Holland & Barrett unveils ‘Endo Knickers’ to visualise the hidden pain of endometriosis

Holland & Barrett has created a provocative prototype pair of ‘Endo Pants’ to visualise the painful symptoms of endometriosis and spark conversation around the condition affecting more than 1.5 million women in the UK.

Developed with The Endometriosis Foundation to mark Endometriosis Awareness Month in March, the design aims to bring visibility to a disease that still takes an average of nine years and four months to diagnose after a first GP visit.

The knickers feature graphic design elements that mirror the lived experience of sufferers.

Thorned barbed wire appears to cut into the skin, deep red gashes spill from the seams and bruising spreads across the fabric to represent the burning discomfort many women describe.

Slashes positioned where the ovaries sit reference the sharp, stabbing pain commonly reported by those with the condition.

The design was informed by the experiences of three advocates – Carla Cressy, founder of The Endometriosis Foundation, alongside Sapphia Cousins and Charlotte Emily Price.

A QR code stitched into the garment’s care label directs people to Holland & Barrett’s free Menstrual Health Helpline, offering 15 minute video consultations with specialist nurses.

Lina Chan, Director of Women’s Health at Holland & Barrett said, “We’re putting women’s health needs first – from awareness campaigns like Endo Pants, to personalised support from our 700 in-store Women’s Health Coaches, we hope to help more women feel seen, supported and empowered to seek the guidance they deserve.”

During March, the retailer will double the number of helpline appointments available and introduce a limited number of in-store consultations for the first time.

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