All of this political branding came to a head during the recent International Women’s Day, when feminist organizations,<br />including leaders of the Women’s March, called for women to strike to raise awareness for women’s labor causes.<br />When Mr. Plank called Mr. Trump “an asset,” it didn’t sit well with brand ambassadors like Stephen Curry<br />and Misty Copeland, or the customers they’re paid to attract.<br />In recent years, that has meant pushing pop feminist messaging: Thinx advertises its underwear as “patriarchy-proof.”<br />But since the election of Donald J. Trump, the company’s branding has leveled up from vaguely political to outright partisan.<br />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<br />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.<br />Though political marketing by Thinx stands to stir up excitement among its most loyal customers,<br />the company has also heard from some who’d prefer their period panties without the politics.
