U by Kotex® is challenging societal taboos around menstruation with its innovative and bold move—introducing the MaxiMalism Jeans. Designed to confront period stigma head-on, these limited-edition denim jeans feature a transparent back pocket, allowing menstruators to proudly showcase their pads instead of hiding them. With an estimated 1.8 billion people menstruating every month worldwide, U by Kotex® believes it’s time to end the shame surrounding periods and embrace the fact that there’s nothing to hide.
The inspiration behind the MaxiMalism Jeans stems from recent studies revealing that many women feel compelled to conceal their period products in public. According to research conducted by Thinx and Period, 83% of girls reported feeling they should hide their period products on the way to the bathroom. The same study found that 65% of people agree society teaches shame around menstruation, and 76% associate periods with being “gross and unsanitary.” In contrast, 85% of participants agree that periods should be seen as an indicator of good health, not something to be ashamed of.
U by Kotex® Introduces MaxiMalism Jeans to Combat Period Shame. The brand is using these jeans to break the silence on these issues and challenge outdated ideas about menstruation. “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,” said Nicole Pawlukowsky, Vice President of U by Kotex®.
The jeans themselves feature a low-rise, medium-wash style with a perfectly baggy fit, designed to create a comfortable and trendy look. The defining feature is the transparent back pocket, which allows users to carry their pads with confidence. The first batch of the MaxiMalism Jeans was released on October 22 and sold out quickly. Additional batches will be available on October 24 and 27 at http://maximalismjeans.com , with the opportunity for consumers to enter for a chance to win a free pair of jeans.
U by Kotex® Introduces MaxiMalism Jeans to Combat Period Shame as part of its broader initiative to empower individuals to embrace their period with pride and transparency. As part of this campaign, U by Kotex® is shedding light on the reality that menstruation is a natural and healthy part of life. The MaxiMalism Jeans serve as a powerful symbol that periods should never hinder a woman’s progress or confidence.
With this innovative launch, U by Kotex® is leading the way in normalizing conversations about menstruation and encouraging individuals to stand tall and unapologetic about their period care products. “It’s time to end the shame and recognize there is nothing to hide,” the brand states, reinforcing their mission to challenge outdated and harmful perceptions about menstruation.
U by Kotex® continues to bring awareness to the ongoing importance of menstrual health and to support efforts aimed at making menstruation a natural, celebrated part of life for all. Through this campaign and the MaxiMalism Jeans, U by Kotex® is challenging the period taboo and empowering women to embrace their periods with pride.
