All of this political branding came to a head during the recent International Women’s Day, when feminist organizations,
including leaders of the Women’s March, called for women to strike to raise awareness for women’s labor causes.
When Mr. Plank called Mr. Trump “an asset,” it didn’t sit well with brand ambassadors like Stephen Curry
and Misty Copeland, or the customers they’re paid to attract.
In recent years, that has meant pushing pop feminist messaging: Thinx advertises its underwear as “patriarchy-proof.”
But since the election of Donald J. Trump, the company’s branding has leveled up from vaguely political to outright partisan.
Over sangria and gluten-free pizza with a roomful of journalists, Miki Agrawal, a co-founder of Thinx, led a conversation about activist resistance, feminism
and the Thinx brand, which has expanded with Icon, a line of “pee-proof” panties for leaky bladders, and Tushy, a travel bidet attachment that screws into a toilet.
Though political marketing by Thinx stands to stir up excitement among its most loyal customers,
the company has also heard from some who’d prefer their period panties without the politics.
