In many cultures, menstruation is treated as something

to be whispered about. Women face a deeply patriarchal

society filled with prejudiced norms, economic

challenges, lack of awareness, and limited access to

basic hygiene needs like toilets and sanitary products. Euphemisms like “Time of the Month” may seem light-

hearted, but they reinforce the idea that menstruation is

something to be hidden. THAT is A brand designed to work with the reality; packaged in newspaper, not to hide, but to

highlight the absurdity of needing to. THAT is a sanitary brand created around the shame and embarrassment people face around periods. And the name is just… THAT. Because if society won’t let us say the word, we’ll still find a way to say it.

Just say, “hand me THAT”