U by Kotex® launches MaxiMalism Jeans to break period stigma

A recent study found that 83% of girls feel compelled to hide their period products when going to the bathroom. In response, U by Kotex® is aiming to empower women by promoting confidence and openness regarding menstruation. The brand has introduced a limited-edition denim line called MaxiMalism Jeans, which are specifically designed to display, rather than conceal, menstrual pads. This initiative seeks to challenge the stigma surrounding periods, a natural process experienced by 1.8 billion people worldwide every month.

MaxiMalism Jeans feature a transparent back pocket, transforming the typical hiding spot for pads into a bold statement piece. The low-rise blue jeans encourage wearers to carry their pads visibly, supporting the movement to eliminate the shame often associated with menstruation.

Research among school-age students underscores the persistent negative views on menstruation:

• 76% believe there is a negative perception that periods are gross or unsanitary.
• 65% agree that societal attitudes teach individuals to feel ashamed of their periods.
• 85% think periods should be seen as an indicator of good health, rather than something dirty.

“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”.