Innovation

AWWA offers an innovative product to menstruators in New Zealand and across the globe. With the environment in mind, AWWA delivers reusable period-proof underwear made from 95% organic cotton. Four protective layers work together to draw moisture away from the body, prevent odor from anti-microbial technology, absorb the blood and prevent leakage. The combination of these properties allows people of all sizes and activity levels to carry on with their days without being restricted by their period. Why period underwear? It gives users the choice to play, jump, hop, run or sit freely without worrying about having to check for leaks while also giving menstruators and non-menstruators alike peace of mind that fewer single-use menstrual products are being dumped into the local landfill.

Inspiration

Kylie and Michele co-founded AWWA together back in 2018. With 4 daughters between them nearing the beginning of puberty the conversation was raised about how to offer their daughters a period product that ‘is safe to use for first-timers and that also doesn’t restrict their sport’ and activities. Single-use pads were out of the question for their environmental impact as well as chemical and plastic nature so close to the skin. Re-useable pads had been done before but weren’t secure during sport. New Zealanders, being so far from the manufacturing giants both North and West normally rely on international shipping for niche goods such as period underwear. Kylie and Michele decided it was time to support their country in ‘providing accessible and affordable period underwear’ to the women of NZ. Launching as a Kickstarter in 2018, AWWA hit its $27,000 target in just 24 hours! Realizing the high demand from their fellow citizens, AWWA began.

Overall impact

According to Kylie, the high point of their 3-year-old business was back when they first hit their Kickstarter goal in 2018. The momentous and rapid response from consumers revealed that people were desperate for a sustainable menstrual product in New Zealand. This encouragement propelled AWWA into reaching the global market today.

Considering society was an integral part of the ethos in starting this company. With a background in social work for struggling families, Kylie had seen first-hand the impacts of period poverty on young women and families in New Zealand. Unlike those who can afford single-use or re-usable menstrual products, period poverty prevents women from attending school to better their education as well as not being able to work, resulting in even less income for a low-income family. ‘Part of [Kylie and Michele’s] ethos from day one was to help combat period poverty’ to make this a reality, AWWA has donated over 1500 pairs of period underwear in their first two years to local charities and schools.

AWWA is carbon positive — this means that they go beyond offsetting their own carbon footprint but in addition, take action to eliminate carbon from the atmosphere. To achieve their measured offset of 120%, AWWA operates with Ekos, a company that offers the sale of carbon credits in exchange for the growth and preservation of forests in New Zealand. Additionally, all packaging sent to customers is compostable.

Business benefit

Increasingly consumers across the globe are becoming more environmentally conscious as well as becoming more health aware. Steering clear from plastics for both reasons is becoming the norm. Additionally, consumers are paying closer attention to the way businesses operate, where they source their raw supplies and labor as well as social responsibility in general. Similar to the growing popularity of reusable coffee cups and metal straws, consumers are willing to pay a little more for a product that will last them years rather than further polluting the environment. It is this growing, positive mindset of individuals that allows AWWA to succeed as a viable business since 2018.

Social and environmental benefit

As addressed earlier, AWWA has a keen focus on ending period poverty as well as caring for the environment. AWWA period panties benefit consumers by enabling them to utilize a re-usable, hygienic, and safe product (more so than single-use items). Using period underwear carries no risk of Toxic Shock Syndrome unlike menstrual cups and are easier and safer to use for all ages. Besides the direct health benefits, this underwear enables women to be comfortable in all of life’s activities including school and work. ‘Period poverty in New Zealand is REAL’, and AWWA is actively contributing to eliminate this issue in New Zealand. This focus to get people back into the workplace and classroom is essential for female equality around the world; AWWA is making a real impact not only in their own country but also globally, through inspiring other companies to follow their lead. Ahead, AWWA also aims to convert their nylon use to recycled nylon from plastic bottles by mid-2021.

Interview

Kylie Matthews, Co-founder