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Period underwear goes premium: How Femmze aims to disrupt femcare

Rebecca Quade started her career in marketing and PR for luxury brands, so when she decided to launch her own line of period underwear, Femmze, there was no question it would be a premium product. She spent over three years sourcing the fabric (luxury stretch cotton), perfecting the fit (brief, boyleg and g-string) and establishing the right visual language and tone of voice before launching the brand online last month. “It’s like a designer garment, it’s all those little touches and f