THE FEATURED #SMASHTESSGIRL – JOANNA GRIFFITHS

The #smashtessgirl ·

MEET JOANNA GRIFFITHS, FOUNDER AND CEO OF KNIX 

Knix is an intimate apparel brand who is on a mission to empower women and girls to be unapologetically free. Joanna @joannaknix founded Knix in 2013 and they have quickly become one of the most disruptive intimate apparel brands in the world. Knix @knixwear re-invents products (think leak proof underwear, bodysuits, tanks, amazing wireless bras and sports bras that support up to a G cup) and redefines what a brand can be for women. 

Knix was recently named the 6th fastest growing company in Canada where a Knix item is purchased every 7 seconds! Knix also has a second brand, Knixteen which is all about empowering teens and tweens to be the boss of their periods from cycle one. Knix recently opened two brick and mortar locations in Toronto and Vancouver and can be found nationwide in Nordstrom. 

Joanna has been named RBC’s Women of Influence Entrepreneur of the Year, won the Shopify Build Bigger Business Competition and the Retail Council of Canada Marketing Innovation Award. We’ve loved watching her grow and couldn’t wait to learn more about her.

WHAT INSPIRED YOU TO START YOUR BRAND?

I was inspired by the potential to change women’s lives. I seriously cannot imagine a better way to spend my time or energy than by building Knix. And I get to do it with a team 75 incredible humans who have decided to call Knix their professional home.  

WHAT'S THE BEST PIECE OF ADVICE THAT HAS SHAPED YOUR JOURNEY?

Attach yourself to a mission or cause that is greater than you. Running your company is hard, and the lows can be insanely low. By attaching yourself to a mission or cause that is bigger than you makes the hard days worth fighting for. At Knix, we work everyday to empower women to be unapologetically free.

ONE TIP FOR BUILDING YOUR OWN BRAND OR BUSINESS?

The only difference between successful people and unsuccessful people is that the successful ones don’t quit. They have just as many failures and just as many moments of self doubt… they just dig deep and keep going. Resilience is a muscle that you build over time and you have to work at it every day so surround yourself with the people and things that inspire you and bring positivity to your life. 

WHAT DOES YOUR ULTIMATE SUNDAY CONSIST OF?

I have a seven-month-old at home and I am a new mom so it involves cuddles in bed in the morning, followed by coffee and breakfast (my partner and I take the stroller and our dog to pick up bagels from a place around the corner). We’ve recently started taking Cole to the pool where we go for family swim, followed by hanging out at home, eating good food, drinking wine and watching a show. For me Sundays is all about spending time with my family, being hyper present and recharging.

CURRENT NETFLIX BINGE?

I honestly think I have watched everything but currently it would be Peaky Blinders season two.

WHO INSPIRES YOU?

Our Knix customers. Especially the ones who have modeled for us (we’re at over 1000 women and counting) and who work every day to love and accept themselves exactly as they are.

DESERT ISLAND BEAUTY PRODUCT?

Anastasia of Beverly Hills eye brow gel. I feel like if your eye brows look good, everything looks good. 

FAVE PLACE TO ROCK YOUR ROMPER?

I love to wear my Romper at the office because I can. I love that I can feel like I am still in my PJs at work and yet have a badass job and company.

Joanna griffiths of knix wearing smash + tess romperalls

WHICH GUILTY PLEASURE INSTAGRAM ACCOUNTS ARE YOUR FAVE INSTA-FOLLOWS?

It’s not surprising that I am obsessed with @thebirdspapaya having discovered her almost three years ago and basically insisting that we work with her. I also just love her as a human. I also love @sashaexeter because I think her style is impeccable and then anything interior design related because my true guilty pleasure is online furniture shopping/browsing! 

WHOSE POSTER DID YOU HAVE ON YOUR BEDROOM WALL WHEN YOU WERE 12 YEARS OLD?

12 years old, no one. 13 years old…. over 100 Nick Carter from the Backstreet Boys posters that stayed up on my walls for longer than I would like to admit. I remember finally taking them down when my first real boyfriend was going to be coming over and my mom was like “thank God, I was starting to think they were going to be up forever”! 

Joanna’s energy is contagious and her support of women loving themselves as they are is what we’re all about at S+T! Plus, we often rock our Knix under our Rompers for a match made in comfy heaven!    


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