Transforming Period Care: Sustainable Solutions for Empowerment
Shattering the Silence and Stigma Around Menstruation
Most women are familiar with the anxiety and embarrassment that can come with a leaking period. Whether it’s tying a sweater around the waist, wearing a raincoat indoors, or making an emergency dash home, these experiences are all too common. For generations, women have been taught to hide their periods, a narrative that, unfortunately, persists today.
The Persistent Stigma Surrounding Periods
A 2019 survey revealed that three out of four women in New Zealand felt that having a period was viewed as shameful. This stigma runs deeper than those associated with drugs, sex, or STDs. More than half of the girls aged 13-17 surveyed would rather fail a school test than have their classmates know they’re having their period. These figures are alarming and highlight the urgent need for change.
The Environmental Impact of Single-Use Menstrual Products
The environmental impact of single-use menstrual products like tampons and pads is another pressing issue. Billions of these items are flushed down toilets annually, contributing significantly to environmental degradation. This growing recognition of the environmental impact has led to a surge in the popularity of sustainable alternatives like period-proof underwear.
AWWA: Pioneering Sustainable Period Underwear
Michele Wilson, co-founder of AWWA, a trailblazing period underwear company, is leading this period revolution. AWWA’s period-proof underwear can hold and absorb up to five regular pads or tampons worth of blood, providing a sustainable and convenient solution for women. Michele’s journey to creating AWWA was driven by her desire to break down the embarrassment around periods, promote sustainability, and reconnect with her Māori heritage.
Reconnecting with Māori Heritage
Michele’s exploration of her Māori heritage led her to discover that periods were once seen as a cause for celebration in early Aotearoa. The arrival of a period was marked by the giving of gifts, ceremonial practices, and community gatherings. This cultural practice was lost following the arrival of church missionaries, who viewed the menstrual cycle as unclean and unholy. Michele’s desire to reconnect with these traditional practices and help other women do the same was a significant motivator in creating AWWA.
The Birth of AWWA
Michele’s journey to creating AWWA began with her experimentation with traditional methods of managing her period. She learned about the use of mosses like angiangi and kohukohu for menstrual pads and plants like karamu and puka for easing period pain. However, she found these methods impractical for modern life. This led her to the idea of creating reusable, leak-proof, and convenient period underwear.
The Success of AWWA
Since its launch, AWWA has seen rapid success. The company’s 14 styles of period underwear are now sold globally, including in all 50 US states, Asia, and Europe. AWWA’s success is a testament to the growing demand for sustainable and empowering period management solutions. For Michele, this success is the fulfillment of a dream that many told her wasn’t possible.
Michele’s Journey to Empowering Women
Michele’s journey to empowering women began with her desire to reconnect with her cultural roots. She studied rongoā (Māori medicine) and began foraging for native plants, leading her to create a successful natural skincare business, Frankie Apothecary. Her focus on helping women, particularly indigenous women, redefine their periods has driven her from a young age.
Looking to the Future
Michele’s vision for the future involves continuing to break down the stigma surrounding periods and promoting sustainable and empowering period management solutions. She is particularly interested in working with indigenous women to help them reconnect with their ancestry, history, and culture. Through AWWA, Michele is revolutionizing period management and empowering women around the world.
For more information on sustainable period management, visit AWWA.
