Thinx Launch

Thinx Launch

Being in the tech biz doesn't always mean sourcing new electronics or products powered by an app.  It can also mean discovering clever new designs and smart textiles that can make our lives easier  - and contribute to a more sustainable world. 

Like these technologically advanced knickers that we have just launched in Selfridges. 

They are called THINX period-proof underwear and they are revolutionising the female hygiene industry.  The concept is relatively simple - four layers of different smart fabrics that do away with tampons and pads (and the landfill they consume), to provide pants you can wear, rinse, chuck in the machine and wear again.  The magic lies in those patented four layers - moisture-wicking cotton, anti-microbial lining, super-absorbent fabric and a leak-resistant barrier. 

For decades, menstruating women have had limited options when it came to female hygiene products. Who knew that until these new period pants were designed by THINX,  there had been no new sanitary products on the market for 81 years,  since the invention of the cup in the thirties? 

SODA is firmly embracing new products like this because we as women understand the   necessity to avoid polluting our planet and our beleaguererd oceans.  (The average menstruator uses 11,000 pads an tampons over a lifetime, amounting to 300lbs of refuse.) THINX as a product is  also a perfect example of how technological advancements can disrupt the status quo and improve our everyday lives.


THINX’s inspirational CEO Maria Molland Selby flew in recently from the States to spread the word that women are ready for such a change.  


"The mission of THINX is to create the most innovative period solutions that empower our people and sustain our planet.  We see a world where no one is held back by their body. By reimagining feminine hygiene products to provide support, comfort, confidence, and peace of mind, we aim to eliminate shame, empowering people with periods around the world.” 


This is a company that is not only servicing the demands of ecologically-conscious women, but is also sharing its success.  With  5% of the American market and a staff that’s doubled in the last year, THINX has a  Giveback program that subsidizes sanitary products for women in developing countries and has devised a curriculum which teaches reproductive health education. 


We love its values, we love its  product.  And we think you will too. 



If you feel constant guilt about adding to the world’s plastic pollution and want a replacement or back-up to traditional products

Don’t buy:

If you are over periods - but might soon be interested in their pee-proof underwear! 


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