Biology dictates that a woman's menstrual cycle is a natural and inevitable occurrence, yet stigma and subsequent disadvantages to women around their monthly period endure even today. One consequence for those without proper access to sanitary products is missing school and work each month, which can undermine women's success in the short and long term. Now, as identified by PSFK analysts in research on unique ways brands are collaborating with nonprofits to drive social impact, one famous e-tailer is moving to support women's education and put their rights at the forefront.
Online fashion retailer the ASOS Foundation teamed up with Kenyan clothing manufacturer and community outreach brand SOKO Community Trust to not only make menstrual care more accessible for women in Africa, but also make use of garment waste in the process. The collaboration is dubbed the Kujuwa Initiative, and utilizes the off-cuts and scraps from ASOS's unisex Made in Kenya collection.
The two designed a reusable sanitary pad that can last young women for up to three years. To bring further awareness to women's health, the pads will be handed out in a kit alongside two pairs of underwear, soap and a wash bag to simplify the cleansing process. Additionally, the initiative offers Kenyan women in the region of Kasigua health education as well as private bathrooms to properly attend to their cycle.