live in the summer.” Amen to that!
Featured Image: Instagram/@knixwear
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