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KNucks

KNucks is reimagining men's underwear and hygiene.

USA, New York
Market: Another
Stage of the project: Prototype or product is ready

Date of last change: 22.06.2020
Min investment
$  50.000
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Total required
$ 500.000
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Idea

KNucks has two unique product lines under one Brand to pitch investors. Depending upon interest a deal can be made as separate entities or combined. KNucks underwear is our first product created to embody the look and feel of an athletic sneaker. This incredible opportunity creates a new space for underwear to be offered alongside sneaker brands in the same retail environment. Our second product is in the men's hygiene segment. KNucks Refresher spray is a new type of multipurpose deodorant with very unique features that's also something the market has never seen.

Current Status

Our products are fully working, tested, and packaged products. We have gathered a great deal of market research before launching including paid reports and gathering feedback from potential customers through surveys. Web traffic has seen over 10,000 visitors, with interest from people- including collecting over 3,000 email subscribers. Our focus currently is on building up our web and social media presence as well as attracting retailers and potential investors.

Market

Knucks Underwear:
Young men between the ages of 18-45 of all body types and sexual orientation but geared toward athletes, fitness enthusiasts, sneakerheads, and men who live active lifestyles.

Knucks Refresher Spray:
All of the above plus the following submarkets: blue-collar workers such as landscapers, construction workers, office workers, indoor shop and factory workers, students, sports players - basketball, football, soccer, hockey, baseball, rugby, lacrosse, MMA fighters, Cross Fit Members, wrestlers, cyclists, runners, bodybuilders, weightlifters, members of law enforcement and military.

Problem or Opportunity

The Market is flooded with competitors all offering the
same products.

• Men’s Antiperspirants & Deodorants today are limited
in use and contain high levels of aluminum to stop glands
from sweating. Natural options currently available don’t
work as effectively. Men as a result end up switching back to
higher strength antiperspirants for underarms and
substituting messy powders or roll-ons for other areas
that tend to leave a residue.

• Men’s Underwear Brands today offer nothing that’s
cutting edge or iconic as sneakers. Higher-end brands fail
to deliver on quality and improving upon design
function. Men’s underwear loses its shape and snug
feeling after just a few washes

Solution (product or service)

A lifestyle brand of premium men’s underwear was created to resemble sneakers along with a new type of multi-purpose deodorant.

Our purpose is:
To provide men with one universal deodorant product that
can be safely applied anywhere on the body areas including sweaty clothes and sports gear.

To be an innovator in men's personal care and underwear products while paving the way for a place where sneakers and underwear can be sold together in the same retail environment.

Competitors

The competitive landscape for the men’s personal care and underwear industry will both be a big challenge. There exist a very high number of global and local manufacturers and the market is characterized by a high intensity of brand loyalty. This is why we must establish a brand first through the spray product before launching KNucks underwear.

The main competitors for KNucks Refresher Spray include: Axe, Old Spice, Gold Bond, Arrid, Degree and Dove Men’s Care.

Some direct underwear competitors include Calvin Klein, Mack Weldon, Duluth Trading, and Tommy John. Indirect competitors include American Eagle, J. Crew, Under Armour, any other fashion retailer that sells men’s underwear.

Advantages or differentiators

Advantages and Differentiators
Our products will have first to market advantages and very unique features and benefits which are differentiators. For KNucks Refresher spray- Our formula features a dry spray that has advanced capabilities beyond just use on underarms. We feel it can potentially replace the use of traditional deodorants as well as other types of powders. It's biggest differentiators include having multipurpose applications and optimum strength level for protection (compares to Mitchum) but containing zero aluminum ingredients.

Knucks Underwear has the following advantages and differentiators:

Product Differentiators:
1.) The main differentiator you will notice on first glance is the signature: a shoelace style stitching design either zig zag or bar (using elastic cords sewn into the crotch area)
2.) A pull-tab added which attaches to the waistband to let you penis out in style. Replaces the keyholes rarely used but found on most men’s underwear today.
3.) A product that can be paired along with sneakers and offer similar color patterns to match styles. It can lead to an athletic endorsed licensed product.

My underwear solves the following unmet meets:
➔ A more simplified approach to choosing styles
➔ It brings a totally new perspective to wearing underwear that currently doesn’t exist in
the market
➔ Improves function and added comfort/support in the crotch area

Finance

KNucksUnderwear
$40/ Avg retail Price Per Underwear
$30/ Brief
$40/ Trunk
$50/ BoxerBrief
Priced to achieve 30-35% Gross Margins

KNucksSpray
$12/Retail Price Per spray. $6-7/ Wholesale price per spray.
$12/ Unscented
$12/ Scented
Priced to achieve 60-65% Gross Margins

Business model

Products will be priced based on the value method but with keeping costs in mind. The strategy is to sell at the highest possible price by offering superior quality, niche products, and one of a kind experience to customers.

Money will be spent on

Funds would go primarily towards purchasing inventory, preparing to scale operations, secure more patents, web/search optimization, and getting my site e-comm ready as well as provide the necessary working capital.

Offer for investor

I’m open to a partner (under agreed-upon conditions), give up little or substantial (up to 30%) equity in exchange for investor/investors willing to purchase stock shares in my company or negotiate a funding loan deal.

Team or Management

Risks

Risks:

● Consumer Acceptance & Brand recognition- It has been noted that consumers in the U.S. prefer established and well-known brands and are generally reluctant to switch to newer brands emerging

-Competitive Landscape could adapt quickly and create a possibly similar product.

Incubation/Acceleration programs accomplishment

I am a member of the CoFounders Lab and have attended some of their webinar training videos. We were accepted into an accelerator program but due to COVID it was canceled so most of our accomplishment has been through online.

Won the competition and other awards

We haven't received any awards. However, are currently in the Most Fundable Companies- Pepperdine Competition for this year and also looking to enter other startup competitions and participate in these battles.

Invention/Patent

We are in the process of filing a design patent for the underwear.
and have Trade secrets for our Spray product.

Photos

Photo 1 - KNucks is reimagining men's underwear and hygiene.
Photo 2 - KNucks is reimagining men's underwear and hygiene.
Photo 3 - KNucks is reimagining men's underwear and hygiene.
Photo 4 - KNucks is reimagining men's underwear and hygiene.
Photo 5 - KNucks is reimagining men's underwear and hygiene.

Product Video

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Idea
Current Status
Market
Problem or Opportunity
Solution (product or service)
Competitors
Advantages or differentiators
Finance
Invested in previous rounds, $
Business model
Money will be spent on
Offer for investor
Team or Management
Mentors & Advisors
Lead investor
Risks
Incubation/Acceleration programs accomplishment
Won the competition and other awards
Invention/Patent
Photos
Product Video