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Thinx

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Thinx
IndustryFeminine hygiene
Founded2014; 10 years ago (2014)
FoundersRadha Agrawal
Miki Agrawal
Antonia Dunbar
Headquarters
New York City, New York
,
U.S.
Key people
Maria Molland Selby (CEO), Shama Amalean (COO)
ProductsPeriod underwear, incontinence underwear, organic tampons, reusable tampon applicator
BrandsThinx, Speax, (BTWN)
Websitewww.shethinx.com
www.shethinx.com/pages/speax

Thinx is a New York based company that makes feminine hygiene products.[1][2][3][4]

The company has three brands Thinx, Speax and (BTWN). Thinx is underwear that can be worn during menstruation as a substitute or a supplement to traditional feminine hygiene products. Speax is underwear that can be worn for light and moderate incontinence.[5] (BTWN) is a spin-off of the Thinx collection designed for adolescents dealing with menstruation.[6][7]

The underwear come in a range of styles from boyshorts to thongs, and include two patented technologies. One is to absorb different amounts of blood,[8] and the other absorbs different amounts of urine. The underwear is anti-microbial, moisture-wicking, absorbent and leak resistant.[9] In 2019, Thinx launched Thinx Super which is a double absorbency product that holds up to 4 tampons worth of flow.[10]

History

Thinx was founded in 2011 by Antonia Saint Dunbar, Miki Agrawal and Radha Agrawal.[11] In 2018, Thinx released a new line called BTWN which offers period underwear for teens and tweens.[12] In June 2019, Thinx released Thinx Air, a quick drying version of its underwear.[13] As of 2021, Thinx has released its first activewear collection, which includes leggings, cycle shorts, training shorts and leotards that are available in multiple colors. The four-piece collection functions like other Thinx underwear, but the gusset design is longer and shaped differently to accommodate active lifestyles. [14]

Marketing

Thinx has earned a reputation for its controversial ads.[15] In October 2015, Outfront Media rejected Thinx's subway advertisements due to the fact that the ads used the word "period" and included suggestive visuals of food.[16][17] Following a social media outcry, the ads were finally allowed to be shown.[18][19] In 2016, Thinx received attention for featuring trans male models in its ads for period underwear.[20][21] In November 2016, Thinx launched an ad referencing the Donald Trump Access Hollywood tape. The San Francisco subway banned the ads due to the use of the word "pussy".[22][23] In November 2017, they created a "PMS truck," a truck visiting three cities, allowing visitors to step inside to shop for Thinx products and talk with brand representatives regarding period health.[24] In 2019, Thinx rolled out a national ad campaign featuring a young boy getting his first period with the tagline: ‘What if we all had periods?” and subsequent campaigns focused on reducing period stigma by showcasing men.[25][26] These ads were banned by several TV networks including CBS for being “too graphic.”[27]

Reception

TIME named Thinx period panties as one of the best inventions of 2015.[28] Fast Company named Thinx one of the most innovative companies of 2017, pointing to founder Agrawal's promotional campaigns and her application of "high-tech merchandise, considered design, and a rule-breaking philosophy" to launches of new products.[29]

Advocacy

In 2019 Thinx leaders signed a letter condemning the abortion bans being put into place across the country.[30]

