WUKA, the female-founded period wear brand, has teamed up with 3 x Olympians for VAT removal on period sportswear.
Despite the UK government’s decision last year to remove VAT on period pants, period swimwear remains taxed at 20%. WUKA’s latest campaign aims to address this oversight and encourage more women and girls to participate in sport, especially from a young age. As an award-winning startup WUKA, which stands for Wake Up Kick Ass, is committed to dismantling period stigmas and inequalities in women’s health and believe this period tax serves as a barrier for young swimmers and athletes – particularly girls – who often shy away from physical activity during periods.
Backed by three-time Olympic champion Hannah Miley MBE and a roster of period positive partners including LunaApp, GenM and national sports clubs, WUKA has launched a new campaign called #PeriodsAreNotAPenalty, urging people to sign an ‘Open Letter’ urging the UK government to remove the VAT on period sportswear.
With the new Labour government’s first budget set to take place in October 2024 and the first ever female Chancellor of the Exchequer at the treasury’s helm, WUKA hopes the path to menstrual justice will be smoother than previous years.
Hannah Miley MBE says “menstruation happens whether you are taking part in an activity or not, it does not seem fair that those who menstruate are faced with the extra financial burden in order to take part in their sporting activities. This inequality can impact participation in sports and I want to see period activewear not taxed so these products can be made more affordable and accessible. I’m thrilled to join forces with WUKA as we encourage more people to participate in sport, especially young girls. Tampons and pads are exempt so why not extend this to period wear swimsuits? It’s a logical and essential step to ensure consistency and fairness.”
WUKA Founder Ruby Raut comments, “Periods shouldn’t be a penalty that keeps girls out of the game. We fought to remove VAT from period pants, and now it’s time to extend that equality to period sportswear. The continued taxation of these products is an outdated oversight that disproportionately impacts women, especially young girls and those from underrepresented communities. At WUKA, we believe nothing should hold you back during your period—it’s time for the UK government to eliminate this financial burden for women who want to stay active. We’re delighted to join forces with celebrated athlete and force of nature Hannah Miley MBE, as well as our partners to ensure no girl is left out of the water or off the pitch because of her period.”
For more information and to read WUKA’s open letter, visit https://wuka.co.uk/pages/period-pants-tax
HOW CAN YOU SUPPORT?
1. Sign the open letter
2. Make your voice heard – shout about the campaign, share this link with your friends and share on social media using the hashtag #PeriodsAreNotAPentalty
3. Write to your MP and urge them to support the campaign
Join WUKA and stand with esteemed organisations who have signed the open letter including LunaApp, GenM, Black Swimming Association (BSA), Scottish Gymnastics, Welsh Rugby Union, Watford FC, Watford Swimming Club, London Titans, Evana, and BASES (British Association of Sport and Exercise Sciences).
