“There’s nothing to hide.”
That’s the message behind new jeans by feminine hygiene product brand U by Kotex.
Last week the Kimberly-Clark-owned brand unveiled MaxiMalism Jeans, a limited-edition line of jeans designed to proudly feature pads instead of obscuring it. Each pair of the low-rise, medium-wash, baggy jeans has a transparent back pocket encouraging women to carry their pads shame-free.
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U of Kotex describes the jeans as the “first line of jeans designed to maximize your pad, not minimize it.”
The unique design is U of Kotex’s response to a 2021 study by Thinx and Period revealed period taboo. The study found that 83 percent of school age girls feel like they should hide their period products on the way to the bathroom. Seventy-six percent said there is a negative association that periods are gross and unsanitary, and 65 percent agreed that society teaches people to be ashamed of their periods.
Young girls want to change this perception, however. The same study found that 85 percent agree periods should be recognized as an indicator of good health rather than as something dirty or gross.
Consumers can enter for a chance to win a free pair of MaxiMalism Jeans. The first batches released on Oct. 22 and Oct. 24 have already sold out. The company will drop more on Oct. 27. The size range is 24-42.
“U by Kotex believes a period should never get in the way of women’s progress,” said Nicole Pawlukowsky, vice president of U by Kotex. “We strive to end negative perceptions around period products and destigmatize menstrual care. Our MaxiMalism jeans bring that belief to life, by showing that a period is nothing to hide.”
