According to a recent study, 83% of girls feel like they should hide their period products on the way to the bathroom.1 U by Kotex® is empowering women to embrace their inner confidence and champion transparency around periods, literally. Introducing MaxiMalism Jeans: a limited-edition line of denim jeans designed to proudly feature your pad, not obscure it. After all, roughly 1.8 billion people menstruate every month worldwide.2 It’s time to end the shame and recognize there is nothing to hide.
With MaxiMalism Jeans, U by Kotex® is taking the most popular hiding place – the back pocket – and transforming it into a showcase. The low-rise blue jeans will feature a special transparent back pocket, encouraging you to carry around your pads shame-free and join in the fight to end period taboo.
Recent research reveals the following true of school age students:
- 76% say there is a negative association that periods are gross and unsanitary3
- 65% agree that society teaches people to be ashamed of their periods4
- 85% agree periods should be recognized as an indicator of good health rather than as something dirty or gross.5
“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.”
The U by Kotex® MaxiMalism jeans will feature a small-batch release of low-rise, medium-wash, perfectly baggy jeans, featuring a transparent pocket that refuses to hide your pad in transit.
1 According to 2021 study, State of the Period 2021, conducted by Thinx and PERIOD
2 According to 2023 study, Period poverty and mental health of menstruators during COVID-19 pandemic: Lessons and implications for the future, conducted by Frontiers in Global Women’s Health
3 According to 2021 study, State of the Period 2021, conducted by Thinx and PERIOD
4 According to 2021 study, State of the Period 2021, conducted by Thinx and PERIOD
5 According to 2021 study, State of the Period 2021, conducted by Thinx and PERIOD
