MNTD Menswear—Fresher basics so you can feel like a million bucks

Launching a new men’s essentials brand with cultural credibility and media impact.

Breaking into men’s essentials requires more than product innovation—it demands trust, relevance, and a clear reason to care. As Knix expanded into men’s for the first time, the opportunity lay in positioning MNTD not simply as a new product line, but as a category upgrade backed by proven expertise, performance innovation, and cultural confidence.

Insight.

Public/Realm led the launch of MNTD with a PR-first strategy designed to build credibility ahead of day one and sustain momentum through launch. We executed a robust media relations campaign pitched under full embargo, ensuring thoughtful, high-impact coverage that clearly articulated MNTD’s innovation, performance benefits, and brand purpose.

To deepen relationships with key editors, we hosted targeted media appointments—creating space for one-on-one storytelling around Knix’s expansion into men’s and the technology behind MNTD’s product offering. The launch culminated in a high-energy VIP event hosted by Founder & President Joanna Griffiths, bringing together Toronto’s top tastemakers and friends of the brand for an immersive evening of cocktails, tequila tastings, and interactive games.

The result was a confident, culturally resonant debut that introduced MNTD as a fresh standard in men’s essentials—combining performance, comfort, and credibility from day one.