U by Kotex’s MaxiMalism Jeans look to end shame around periods

U by Kotex is advancing an agenda designed to empower women to embrace their inner confidence and champion transparency about periods. 

To do this, the brand is introducing a limited-edition line of denim jeans called MaxiMalism Jeans, which feature a pad instead of obscuring it. 

Through this initiative, U by Kotex is showcasing a popular hiding place for women’s menstrual products—the back pocket—via a transparent pocket that encourages users to carry around their pads shame-free and helps end the taboo around periods, per the brand. 

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“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.” 

MaxiMalism Jeans from U by Kotex will come in a small-batch release of low-rise, medium-wash, perfectly baggy jeans, featuring a transparent pocket that will be available while supplies last.