Sustainable underwear brand WUKA stands for ‘Wake Up Kick Ass’, with the belief that nothing should hold you back when you’re on your period. And we’re here for it. Made by women, for women, Ruby Raut wanted to challenge the amount of period products that ends up in landfill each year.

After learning that 200,000 tonnes of tampons and pads end up in landfill in the UK each year, Ruby strove to create an eco-friendly option: and WUKA pants were born. Comfortable, leak-proof and made from antibacterial organic cotton and ocean waste plastics, they’re the planet-friendly alternative to more commonly used period products. 

Now, WUKA has just launched it’s Everyday collection of bralettes and briefs made from Tencel sustainably sourced materials that are both biodegradable and compostable. With WUKA researching to find out that the average woman in the UK will get through 1,700 pairs of pants in her lifetime and these only last, on average, one-two years, this recyclable underwear made to be super comfy will change the way each of us contributes to fashion landfill.

Here, the Sustainable Shopper talks to Ruby Raut about fighting to beat the ‘period pant tax’ and tips on how to be more eco-friendly. 

Ruby: Sustainability wasn’t something that was at the forefront of my mind growing up, until I arrived in the UK as an adult after growing up in Nepal. There was a huge difference in culture and attitudes towards reusing and re-wearing something or buying new. 

I studied environmental science at The Open University which truly opened my eyes. Having this knowledge definitely impacts the choices I make personally, and for WUKA as a sustainable business. I haven’t looked at fashion in the same way since!

We have this discussion a lot in the WUKA team, and we feel there is a difference between fashion and style: fashion implies trend-led pieces, which by nature isn’t sustainable. On the other hand, style is how you feel while you’re wearing something, and is all about discovering functional and enjoyable garments that last. Style is how you feel whilst you’re wearing something, and is all about discovering functional and enjoyable garments that last.

We aim to keep this front of mind when designing WUKA underwear, offering remarkable comfort whilst being planet positive. So, for our brand new WUKA Everyday underwear range, we chose to use Tencel fabric. Not only is Tencel biodegradable, compostable and produced in an entirely ‘closed-loop’ process, it’s proven to be 3.5x softer than cotton. The WUKA everyday briefs and bralette are truly pieces you’ll want to wear over and over – and the longer lifespan of Tencel means you can.

I think there is an ‘out of sight, out of mind’ view when it comes to sustainability and waste in general, so I believe that sharing information about the effects of fast fashion and plastic waste really helps to open our eyes about what impact it has on our planet.

Businesses and governments also need to act responsibly when manufacturing and making legislation; consumers shouldn’t be out of pocket when they want to make sustainable choices. We’re campaigning the government for fair and equal taxing of sustainable period products, and have been working closely with activists Ella Daish and Chella Quint to raise awareness of the menstrual mess that single-use period products cause. 

We have a dedicated ‘abolish the period pants tax’ section on our website, full of information and resources you can use to help spread the word, if you would like to join the fight!

I have many but I prefer influencers who help to explain and educate and lead by example, giving helpful tips and tricks, rather than promoting an ‘all-or-nothing’ approach to living sustainably. As a campaigner myself, I also admire those who are activists and promote change such as Ella Daish and Chella Quint. 

I would like to see more transparency about where garments come from, for example through third party certifications. Sustainability is unfortunately becoming a bit of a buzzword – there’s a lot of ‘greenwashing’ within the industry, with brands claiming eco-credentials they don’t fully invest in. In this sense, I think it’s unfair to put the responsibility on consumers who might be having the wool pulled over their eyes.

1. Only buy what you need – is there something in your wardrobe already that could be styled differently to create a new outfit?

2. Shop from responsible sources where possible – try charity shops, second hand shops and websites, swap clothes with friends, rent clothes for special events, and shop from local sustainable small businesses.

3. Read the label! A garment might be marketed as ‘sustainable’ or ‘conscious’, but what is the product actually made from? Who makes it? And where is it made? 

Sustainable Shopper edit by Ruby:

Images: courtesy of Ruby Raut/ WUKA