Today, mobile payments are everywhere. With 49% of Belgians now relying on their phones to pay, your phone has become your wallet. But for women, even carrying a phone is a challenge. Because women’s jeans pockets are, on average, 48% smaller than men’s. It’s not just a design flaw. It’s a design bias. A restriction on access. On autonomy. On financial freedom. Pockets may seem like a detail. But for women, they’ve always been political and a reflection of who’s expected to carry what, and how much space they’re allowed to take. And today, they’re still not equal.

Payconiq by Bancontact, Belgium’s leading mobile payment app, wanted to make that barrier impossible to ignore. So we turned the problem into a product. In partnership with Paradox Brussels, an emerging local streetwear brand, we designed the Equal Pocket Denim. An unisex pair of jeans with two radically different pockets. One large, functional pocket so women can finally fit their phone. And one tiny, impractical pocket so men can finally experience the problem. A simple, wearable way to expose pocket inequality.

The Equal Pocket Denim dropped as a limited edition, loose, unisex fit. Pink stitching inspired by Payconiq. Two radically different pockets: a small one embroidered with “past”, a larger one labeled “future”. Launched with a 90s-style infomercial, full of clichés. Sent to influencers to highlight the problem and not the style. They wore it. They shared it. Because everyone deserves bigger pockets to live cool and pay cool.

CREATIVE BELGIUM AWARDS 2025
BRONZE - INDUSTRY CRAFT ART DIRECTION

CLIENT
PAYCONIQ BY BANCONTACT

AGENCY
AIR

COLLAB
PARADOX