Organic Basics, a Danish startup has invented a pair of underpants that do not need washing for weeks. Surprised? Disgusted?
Then you must know that their move aims at saving the environment and taking up more sustainable habits. It is not about advocating laziness amongst the younger generation
“Our business is sustainable fashion. The traditional way of buying, wearing, washing and throwing away overpriced underwear is a terrible waste of resources. And it is extremely harmful to the environment,”
says 27-year-old Mads Fibiger, CEO, and co-founder of Organic Basics.
How does it work?
Washing and drying account for two-thirds of the total impact on the environment, and that is why Organic Basics got started on their underwear. The special ingredient is silver. This particular metal is antimicrobial which is why NASA uses silver to purify water for astronauts.
The underwear comes with a silver formula coating that kills 99.9% of all bacteria and odour in the garment, according to Organic Basics.
The company launched its first collection of products in 2017 after the most crowdfunded fashion campaign in Scandinavia. Now Organic Basics are back with a new generation, Silvertech 2.0.
The products are made from 100% recycled materials, and the silver treatment approved by the Bluesign system for sustainable textile production.
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“We use mechanically recycled nylon which is extremely sustainable as a textile choice. The nylon’s raw material is made from mechanically recycled nylon developed in Italy from post-industrial waste fiber, yarn from spinning factories, and waste from weaving mills. And we use a seamless knitting technology making the garment comfortable to wear even for longer periods of time,”
the founders explained.
Paving the way for a more sustainable fashion
The fashion industry, or rather the environment, needs a more sustainable approach. Studies have proven that the textile industry by 2050 will have tripled its energy consumption and thus account for 26% of global emissions, up from 2% in 2015.
Companies like Organic Brands are betting on consumers, especially the younger generation, choosing sustainability over iconic brands like Calvin Klein and Diesel. And time seems to be on their side. Market research has pointed out that global consumers, especially millennials are keen on spending on sustainable fashion.
A 2-pack of SilverTech Boxers for men costs $64 while a 2-pack of Thong for women goes for $56. So far, the company has sold more than 200,000 underwear products to approximately 50,000 customers.
We hope that the trend of sustainable fashion grows big and spreads across countries to make people aware of the importance of this.
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