Thinx Merch Is Here and It's Incredible

It's hard to believe Thinx merch just launched because it makes total sense for the female-empowered brand. The company is best known for its boundary-pushing ads for its big creation—underwear that captures your menstrual blood. (I wear them; they really work.) Instead of showing pretty, idealized versions of periods you so often see in the media, Thinx ads are decidedly suggestive—but for a really important reason. Campaign images feature Thinx's signature open grapefruit meant to resemble a vagina, plus eggs meant to be—well, eggs. People in the images are real and diverse; women have more average-size bodies than typical models, and some ads feature a transgender man. (Many trans men still have periods.) Thinx puts right on its ads why these images are so powerful: "There's a 1 in 12 chance that you are on your period right now, but yet we rarely discuss menstruation outside of whispers from woman to woman. Today, we change this." Because really, why should periods be shameful? It's nature.

With the new Thinx merch, the company is taking this ethos one step further. With hats, T-shirts, and even a fanny pack, you can show the world that you aren't ashamed of having a vagina or bleeding from it, for that matter. It's all about normalizing what really should be normal.

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More period info:

1. This Might Explain Your Heavy Period
2. Should Your Hair-Care Routine Be Based on Your Period?
3. Paid Menstrual Leave Is an Awesome Thing That Exists!

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There's the Grapefruit Hat ($34), which features Thinx's signature fruit embroidered on a tan cap.

Courtesy of Brand

Or you can go for the Moist Hat ($34) and take back the word that grosses people out, but is also thrown around when describing vaginas.

Courtesy of Brand

The Fanny Pussyback ($45) might seem random, until you learn that “fanny” is slang for vagina in the UK. Then it's perfect.

Courtesy of Brand

The Real Menstruating Human T-shirt (coming soon) lets people know periods aren't shameful.

Courtesy of Brand

And finally, if you spend $150 from now until Wednesday, you'll get a free Grapefruit Beanie worth $34 (until supplies last).

Courtesy of Brand

Shop the whole merch line, plus Thinx's six styles of period underwear, on shethinx.com. We have a feeling it's going to sell out—fast. Dibs on the Grapefruit Hat.

Now, watch three people discuss how they defy gender norms: