Weaving the future: AWWA’s journey into a new era

Weaving the future: AWWA’s journey into a new era

Kia ora AWWA whānau!

Today Kylie and I come to you with some exciting news: our much-loved pākihi has been acquired by Lux Perry, the visionary CEO behind the Canadian period pain relief startup Somedays and new owner of Aisle, one of the first companies (in the world!) to bring modern reusable period products to the masses. 

This acquisition marks a powerful new chapter for us at AWWA as a purpose-driven business and in light of the challenges faced by many New Zealand businesses right now, we are super proud AWWA is leading the way with this innovative approach to growth.

In fact, we feel there’s a whakataukī that speaks to this moment beautifully: Ka pū te rūhā, ka hao te rangatahi—The old net is exhausted, and the new net goes fishing. 

It is time for fresh energy and new leadership to carry our kaupapa forward!

The Beginning: From I Am Eva to AWWA

AWWA (formerly I Am Eva) began in 2018 when my co-founder Kylie Matthews and I (Michele Wilson) started talking about our ikura or periods. 

We were both māmā to two kōtiro (daughters) and in terms of managing our period, Kylie was using a menstrual cup and I was using pads.

We started thinking about what our girls would use once they got their first period and how the thought of saying, “here you go darling, try and figure out this menstrual cup” didn’t quite sit right with us.

I was also deeply inspired by reindigenising my ikura following my Rongoā study. Our tīpuna used to talk about our menstruation, calling it ‘te awa atua’ or ‘the divine river’- a sacred and powerful flow of life. Yet, in today’s society, periods are often still made out to be ‘paru’ or ‘dirty’ and are surrounded by stigma, waste, and environmental harm. 

That’s when AWWA was born and our ‘baby’ quickly rose to become a household name and Aotearoa’s first period underwear brand, offering a sustainable, empowering, and culturally-grounded alternative to traditional menstrual products.

Why We Created AWWA

In addition to wanting to reconnect to our indigenous ways of viewing ikura, we were also acutely aware of the impact menstrual products were having on Papatūānuku.  

According to research, each person uses around 11,000 tampons in their lifetime, leaving a carbon footprint of 5.3 kilograms of CO₂ annually. Tampons and pads, partially made of plastic, can also take up to 500 years to decompose, with even organic options ending up in landfills.

Kylie and I spent a year researching and developing AWWA and found that fabric technology had evolved enabling us to create period underwear that was absorbent, leakproof, and reusable. 

With natural fibres and moisture-wicking layers, we designed our high-tech undies to hold the same amount of blood as two - five tampons while staying dry and odour-free.

With our design on lock, we knew we were on to something special and after successfully raising $75k during our Kickstarter campaign, we sold more than 3,000 pairs (worth $120,000) in just a few months. 

The demand was overwhelming and confirmed what we had believed all along: wāhine were ready for change.

Empowering people, protecting Papatūānuku

Since those early days, AWWA has grown into a movement and together with you, our incredible community, we’ve achieved so much, including:

• Saving more than 54 million single-use pads and tampons from ending up in landfill (as at end of FY24).
  
• Providing affordable alternatives to expensive international brands, making sustainable period care accessible to New Zealanders.
  
• Donating 2% of annual revenue by way of product donations and supporting initiatives to end period poverty in Aotearoa.
  
• AWWAs waste reduction and recycling initiatives resulted in a 27% reduction in general waste leaving the warehouse in FY24.
  

We believe our products offer a better way to manage periods for people of all shapes, sizes, and identities, but more importantly, align with our commitment to care for wāhine and Papatūānuku while honouring tikanga Māori.

Passing on the mantle

As we look to the future, we are excited to pass the mantle to Lux Perry and the team at Somedays, knowing AWWA is in good hands. 

Lux is a visionary leader with a bold commitment to period wellness and as the CEO of Somedays, Lux has revolutionised period pain relief by offering innovative products that centre care, comfort, and dignity. Like AWWA, Somedays is built on values of sustainability, equity, and innovation—making this partnership a natural fit.

This transition is therefore not an end but a new beginning for AWWA and by partnering with Somedays, we’re ensuring that our kaupapa reaches the global stage.

What’s next 

After years leading AWWA as CEO,  I will step back from the day-to-day leadership of AWWA.  I will remain involved as a minority shareholder and advisor and will continue researching and developing Ehoa, the first indigenous period tracking app based on the Maramataka. 

Kylie will also remain part of AWWA’s story as a consultant, focusing on supply chain optimisation, ethical supplier relationships, and sustainability strategy. She is also completing her Master of Sustainable Business, which will further her work to drive meaningful change.

We feel incredibly proud of everything we’ve achieved with AWWA. Building a brand that has transformed how women experience their period and championed sustainability has been one of the greatest privileges of our lives. 

This feels like such a natural evolution - for AWWA, for me, and for the impact we want to make in the world. We are incredibly grateful for the journey so far and for everyone who’s supported AWWA. 

Why did we choose Lux and Somedays?

It was so important that AWWA’s next phase aligned with the values we’ve built the brand on. Somedays understands what it means to stay true to a purpose driven mission, and they’ve created a model that allows smaller, purpose driven brands like AWWA to grow without compromising those values.

To Our AWWA Whānau

To everyone who has supported us, ngā mihi nui. This journey has been a collective effort, from the wāhine who trusted us to the global community who have embraced our vision. AWWA exists because of you, and this transition means our kaupapa will continue to grow.

With Somedays at the helm, AWWA’s story will continue to reach new heights, empowering more people while staying true to our roots. The new net is strong, and the waters are vast and together, we will continue to weave a future of innovation, sustainability, and empowerment.