Pocket Sized Problem? KFC Serves Up a Cheeky Fix

Women’s pockets aren’t just small – they’re practically a myth. On average, they’re 48% shorter and 6.5% narrower than men’s. Forget fitting a phone; sometimes, they can’t even handle a rogue lipstick. Meanwhile, men get deep, functional pockets – big enough to hold wallets, keys, and the biggest iPhone. It’s a pocket-sized injustice that’s been stitched into fashion for far too long.

KFC knows a thing or two about pockets. The KFC Pockett is the gold standard of grab-and-go convenience – compact, perfectly proportioned, never bulky. If men’s pockets can easily fit a crispy golden wrap, shouldn’t women’s pockets be functional too?

This International Women’s Day, KFC, Singapore-based denim label, Pinheads, and creative innovation company R/GA are teaming up to have a little fun with fashion’s tiny pocket problem. Enter The Pocket Fix – a bold, one-of-a-kind denim pocket inspired by the exact dimensions of a KFC Trio Pockett (13.5cm x 19cm). Crafted from Japanese denim and blending KFC’s signature elements—bold red and white stripes, the Colonel’s bolo tie – with Pinheads’ signature parallel tacks and metal hardware rooted in classic denim heritage, The Pocket Fix isn’t just practical; it’s a playful fashion statement.

"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," said Jalene Seah, co-founder of Pinheads. "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."

“Women have been complaining about tiny pockets for years. We want everyone to have pockets big enough to fit a KFC Pockett." said Jaslyn Lam, marketing director at KFC Singapore. “We hope The Pocket Fix makes people smile – and maybe even makes fashion take note.”

Carmen Ang, senior art director at R/GA, added, “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.”

The Pocket Fix isn’t just a campaign – it’s a pocket revolution. Singaporean influencers, including Ian Thio, Kelly Tan, and Queenie Lim, are leading the charge, stitching The Pocket Fix onto pocketless pants and dresses and showing off their pocket fails on social media. Using #PocketFix, they’ll call out the lack of functional pockets in women’s fashion – because, really, how hard can it be? And to keep the movement going, the special KFC Pockett pocket pattern will be available on Pinheads’ website, so anyone can download it and create their own pockets.

From March 6 to 19, 40 lucky winners will snag a custom Pocket Fix by sharing their most epic pocket fails on their favourite influencer’s post. The best stories will win an invite to a fashion shoot captured by a female photographer, turning a personal frustration into a bold statement.

The movement wraps up at KFC Kallang, where influencers and winners will transform the restaurant into an unexpected fashion runway. Because, honestly, why shouldn’t fast food bewhere fashion finally gets its pockets right?