Mind the Clit

Using Branding to Take a Stand Against FGM/C - by Zinduka e.V.

1 strong

Signs of Attention
200+

T-shirts sold
XX

supported girls and women

Mind the Clit's Mission

Mind the Clit advocates for a holistic approach to sexual and reproductive health. After all, sexuality is shaped not only by our bodies but also by societal norms and structures.

Our goal is to break down taboos and communicate topics such as genital autonomy in a way that is understandable, positive, and empowering. Many of these topics are still associated with shame or are rarely discussed because they are not taken seriously enough.

Awareness

Promoting a human right by wearing a T-shirt

Message

Become an advocate for the "Mind the Clit" message and help spread awareness

Education

Breaking a taboo that shouldn't be one, to protect girls' rights

Role Model

Be courageous, share values, and be open to dialogue

Commitment

actively advocate for a world without FGM/C and for a world of equality

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Breaking Taboos with Statement Shirts

With our colorful statement shirts and vulva stickers, we’re bringing the topic of self-determination into the public sphere. They draw attention to gender equality, spark reflection, and open up conversations about issues that often remain invisible.

That’s why our merchandise is more than just eye-catching: it raises awareness of gender-based discrimination, fosters dialogue, and helps break down taboos. Every conversation, every question, and every encounter contributes to shaping a more open, respectful, and just society where gender-based violence has no place.

Definition of Sexual Health

"Sexuality is influenced by the interplay of biological, psychological, social, economic, political, cultural, legal, historical, religious, and spiritual factors."

€39 retail price for a T-shirt

After deducting production costs, all proceeds go to the projects in Kenya. The Mind the Clit T-shirts are made from high-quality, sustainable cotton.

The vulva as a provocative key visual

The vulva, used as the key visual for the Mind the Clit brand, was deliberately chosen to draw attention to a clear violation of human rights and to encourage education and discussion.

As early as 1975, the World Health Organization (WHO) emphasized how important it is to view sexuality as something positive and natural—as part of a healthy and self-determined life. That is exactly what we are committed to.

Our contribution to this effort is sex-positive education. We want to encourage people to talk openly, confidently, and without shame about their bodies and their physical autonomy. Because knowledge builds confidence—and self-determination begins with the ability to make informed decisions for oneself.

FAQ: Mind the Clit

Where can I order Mind the Clit merchandise?

You can find the Mind the Clit online store here: https://nurcool.es/collections/mind-the-clit

How do you ensure that the money reaches its destination?

Zinduka e.V. has offices in both Germany and Kenya. This means that donations are not passed on through third parties but go directly to the projects in Kenya. If you’d like to know what Zinduka has already accomplished, feel free to check it out here.

Our Partners

Mind the Clit is supported pro bono by two major partners:

The Cologne-based company nurcool, as an official partner, produces and sells licensed merchandise for various well-known German artists, comedians, and podcasters. On behalf of Zinduka e.V., they handle the production and sale of Mind the Clit T-shirts.

The Vienna-based agency C.FISH is further developing the Mind the Clit branding and supporting the project with communication and marketing strategies.