THE KNO, a visionary startup by Francine Ballard, is poised to redefine the fashion industry by merging luxury, sustainability, and cutting-edge technology. With an impressive career spanning roles as American Fashion Director at InStyle magazine, Style Editor at PaperCity magazine, Ballard brings unmatched expertise to her latest endeavor. The Kno is a women’s lifestyle apparel company founded in 2024 and headquartered and manufactured in Houston, Texas. The line focuses on luxurious monochromatic essentials for everyday living that offer a modern mix of unparalleled comfort and mix-and-match versatility at moderate price points.

Having worked with badge brands and facilitated partnerships in recent years with Saks Fifth Avenue, Dior, Cartier, and Sotheby’s New York among others, Ballard (above) says she began to notice a trend. “Retailers’ biggest pain point is a glaring gap between consumer expectations of the quality of a brand’s offerings and what they could feasibly charge for them. Brands and retailers have effectively priced themselves out of their own market. It was a humbling realization that in order to succeed I would need to meet customers where they are and deliver both.” The brand maintains a steadfast commitment to elevating women and the world at large through eco-friendly fabrics, fair labor practices, forward-thinking re-commerce initiatives and philanthropic efforts.

THE KNO isn’t just another fashion label—it’s a leading-edge retail use case. Leveraging AI, social selling and a hypercharged loyalty platform, Ballard has crafted an agile brand that embodies both efficiency and modern relevance. THE KNO’s commitment to sustainability is evident in its use of ethically sourced, recyclable fabrics, including Lenzing EcoVero™ viscose from certified renewable wood sources. All but one product line are made in the USA, aligning with Ballard’s dedication to supporting local manufacturing. 

THE KNO meets modern consumers where they are: online and engaged. “The way women shop today is fundamentally different,” Ballard says. “They rely on referrals, social media, and word-of-mouth. They demand exceptional value and quality at an accessible price point. That’s why the direct-to-consumer model is key.” With low overhead costs and an authentic grassroots approach, THE KNO is heavily referral based and ready to disrupt traditional retail with fresh perspectives and new tools that have only recently become available. “If you kno, you kno,” she quips, nodding to the brand’s savvy play on words.

The first collection offers monochromatic twin sets available in four luxurious fabrics—silk, lightweight knit, performance stretch, and Cupro in a range of neutral colors: camel, burgundy, stone, black, navy, olive and white—designed to seamlessly fit the lifestyle of busy women. With approximately four SKUs per fabric, each piece is thoughtfully crafted to be mix-and-match, ensuring that it adapts effortlessly to any occasion, whether casual or formal. 

Striking a balance between athleisure and contemporary style, this line crosses over existing categories to live where comfort and style collide. Price points range from an accessible $125 to $295, making it an ideal choice for both stay-at-home moms and busy professionals. These chic, transitional pieces are not only stylish but so comfortable, you might even sleep in them. From day to night, the collection offers a no-fuss, polished look that empowers women to focus on their goals and priorities, not their wardrobe.

Francine Ballard’s THE KNO isn’t just keeping up with the future—it’s leading the charge. By bridging the gap between fashion design, technology, and sustainability, this startup is poised to set a new standard in the industry. The line is carried in Texas at Tootsies (2601 Westheimer Road) and on the brand’s website.

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