See also

References

  1. ^ UK, Natasha Hinde Lifestyle Writer at The Huffington Post (3 June 2015). "These Period Pants Stop Leaks So Women Can Get On With Their Lives". Retrieved 13 April 2017.
  2. ^ Malone, Noreen. "Panty Raid". New York Magazine. Retrieved 31 August 2016.
  3. ^ Dickson, E.J. (July 15, 2014). "Meet the startup making panties for your period". The Daily Dot. Retrieved 31 August 2016.
  4. ^ Bellafante, Gina (February 26, 2016). "The Bohemian Capitalist". New York Times. Retrieved 31 August 2016.
  5. ^ Hargrove, Channing (July 17, 2017). "Thinx Is Banking Big On Its Pee-Proof Line Of Undies". Refinery29. Retrieved 7 January 2018.
  6. ^ "THINX (BTWN) are period panties aimed at teens–and they're great". The Daily Dot. 2018-10-11. Retrieved 2020-03-13.
  7. ^ Hughes, Aria (2018-08-15). "Thinx Creates Period-Proof Underwear for Teens, Tweens". WWD. Retrieved 2020-03-13.
  8. ^ O'brien, Sarah (October 14, 2016). "This founder makes people uncomfortable and that's a problem". CNNMoney.
  9. ^ Eveleth, Rose (January 5, 2016). "The Science Behind Period Underwear". Racked. Retrieved 31 August 2016.
  10. ^ Ell, Kellie (2019-07-09). "EXCLUSIVE: Thinx Period Panties Are Back, Stronger Than Ever". WWD. Retrieved 2020-03-13.
  11. ^ "How The Team Behind THINX Created One Of The Sexiest Ways To Give Back". 11 December 2013. Retrieved 13 April 2017.
  12. ^ "THINX (BTWN) are period panties aimed at teens–and they're great". The Daily Dot. 2018-10-11. Retrieved 2019-10-28.
  13. ^ "Thinx targets the athleisure market with new product launch and influencer campaign". Glossy. 2019-06-05. Retrieved 2019-06-07.
  14. ^ Ell, Kellie (12 January 2021). "Thinx Period Panties Launches Activewear Collection". Women's Wear Daily. Retrieved 25 May 2021.
  15. ^ Stevens, Heidi (March 23, 2017). "Thinx underwear ads on the L try to de-stigmatize periods". Chicago Tribune. Retrieved 7 January 2018.
  16. ^ Caterucci, Christina (October 21, 2015). "Ads for Period Underwear Might Be Too Lewd for the NYC Subway". Slate. Retrieved 7 January 2018.
  17. ^ Kutner, Jenny (October 20, 2015). "Will the New York City Subway Ban These Ads for Using the Word "Period"?". Mic. Retrieved 7 January 2018.
  18. ^ Krantz, Rachel (November 9, 2015). "THINX Underwear Ads On NYC Subway Are Up — But The Company Has Another Big Announcement". Bustle. Retrieved 7 January 2018.
  19. ^ Rogers, Katie (October 22, 2015). "Twitter Fury Misplaced? M.T.A. Is Fine With Underwear Ads on Subway". New York Times. Retrieved 7 January 2018.
  20. ^ Garza, Frida (May 18, 2016). "A company that makes period underwear featured a trans man in their latest ad campaign". Quartz. Retrieved 10 February 2018.
  21. ^ Puckett, Lily (May 18, 2016). "These Genius Advertisements Are a Reminder That Transgender Men Can Get Periods Too". Quartz. Retrieved 10 February 2018.
  22. ^ O'Brien, Sarah Ashley (November 2, 2016). "Trump-inspired Thinx 'pussy' ad banned in SF subway". CNN. Retrieved 7 January 2018.
  23. ^ Lamb, Jonah Owen (November 3, 2016). "BART rejects underwear ad poking fun at Trump comment". San Francisco Examiner. Retrieved 7 January 2018.
  24. ^ Richards, Katie (November 15, 2017). "Why THINX Is Using a PMS Truck to Grow Its Customer Base". AdWeek. Retrieved 7 January 2018.
  25. ^ Berwick, Isabel (2019-10-17). "Why the stigma of periods is open for discussion". www.ft.com. Retrieved 2020-03-13.
  26. ^ "Thinx New Ad Shows What It Would Be Like If Men Got Periods Too". Marie Claire. Retrieved 2020-03-13.
  27. ^ Alexandra Steigrad (2019-10-08). "CBS bans TV ad that depicts menstruating men". New York Post. Retrieved 2020-03-13.
  28. ^ "The 25 Best Inventions of 2015". TIME. Retrieved 13 April 2017.
  29. ^ "Why THINX Is One Of The Most Innovative Companies Of 2017". Fast Company. Retrieved 10 February 2018.
  30. ^ MacKenzie, Macaela. "Nearly 200 CEOs Just Signed a Letter Calling Abortion Bans 'Bad for Business'". Glamour. Retrieved 2020-03-13.
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