New year, same us.
While the rest of the world is busy chasing resolutions and reinvention, we’re doing what we do best—celebrating the people who’ve been with us from the beginning. The launch of our powerful pairings isn’t just about redefining intimates; it’s about honoring the community that made them (and us) possible.
No elaborate plans for self-optimization or expensive gym memberships, just a few of our favorite people engaging in one of our favorite pastimes: dancing around in your underwear. Since our early days, our community has been in our corner, cheering us on, sharing their stories, and showing the world what it really means to live unapologetically free.
And as we kick off 2025, we’re spotlighting the wisdom and words of affirmation of longtime collaborators Sarah Landry, Sarain Fox, Brittnee Blair, and Anupa King to remind us all that self-love and community never go out of style.
Choose Confidence
Sarah Landry—body confidence advocate, podcast host, and the force behind The Bird’s Papaya—has been part of the Knix story since the early days. Our friendship started where all the best modern love stories do: in the DMs. Fast forward to her first campaign with us, and she's having a full-on Carrie Bradshaw moment—bra, underwear, and all—plastered across the side of a Toronto streetcar.
Sarah has a candid take on confidence: “I realized I could choose to be confident. I could choose to just do the things I wanted even when I wasn’t feeling confident. Almost every time, the feeling would follow the action.” Translation? Stop waiting for confidence to magically appear. Whether it’s saying yes to something new or finally posting that swimsuit pic, sometimes the action comes first, and the confidence catches up later.
Rest Is a Right
Let’s talk about hustle culture. Spoiler: Brittnee Blair isn’t buying into it. The TV host, model, and self-love advocate has a new motto that’s as revolutionary as it is simple: “Rest doesn’t need to be earned.”
“Hustle culture has taught us that rest needs to be earned—that emails or texts need to be answered immediately—but in reality, they do not,” Brittnee says. “This is me and my mantra saying that in 2025, you can simply just be, and that is enough.”
Imagine taking a nap because you want to, not because you’ve checked off everything on your to-do list. Brittnee’s perspective is a refreshing reminder that rest doesn’t need to be earned. And honestly? We’re all better for it.
You Are Here, and Here Is Beautiful
Brittnee isn’t done dropping gems. Her favorite quote right now is: “You will get there. But right now, you are here, and here is beautiful.”
“Listen,” Brittnee says, “you were great and enough before 2025, and you are still great and enough in 2025. Don’t let society or the pressure of a new year overwhelm you.” Her advice? Forget the timelines and embrace where you are, right now. It’s not about rushing to a destination—it’s about finding joy in the journey.
Build It Your Way
Anupa King is no stranger to creating her own path. As a writer, blogger, and Knix ambassador, she’s shared her experiences of motherhood and postpartum with grace and honesty. Going into 2025, her maxim is: “I am the architect of my destiny.”
“I’m in control of myself, and my emotions are my own responsibility,” she says. “More often than not, I’ve allowed others to take control of shaping the world around me or for making me feel a certain way. This year, I’m leaning into taking full responsibility.”
For Anupa, self-care starts with building a strong foundation. “Your mental health is correlated with physical health. Whatever your fresh start looks like, know the healthier you are, the better an environment for your mind to live in.”
Find Moments of Connection
Sarain Fox, artist, activist, and storyteller, has been a driving force in the Knix community. From her powerful role as the voice of our Perimenopause campaign to her work as a judge on Canada’s Drag Race, Sarain is all about celebrating connection and community.
For her, small moments of connection are the building blocks of community. "Don't be afraid to make the first move," she says. "Do you see the same neighbor every day? Do you admire their bright red bag? Start the conversation, maybe your new bestie has been next door all along."
When we're caught up in the minutiae of everyday life, these opportunities to cultivate community are easy to overlook. "There is magic in these moments," Sarain implores.
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So, what’s the vibe for 2025? Less pressure, more affirmations. Less hustle, more naps. Less reinvention, more self-celebration and connection. As Sarah, Brittnee, Anupa, and Sarain show us, it’s not about becoming someone new—it’s about meeting ourselves where we are right now.