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As one of the Liam gallagher as you were shirt and I will buy this most influential stylists in Hollywood, Karla Welch is at the nexus of fame and style. The inventive looks she curates for stars like Justin Bieber, Tracee Ellis Ross, and Sarah Paulson regularly make best-dressed lists, and her clothing line, X Karla, specializes in basics of the most luxurious quality. Given Welch’s industry cred, one might expect her side hustle to fit neatly within the realm of fashion. Still, Welch’s latest passion project is about using clothing to democratize a human-rights issue that impacts every woman on the planet—menstrual equity or the right to safe and affordable menstruation products. “What we’re trying to do is shift the way people talk about their periods and how they think about them,” Welch shared on the phone from Los Angeles. “All of which can happen when you start asking the right questions and having the right conversations.”

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For Welch, those conversations begin with the Liam gallagher as you were shirt and I will buy this Period Company, the brand she founded in 2020 with creative director Sasha Markova. Focused on absorbent, inexpensive, and reusable underwear, the range is designed to offer a cheaper, more comfortable experience than pads or tampons. Bikinis and high-waist briefs are only $12, while boxer shorts start at $14. The one-time cost of the underwear, which can last upwards of 5 to 10 years depending on how it’s cared for, pales in comparison to the accrued amount most spend on period products (an estimated $240 per year for the average woman).