Knobby: Imaginative underwear with impact

There are better ways to spend your time than shopping for underwear – that’s why Knobby’s unique subscription service delivers quality underwear right to your doorstop! Made in Australia from locally-grown materials, Knobby’s Merino Wool underwear is making a positive impact on the planet, one pair at a time.

Knobby’s homegrown story began in 2011, in remote far north Queensland. Founder and CEO Rob Rand was getting dressed for a typical six-hour round trip to the shops from the tiny town of Chillagoe when he noticed that his undies were looking particularly uninspired.

“They had more holes than a fishing net! It made me think that overall, the underwear industry could be improved, and I could create much more comfortable and imaginative underwear,” Rob said. “I also knew I knew from experience that there are better things to do than underwear shopping. That led to the idea of using a subscription-based model for a business.”

Knobby’s “scoop crop” underwear designs were meticulously developed using local techniques and technology, and working closely with local suppliers. “It was great being able to discuss so closely the details with a team within Australia,” Rob said.

Rob launched Knobby in 2014, introducing a subscription service that delivered new underwear designs to customers every month. Over the next few years the company’s product range continued to expand and innovate, from making the women’s and kids lines in 2017 to launching the Genuine Australian Merino Wool Collection in 2022.

Knobby’s Merino Wool collection is made from superfine merino wool fibres grown in Australia’s Great Dividing Range. Capitalising on the many benefits of merino wool – temperate regulation, breathability, moisture-wicking and soft feel – the underwear range combines luxury with the rugged reliability of Australian craftsmanship of local textile workers.

Manufacturing in Australia allows Knobby to reinforce its commitment to sustainability. “Making our Merino Wool Collection in Melbourne means that we can better manage production and reduce waste,” Rob said. “It helps to reduce the carbon footprint associated with long-distance shipping. Knobby has always been about more than just underwear; it’s about creating community and change.”

“Making our Merino Wool products here also means that we can maintain transparency and traceability in our supply chain, ensuring ethical and sustainable practices from farm to finished product. All of this contributes to a high-quality, locally crafted product that our customers love and trust.”

The company boasts a passionate consumer base of over a million people that have joined the “Undie Club”. Members continue to stay engaged with the brand, and early anticipate the next exclusive designs to be delivered to their homes.

In 2024, Knobby is celebrating a decade of growth, innovation and community building. Working with the University of the Sunshine Coast, Knobby is proud to participate in The FlipSide Project – a new initiative that breathes new life into old underwear. Using an in-house textile shredder, used underwear is broken down, combined with a special resin, and compressed into bricks used for a range of applications including basic furniture.

Knobby remains committed to continue manufacturing its Merino Wool Collection in Australia, and encourages Aussie shoppers to make the choice to buy locally-made products.

“We’re proud to support the Australian economy, ensure ethical production practises, and deliver superior products made with the finest locally-sourced materials,” Rob said. “That’s why we are proud to display the green and gold Australian Made logo on our products.”

“The Australian Made logo embodies the essence of Australian ingenuity and pride that we have in every product we create. It’s so famous, not only within Australia, but overseas too. The logo connects us with consumers who value Australian craftsmanship and prefer to support local businesses.”

Watch the video below to learn more about the Knobby's Merino Wool Collection: