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If You’ve Got A Great Idea, Go For It, Critics Be Damned

The women behind the innovative new women’s underwear company THINX wanted to launch an untested idea in a field dominated by corporate giants like Hanes, Fruit of the Loom, and Victoria’s Secret. Crazy? Maybe, maybe not.

Try to pitch THINX underwear at a party and the response will probably consist of a few bashful giggles and maybe a dismissive eye roll. But after that first reaction, fashionable underwear designed for a woman’s menstrual cycle starts to make a lot of sense. The nearly 700 backers of THINX’s recent Kickstarter campaign and the thousands of women who have already purchased the product certainly seem to think so.

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The three women behind the THINX underwear project started with a vision that would have raised a lot of flags–not to mention eyebrows–for any seasoned veteran in the women’s apparel industry. They wanted to launch an untested idea in a field dominated by corporate giants like Hanes, Fruit of the Loom, and Victoria’s Secret. The founders also decided to share profits with an African company attempting to bring a similar product to women in the developing world.


There were plenty of opportunities to throw in the towel, but after a few years of perseverance and research, THINX products are beginning to hit store shelves, and early sales have already eclipsed this year’s projections.

“If you see a need in your community not being met, go for it,” says cofounder Miki Agrawal. “Create something that solves that need. If people tell you otherwise, it doesn’t matter.”

Bottom Line: Don’t let critics destroy a great idea.

[Video produced by Shalini Sharma // Camera & edit by Tony Ditata]

About the author

Colin Weatherby is a writer, videographer, and current Leadership intern at Fast Company. If he's not strapped to a computer, he's usually on top of a mountain.

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