Knickey, founded in 2018, was initially a direct-to-consumer brand specializing in sustainable organic cotton intimates primarily for women. Headquartered in New York City, with fair-trade manufacturing in India, the brand was built on transparency, ethical practices, and a commitment to environmental responsibility, including a pioneering underwear recycling program. In September 2023, Knickey rebranded to Subset to reflect an expanded offering beyond women's intimates, now encompassing men's underwear and loungewear. The brand, under its new identity, continues its mission to make organic cotton the daily default for essential innerwear, providing elevated, ethical, and affordable basics for all genders.
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