#whatsinmytampon

 Freda

Freda

by myFreda.com More than 1,000 fashion brands and retailers including ASOS, Nike, Levi’s, Adidas and Burberry have joined Fashion Revolution, the global movement advocating greater transparency, sustainability and ethics in the fashion industry supply chain - and now organic period care range Freda has become the world’s first non-fashion brand to join Fashion Revolution, with the aim of applying these values to the femcare industry and ultimately transforming the way period care products are sourced, produced, and purchased.

Since Fashion Revolution was established in 2013, brands, retailers, distributors and wholesalers have demonstrated their commitment to ethical production by sharing the stories of their makers, farmers and producers in response to the question #whomademyclothes, and publishing information clearly and publicly about their company’s social and environmental impact.

Unbelievably, given that they are the most intimate product a woman will use in her lifetime, tampon brands are not legally required to disclose their ingredients – which often include chemicals, fragrances, dyes, rayon, polyester, polyethylene, polyproprylene, chlorine and pesticides.

 Freda products 3

Freda products 3

Freda launched in January and is aimed at modern, health- and socially-conscious women. Made in eco-certified factories in Scandinavia and Central Europe with over 70 years of expertise, Freda tampons are made from 100% naturally-absorbent, breathable, hypoallergenic organic cotton for enhanced protection and comfort - and are free from the chemicals and synthetic fibres found elsewhere, making them kinder to you and the environment. Its online subscription service allows you to select your own combination of products and absorbencies based on your period, and its period tracker syncs the delivery of your products to your cycle. Freda is on a mission to break down period taboos, which have contributed in part to the opaque nature of the industry, by discussing the topic openly. The company has been created for women by women - and they give back to women as a portion of every Freda purchase is donated to initiatives worldwide tackling period poverty.

Commenting on the initiative, Freda founder Affi Parvizi-Wayne says: “Across fashion, beauty, and food, consumers are seeking greater transparency, but when it comes to femcare, many of us are still buying the same products on auto-pilot. In being honest about the ingredients and manufacture of our products, we’re equipping women with the knowledge they need to make an informed choice about the products they buy and the companies they support. Our ethos is completely in line with that of Fashion Revolution, and we feel incredibly honoured to be the world’s first non-fashion brand to commit to these values, which are crucially important across all industries.”

Commenting on Freda joining the initiative Heather Knight, Communications Director at Fashion Revolution said: “Like us, Freda and their customers care about the provenance of their products and want to make a positive difference. I think there’s great synergy! Fashion Revolution works to advocate for positive change in how our clothes - and now period care - are made, and to celebrate those who are on a journey to create a safer, cleaner, and fairer future.” Named after Freyja who, in Norse mythology, is a goddess associated with love, sex, beauty and fertility, Freda believes that having transparent conversations is key to creating a generational change towards bringing periods to the forefront of awareness which will help to bust myths, break taboos and normalise conversations. A Freda subscription costs around £6.99 a month and can be purchased at www.myfreda.com