The PMS Truck Is Rolling Into Your Town
By: Bill McCool
There’s a truck for everything under the sun these days, and not just trucks every type of cuisine imaginable. Mobile beer gardens? Yes. Dog grooming? Duh. Hell, there are even trucks just for knitting.
Well, now there’s the PMS Truck and they’re looking to not only change the conversation about menstruation—they want to sell you some period-proof underwear as well.
Dubbed the Fearless Bleeding Tour, THINX created the PMS truck with the help of industrial designers Visibility. Visitors to the truck are greeted with an immersive experience where they can book a one-on-one appointment with a period specialist to discuss what solutions would be best for their body and flow type. Women are also encouraged to bring their unused tampons with them after purchasing a pair of period-proof underwear so that they can be donated to local organizations that can help women with their periods.
The design of the truck is warm and inviting, featuring hardwood floors and minimalist touches, while also showcasing their wares. With its huge windows, it almost feels like you’re walking into a high-end brick and mortar, but it might just be a bold statement about the brand’s commitment to transparency and about creating an open dialogue about PMS. This is a truck that doesn’t have anything to hide or be ashamed of.
It’s a wise decision for the disruptive brand, and it’s also consistent with how they view themselves in the marketplace. After all, they’re the only company selling tampons inside of packaging that eschews the usual flowers and maxipad swooshes by instead featuring an abstracted vagina on the cover. When you remove the thin plastic cover from the box, it appears as if you’re removing one of their all-natural and biodegradable tampons—they’ve even printed “for real menstruating humans” along the sides of the box.
Brands, particularly those with direct to consumer model, need to create an experience for consumers. With so many politicians telling women what they should or shouldn’t do with their bodies while simultaneously trying to limit their access to birth control, the PMS truck is a viable means for THINX to speak out about empowering women while also tearing down any negative connotations about menstruation.
They're also afforded the chance to boldly speak up about their values as a brand. As co-founder Miki Agrawal recently told Co.Design, “The more we, as women, can face ourselves and our body parts (like our vaginas) and take pride in the amazing things our vaginas can do—like create life, feel pleasure, have babies, excrete things our bodies don’t need—the more empowered we will be overall.”
The PMS Truck will be on the road all through November, making stops in Denver, Chicago, and Dallas. If you aren’t just content to grab a pair of their period-proof underwear, they’ll also be having specialty cocktail happy hours along with yoga and pilates.
Bill McCool is a freelance writer based out of Los Angeles. Though new to the world of design, he has always been a storyteller by trade and he seeks to inspire and cultivate a sense of awe with the work and artists he profiles. When he's not winning over his daughters with the art of the Dad joke, he is usually working on a pilot, watching the Phillies, or cooking an elaborate meal for his wife.