Lucy & Yak launches 'period positive' clothing line

Independent fashion brand launches ‘period positive’ clothing line, featuring trousers with a bloody tampon print and fruity dungarees promoting ‘vulva diversity’

  • Lucy & Yak is a Yorkshire-based fashion brand famous for its dungarees 
  • In 2020, the company launched vulva print clothing to start a conversation
  • It’s now created a new period positive line comprising trousers and dungarees 
  • Dungarees boast fruity ‘vulva’ print while trousers are printed with period items 

An independent clothing brand has launched a ‘period positive’ clothing collection in a bid to open up a conversation around topics typically considered taboo, including vulva diversity and period poverty.

Lucy & Yak, a Yorkshire-based company founded in 2017 by Lucy Greenwood and Chris Renwick, is best known for its range of dungarees, which often feature bold and colourful prints.

The trousers and dungarees are on sale now, and cost £36 and £62 respectively. 

In 2020, it launched trousers and dungarees covered in a vulva print. Now it has expanded its vibrant portfolio with these new designs, which it describes as genderless.

Posting about the new launch on social media, the brand said it wants to want ‘do our bit to normalise conversation & remove stigma surrounding vulvas and periods’. 

Yorkshire-based independent fashion brand Lucy & Yak has launched a limited edition clothing range designed to spark a conversation around taboo topics including menstruation and vulvas. These dungarees feature a fruity vulva print

The second item in the brand’s period positive range is these trousers, which boast a print featuring menstrual items including tampons, cups, and bloody underwear

This print, which features bloody tampons among other period-related items, was designed by artist Sam Dawood, whose work has been included in The Vagina Museum’s permanent collection

It added: ‘⁣⁣Half of the world’s population has one – so let’s have a bloody chat about it!⁣⁣’ 

As well as normalising periods, it wants to draw attention to period poverty, which refers to a lack of access to menstrual products.

A 2017 study of girls in the UK found that one in 10 were  unable to afford these products, with the same number being forced to use improvised sanitary wear.

As well as leading to potential health issues, period poverty can also cause emotional and mental challenges.

It is thought that the stigma around menstruation means the conversation about period poverty, as well as research into the topic, has been limited. 

The trousers, described by the brand as genderless, feature a red print on a pink background designed by artist Sam Dawood

Fruity: the dungaree print features different types of fruit, which the brand says represent vulva diversity

Lucy & Yak says it wants to ‘challenge the stigma around bleeding’ with its new trousers, which were created in collaboration with multimedia artist Sam Dawood.

Sam’s work has been included in The Vagina Museum’s permanent collection, as well as The British Library’s exhibition The Fight for Women’s Rights.


Period poverty, defined as a lack of access to menstrual products, hygiene facilities, waste management, and education, affects many women globally causing physical, mental, and emotional challenges. 

The stigma that shrouds periods further prevents individuals from talking about it. Lack of data and limited research on period poverty are challenges hence more research and engagement are called for. 

Period poverty like other forms of poverty can be debilitating. It can take different forms and has emotional, physical, and mental health effects on individuals.

Source: Journal of Global Health Reports 

Speaking about the red and pink print, which features bloody tampons, menstrual cups and underwear, the artist said: ‘My aim is to support others in not being embarrassed by nudity; to share the wonderful human form through art without censorship, shame or sexualisation.’

The second piece in the collection, the dungarees – or ‘vulvarees’ – feature a fruity vulva print created by LA-based artist Kelly Malka.

According to Lucy & Yak’s website, Kelly’s work is ‘both vibrant and relevant, raising awareness around important topics in her own distinct colourful style, often focusing on issues and conversations around the body and its form’.  

Speaking about the range, Lucy & Yak co-founder Lucy Greenwood said: ‘We’re so excited to launch our second Vulvaree edit, to continue to raise awareness of topics which can still be considered taboo, even in 2022.

‘I remember when I got my first period and how mortified I felt.’

She added that period ‘always turns up when you’re unprepared’.

She said: ‘I’m not even sure anyone had warned me it would happen, so you can imagine my surprise and panic.

‘I’m all for a world where no one has to feel ashamed or embarrassed about something as normal as bleeding.’

Alongside launching the range, Lucy & Yak will be making donations to organisations working to eradicate period poverty, including UK-based social enterprise Hey Girls.

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