Joe Fresh releases absorbent underwear, partners with collective to improve period product access

Joe Fresh is expanding its intimates collection with a line of absorbent underwear.  

As part of the launch, the Loblaw brand has partnered with Love You by Shoppers Drug Mart to donate 10,000 pairs of the underwear to Moon Time Sisters, a project of True North Aid. 

Love You will donate $100,000 to the collective, which helps those who menstruate in remote Indigenous communities across Canada access period products.

The underwear, available online and in-store, come in a pack of two for $29, and range in size from XS to 3X. 

"Accessibility and affordability are always top of mind when we are creating new products for our customers." said Lisa Steele, director of communications at Joe Fresh, in a statement. "Nearly a quarter of Canadian women have reportedly struggled to afford menstrual products, and we know that Indigenous people in remote communities pay significantly more for menstrual products. Our hope is that this donation with Love You by Shoppers Drug Mart is a step in the right direction to provide greater accessibility to those who menstruate across the country."