TORONTO, Feb. 27,
2025 /PRNewswire/ -- Knix, the intimates and
apparel brand that redefined comfort with its game-changing
wireless bras, is turning its innovation to underwire bras.
Introducing the FreeFlex™ Demi Bra, Knix's first-ever wired
bra—designed to reinvent everything you thought you knew about the
underwire.
The FreeFlex™ Demi Bra marks a new era of underwire that moves
with you, combining cutting-edge engineering with thoughtful design
to deliver unparalleled flexibility, lift, and support—without the
discomfort. Underwire bras have long been synonymous with rigid,
restrictive discomfort—wires that dig, pinch, and poke. But not
anymore.
A First-of-Its-Kind Innovation in Underwire
Unlike traditional wired bras, the FreeFlex™ Demi Bra features a
fluid, adaptive underwire made of flexible carbonized wire (not
metal!) that flexes and moves with your body, offering all the
lift, separation and support you want—without the stiffness you
don't. Designed with lightly molded demi cups, providing great
shape that looks amazing under lower necklines and t-shirts.
"After years of innovating wireless bras we knew that when we
made an underwire bra we would have to raise the bar - and with the
FreeFlex™ we have." says Joanna
Griffiths, President and Founder of Knix. "We honed in on
the number one pain point - the wire itself - and meticulously
perfected the fit for all available sizes. FreeFlex™ provides the
lift, shape and support of an underwire with the comfort of a
wireless. It's a bra dream come true."
Support You Can Feel—Not See
The FreeFlex™ Demi Bra delivers everything you want in an
underwire bra, without the discomfort of traditional wired designs.
Whether you're moving, bending, stretching, or just living, this is
an underwire, reimagined for real life.
Available in 42 inclusive sizes (28–40 A-E, 42 A-D) and a
selection of classic and limited-edition colorways, the FreeFlex™
Demi Bra is setting a new standard in underwire comfort and
flexibility.
The FreeFlex™ Demi Bra launches February
27, 2025, exclusively at retail locations across
Canada, as well as online at
Knix.com, and retails for $68
USD.
About Knix
Founded by Joanna Griffiths in
2013, Knix is an industry leader in redefining intimates through
innovation, inclusivity, and a commitment to breaking boundaries.
From pioneering Leakproof underwear to revolutionizing wireless and
underwire support, Knix challenges convention with thoughtfully
engineered designs that blend function, comfort, and style. With a
product range spanning bras, period-proof activewear, customizable
shapewear, and everyday essentials available in an extensive size
range, Knix continues to set new standards for how intimates should
look, feel, and perform. For more information, visit knix.com or
follow @knix and @ktbyknix on social media.
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SOURCE Knix
