New York-based underwear brand THINX is quickly becoming one of the fashion industry’s most socially progressive companies. Not just a purveyor of feminine hygiene products, THINX aims “to eliminate shame, empowering women and girls around the world.” And, as illustrated by its latest product launch, this is a remit which extends to transgender men too.

While many people may not realise, women aren’t the only people to menstruate; trans men do too. This is a fact that was brought to the attention of THINX after it received countless messages from the trans community. “We hadn't given a lot of thought to it, which is not super surprising given the lack of trans male visibility even now,” says the company’s CEO Miki Agrawal in an interview with Mashable.

The reality is that some trans men choose not to undergo hormone therapy or sex reassignment surgery and so continue to have their periods – something which can be a painful, monthly reminder of their on-going battle, as model and actor Sawyer DeVuyst explains in a short film for the brand.

“A lot of people don’t realise that some men do get their periods because it’s just not talked about,” he says. “There’s a lack of trans male visibility and within that visibility, nobody is talking about periods or menstruation because it is a source of shame. It strips away masculinity because it’s viewed as a very feminine thing.”

“There’s a lack of trans male visibility and within that visibility, nobody is talking about periods or menstruation because it is a source of shame. It strips away masculinity because it’s viewed as a very feminine thing” – Sawyer DeVuyst

THINX’s solution? The Boyshort. Described by the brand as its “most gender-neutral style to date”, The Boyshort resembles a pair of classic men’s boxer shorts, fitted with an elastic waistband and crotchline details, as well as holding up to one tampon’s worth of menstrual fluid.

As for breaking the taboo surrounding menstruation, DeVuyst says it’s a case of talking about it more. “With women just being comfortable about getting their periods and with trans men just stepping up and saying this is something that happens and it’s the human body and that’s just how it works.”

It’s not the first time THINX has hit the headlines in recent times. Last month the company garnered media attention after its advertising campaigns (which featured a euphemistic grapefruit and egg out of its shell) were deemed “inappropriate” for the NYC transit system by a mostly male board. 

“You allow breast augmentation ads where they show little oranges as an OK ad to show?” said Agrawal, explaining the injustice of the situation. “We have a grapefruit in a more subtle way, and you’re saying that is suggestive. That’s absolutely not OK, that’s a double standard.”

Watch THINX’s People With Periods short film below.