Mission Statement

 

As a new brand, we feel a responsibility to be environmentally conscious and incorporate sustainability wherever possible.   

All our underwear is designed and developed in the UK. We manufacture short runs, with a small family ran Portuguese factory whose ethical practises, are in line with our own.  Our packaging and swing tags are made from recyclable cardboard and paper. We carefully select fabrics that have minimal environmental impact.

We carefully select fabrics that have minimal environmental impact.  Our collection features soft Tencel® branded Lyocell, derived from eucalyptus trees (and occasionally oak or birch). This material is sourced from responsibly managed forests and plantations. The production process is designed to be resource-efficient and aims for close-to-zero waste. MicroModal, also featured in our collection, is made from wood pulp harvested from specially created forests in Austria and is biodegradable. Our Organic Cotton is GOTS certified. The Global Organic Textile Standard (GOTS) has established rigorous criteria for producing organic cotton to ensure reduced environmental impact, and we are proud to have their stamp of approval on our underwear.   

Not all our fabrics start with conscious roots but they have a clear pathway at the end of their life cycle to be recycled. This choice aligns with our core values of sustainability. Often some recycled fabrics can’t be recycled again, namely Nylons. Leaving us with the ethical issue of disposal.

Understanding that the life cycle of underwear can be extremely short, we focus on creating high-quality pieces from fabrics that can withstand multiple washes and wear without compromising fit or aesthetics, thus extending their life cycle.

We truly believe in slow fashion. 100 billion garments are produced globally each year, the fashion industry generates around 92 million tonnes of textile waste annually. Sustainability should not just be a buzzword used to sell products; it should be the core of our efforts to minimize environmental impact.

By changing the way we shop and care for our clothing, we can make a meaningful difference.