Yes, that’s right — underpants you can wear for weeks without washing. But Organic Basics’ mission as a company is not to advocate laziness amongst the younger generation, though it might seem the case.
No; it’s all about saving the environment.
“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.
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.
“It works. You can wear our underwear much longer before washing. You save time and money while we reduce the waste of water and energy,” Mads Fibiger explains.
The underwear is made from 100% recycled material
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 now made from 100% recycled materials, and the silver treatment approved by the Bluesign system for sustainable textile production.
“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.”
It’s the fashion industry that’s dirty — and it needs to change
The fashion industry, or rather the environment, needs a more sustainable approach. Right now the trade is on a trajectory towards more negative impact. A study from the Ellen MacArthur Foundation describes how 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. A 2015 study from Nielsen shows that 66% of global consumers are willing to pay more for a sustainable brand, and among millennials that number is even higher, 73%.
“We believe that the fashion industry is a dirty b*****d that has not contributed to a better environment. We want to show that it is possible to make great products at a reasonable price with 100% sustainability.”
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.