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Knix is expanding its lingerie and period care offering with a new line of customizable shapewear.
Today, the brand and retailer is introducing its latest shapewear collection, which includes a Scoop Neck Shaper Thong Bodysuit, $90; Scoop Neck Shaper Bodysuit, $100; Open Bust Mid-Thigh Shaper Bodysuit, $110; High Rise Shaper Short, $65; Sculpt Rib Cotton Tank, $38; Sculpt Rib Cotton T-shirt, $46, and Sculpt Rib Cotton Bodysuit, $70, all available in several colors and sizes. The collection is available on Knix.com and at the brand’s 15 retail stores.
While the brand, best known for its period underwear, started offering shapewear in 2019, Knix founder Joanna Griffiths discovered she was often looking for something more custom to use with low-cut dresses or skirts with high slits.
“What I noticed was, as fashion is changing, so many necklines are changing. Backs are changing. Hemlines are changing. It feels like we’re in the era of cutouts,” she said. “I kept buying all of these clothes to wear to different events, and realizing that I was having to modify my shapewear to fit with the clothes.”
She found that she was often cutting her own shapewear at home, which often led to fraying or rolling.
“If I own an underwear company and I’m cutting [my shapewear], I feel like every woman out there is cutting [hers],” she said. “I had this ‘aha’ moment that we could take some of the innovation that we’ve had around bonding and different finishes, and actually incorporate it into shapewear, where we could make it possible for folks to customize the shapewear to go with their clothes.”
Each garment in this collection uses Knix’s patented fabric technology called PerfectCut. This essentially allows the wearer to cut along a designated panel along the fabric that exposes a specific amount of skin based on the garment to be worn. Each piece of shapewear features several panels to accommodate different levels of exposure.
Knix PerfectCut rows.
Courtesy of Knix
“[PerfectCut rows] are velvet, flocked panels that act as the cut lines,” Griffiths said. “You can cut along any of those lines, and instead of having a raw edge, you have a finished edge. It replaces where the hemline would have been.”
Knix’s success is based on its period underwear, so several of the styles in the collection will be available with the brand’s signature leakproof and absorbent fabric.
“It’s great for sweat, for discharge, for spotting,” said Griffiths. “Let’s say you’re a bride, and you’re wearing white on your wedding day, and you have your period, and you don’t want to have to worry about that, this is an incredible product.”
The company did not share specific sales figures for the collection, though Knix was valued at $400 million in 2022 following its acquisition by Essity.
Griffiths said additional custom shapewear silhouettes are in the works.
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