Pantys expands into Europe with Selfridges pop-up

Pantys, the absorbent underwear brand with completely carbon-neutral products, has expanded into Europe with a pop-up at Selfridges in London, the brand’s first retail partner.

Founded by Emily Ewell and Maria Eduarda Camargo in Brazil in 2017, Pantys was created to improve the quality of life for women through sustainability and innovation, whilst creating a positive effect on the planet.

To celebrate its expansion into Europe, Pantys has opened a pop-up in Selfridges which will run before end of July. The area has been transformed right into a stylish bathroom filled with a bathtub and sink. It stocks Pantys’ most popular underwear styles like the Bikini, Classic and Slim styles.

Emily Ewell, founding partner of Pantys and leader, said in a statement: “Three years after we launched in Brazil, we are thrilled to expand into Europe and bring Pantys to a lot more people. It really is our mission to improve the quality of life of these who menstruate while working to protect the earth every step of the way.

“We believe everyone deserves usage of menstrual hygiene and we also utilize a number of NGO’s to donate products in the Amazon, Brazil and across the world. As a B Corp, social impact is completely integrated into our business design so we increase our social value as we scale Pantys business value, working to support communities and preserve nature, especially in areas like the Amazon.”

Pantys opens pop-up in Selfridges, London
The brand is shaking up the menstrual market with its wide range of lines from period underwear to absorbent nursing bras and claims to be the first-period underwear clinically tested. Following research conducted by Johnson and Johnson in Brazil, it found that the utilization of Pantys through the menstrual period is clinically safe and will not cause irritation.

The study evaluated Brazilian women aged 18 to 35 years for four weeks and discovered that 64 percent of women felt freer if they were wearing Pantys. Whenever choosing clothes to venture out, 85 percent added that they felt cleaner, while 100 percent felt that wearing panties will not interfere with sleep quality and 88 percent said that they felt very comfortable.

Scientific tests proved that Pantys supports the five pillars of intimate health - pH, microflora, temperature, comfort and clinical safety.

Pantsy launches period pants in Europe
Pantys offers a wide range of lines from period pants for four different types of flow, light, medium, heavy, and overnight, to a postpartum line like the first absorbent nursing bra in the world.

Each pair of Pantys is hypoallergenic and features quick-drying, leak-proof, breathable, and antibacterial fabrics. The multi-layer lining technology aims to keep wearers feeling comfortable and dry during menstruation, as the fully absorbent layer eliminates 99 percent of bacteria.

Key styles are the barely-there Tanga, exquisite for light flows to the brand’s most popular style the Bikini with mesh fabric at the sides to stretch and flex as the body changes throughout its cycle.

There is also a post-partum collection featuring a Slim style with a broad waistband for a more supportive silhouette and a Bralette offering leak-proof comfort, lined with high-tech antibacterial technology which facilitates breastfeeding and prevents leaks throughout the day.

As the Grls collection is designed for extreme comfort and much flow throughout their first cycle.

Maria Eduarda Camargo, co-founder, chief operating officer and chief financial officer of Pantys, added: “Each Pantys product replaces the utilization of up to 500 disposable menstrual products a year and so are made out of biodegradable fabrics which decrease the product’s lifecycle.

“We are really proud our carbon labels are on every product, ensuring maximum transparency to consumers and empowering them to measure a product’s environmental impact, like calories on a food label. We include innovation throughout every step of our supply chain and sourcing practices to create the most sustainable product available in the market. ”

Pantys is also a B Corp brand, receiving its qualification in April 2019, and states that sustainability is at the heart of the brand with a committed action to track and improve its social accountability. Each product has its carbon label and it offsets 100 percent of its carbon emissions.