THINX, the New York-based company who recently brought period-proof underwear to the UK is now introducing their sister brand, Icon underwear, for women with bladder leaks. Available in light (6 tsp) and moderate (8 tsp), they eliminate the need for disposable products and are available in five styles: hi-waist, hiphugger, French cut, bikini and thong.
The brand is growing a passionate community that will help make the topic of bladder leaks less taboo, in a similar manner to how THINX has cracked the conversation on periods. Additionally, they are an environmentally friendly option to the disposable incontinence/bladder leak products, which make up 7% of the world’s landfill waste.
“One in three women have bladder leaks, from spring chickens to silver foxes,” commented Maria Molland, CEO of THINX and ICON. “Bladder leaks are common during pregnancy, childbirth and menopause, but can affect women at all ages and stages of their life.”
Like THINX, Icon offers a technology that absorbs and wicks away the fluid quickly, leaving no dampness or odor. The first layer is moisture wicking and fast-drying; second is the absorbent layer; third is the anti-odor layer; and last is the leak-proof layer. “The idea with Icon is that you can wear your underwear all day and feel comfortable and confident,” commented Molland. “They really feel like you are wearing regular undies with no bulking, and the best part is you can wash them with your other clothes, hang to dry and wear again and again, saving on excess plastic waste, benefiting the environment.”
