Singapore – KFC is dishing out a fix for women’s generally tiny jean pockets this International Women’s Day. Collaborating with denim label Pinheads and creative innovation company R/GA, the fast-food chain has unveiled the ‘Pocket Fix,’ addressing the unequal pocket sizes between men and women.
The ‘Pocket Fix,’ which fits KFC’s ‘Pockett’ wraps, can be stitched to fashion items needing compartments. Made from Japanese denim, the attachable pockets bear KFC’s distinct elements: red and white stripes topped with the Colonel’s bolo tie.
More than a functional fashion statement, KFC’s ‘Pocket Fix’ is challenging the gender bias seamed into women’s pocket sizes.
To amplify the campaign, KFC is collaborating with Singaporean influencers, including Ian Thio, Kelly Tan, and Queenie Lim. While stitching the ‘Pocket Fix’ into their pants and dresses, the influencers are also pointing out the lack of practical pockets in women’s apparel.
The pocket pattern will be made available on Pinhead’s website, allowing anyone to download it and create their own pockets.
“In womenswear, pockets are often designed with aesthetics in mind rather than functionality, leaving us with impractical pockets that can’t even hold a phone,” Jalene Seah, co-founder of Pinheads, said.
“Our Pocket Fix collaboration with KFC, inspired by the KFC Pockett’s unique shape and dimensions, allowed us to create a pocket that is not only spacious and practical but also stylish – proving that you don’t have to choose between form and function,” Seah added.
“Women have been complaining about tiny pockets for years. We want everyone to have pockets big enough to fit a KFC Pockett. We hope The Pocket Fix makes people smile – and maybe even makes fashion take note,” Jaslyn Lam, marketing director at KFC Singapore, said.
Carmen Ang, senior art director at R/GA, commented, “The moment we realised our KFC Pocketts wouldn’t even fit in our own pockets, we had to laugh – because, let’s be real, women’s pockets are kind of a joke. The idea clicked with everyone, no matter their gender. So, this International Women’s Day, we wanted to create something fun (and actually functional) to shine a light on the issue.”
