The Equal Pocket Denim

It all starts with an issue that almost every woman comes across: jeans pockets where you can’t fit anything, not even a smartphone—a major inconvenience in the age of mobile payments. On average, women's jeans pockets are 48% smaller than men's, according to a study by The Pudding.

To address this topic, Air and Bancontact Payconiq Company, the mother company of the app, have partnered with Paradox Brussels, the Brussels-based streetwear brand, to create the Equal Pocket Denim. A pair of jeans that literally illustrates the difference between men's and women's pockets. Designed to meet everyone’s needs, this unisex jean features a functional “men’s pocket,” allowing women to fit their phones and much more, alongside a smaller “women’s pocket” for men to experience the reality their female counterparts face daily.

Pockets: A Symbol of Autonomy

Pockets are much more than a simple fashion detail. Since their appearance in the 19th century, they’ve become a symbol of autonomy for women. The Equal Pocket Denim embodies this freedom: the freedom to pay without constraint, to live one’s life, and never again be limited by a pocket that’s too small. Pockets today represent both independence and purchasing power—a synergy that aligns with Payconiq’s philosophy of universality and accessibility in digital money. With the Payconiq by Bancontact app in their pocket, women can always 'pay cool'

An Iconic Look for an Engaged Generation

Air selected Paradox Brussels for this collaboration: a young, dynamic brand that resonates with Gen Z and Millennials. The idea? To create a fashion piece that doesn’t go unnoticed and that sparks conversation. On the jeans, a hybrid Payconiq x Paradox logo plays with the past and future of pockets: a small pocket, marked “past,” and a large one, marked “future,” to showcase what pockets should look like for everyone, regardless of gender. The slogan of Payconic “live cool. pay cool” is also embroidered on the back right pocket.

Available in a limited edition of just a few hundred pieces in-store, this collector’s jean invites everyone to experience the reality of women’s pockets and to take a fresh look at persistent design inequalities. In collaboration with engaged influencers, the campaign aims to spread this message widely and encourage demand for larger, more practical pockets, enabling cool and easy payment.The Equal Pocket Denim launched with two offbeat videos inspired by 90s infomercials. Directed by Milan Quadens, founder of Paradox Brussels, and filmmaker Robin Knudsen, the campaign includes a teaser video and a launch video, accompanied by a retro-style photo series. If these jeans appeal to you, they are available at paradoxbrussels.com.