Community event leads charge to remove VAT on period sportswear ahead of World Menstrual Health Day.
On Monday 26th May, WUKA – the female-founded, award-winning period wear brand – will take to the streets of London alongside its community of supporters to march from Southbank to Trafalgar Square, rallying around one clear message: #PeriodsAreNotAPenalty.
This unapologetic, energising march is part of WUKA’s wider campaign spotlighting the unjust 20% VAT still charged on period-proof sportswear, including swimwear. Despite the landmark success of WUKA’s 2023 campaign that led to the removal of VAT on period pants, period swimwear remains classed as a “luxury,” leaving countless girls and young athletes behind.
“We removed VAT on period underwear – now we’re calling out the next injustice,” says Ruby Raut, CEO and co-founder of WUKA. “Periods should never be a barrier to movement, confidence, or sport. Yet girls are dropping out every day because they don’t feel safe, comfortable, or supported. It’s time to change that.”
Backed by Olympic champion Hannah Miley MBE, GenM, Luna App, and national sports organisations, WUKA is pushing the UK government to take action. The brand’s #PeriodsAreNotAPenalty campaign centres around an Open Letter demanding the removal of VAT from all period sportswear, helping ensure no young person is priced out of participating in physical activity.
This march is also a key moment in the lead-up to World Menstrual Health Day (28th May), amplifying WUKA’s mission to break stigma, promote equity, and make menstrual health a national priority.
Why it matters:
- 71% of girls avoid sport during their period.
- 43% of girls drop out of sport after primary school.
- 1 in 3 children leave primary school unable to swim.
- In marginalised communities, these figures are even more extreme.
WUKA’s latest survey shows:
- 46% of girls say their period affects sports/swimming participation.
- Over 50% fear leaks.
- 69% say the tax is unfair and limits access.
WUKA stands for Wake Up, Kick Ass – and this march is a living, breathing example of what that looks like. Period pride. Loud voices. Real change.
