As it’s Endometriosis Awareness Month, we wanted to highlight something that really matters. Endometriosis affects 1 in 10 women, yet awareness is still shockingly low. In the UK alone, 54% of people don’t know what it is. More shocking still, 74% of men are completely unaware of it. While it impacts around 1.5 million people - a number comparable to conditions like asthma or diabetes, it remains widely misunderstood. That’s why raising awareness feels so important.
There are signs of progress that are really encouraging. Portugal has recently introduced legislation recognising endometriosis as a serious condition, allowing those affected to take paid time off work during severe flare-ups. Closer to home, a petition proposing similar support is being prepared for UK Parliament. Although a step in the right direction, there’s still a long way to go.
From a design perspective, working with healthcare, we see a lot of problems related to Endometriosis and everyday hurdles that need solving. Because awareness isn’t just about conversation, it’s also about how products respond to real needs.
Something that caught our attention in that direction came from Kuratd Studio, a community-led brand that our Head of Creative, Kitty, is part of. They are driven by women and shaped by lived experience, bringing together a community that understands the realities of conditions like endometriosis first-hand. That perspective is what makes their approach so powerful. Rather than designing for people at a distance, they’re designing with real insight and are translating everyday challenges into thoughtful, wearable solutions.
Their recently patented product are jeans with a hidden elastic system. They're designed to accommodate endometriosis-related bloating, while still looking and feeling like a great piece of jeans. For those unfamiliar, traditional denim can be extremely uncomfortable, rigid, restrictive and unforgiving on days when the body needs flexibility. This small but thoughtful innovation directly responds to that reality. Their whole range of products is entirely centred around comfort and we're huge fans.
We truly believe great design isn't just based on how good something looks but on how it works in everyday life and how it can solve real life problems. Especially for people whose needs are often overlooked.
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