Aussie Start-up set to Disrupt Cotton Underwear Sector
Certified Organic and Fairtrade cotton underwear brand, Mighty Good Undies are set to disrupt the conventional chemical-laden underwear scene through their offering of quality mens and women’s basics underwear at affordable high street prices.
The Mighty Good Undies brand is spearheaded by activist and ethical fashion designer Hannah Parris and Entrepreneur Elena Antoniou, and was inspired by the idea of creating a brand that engaged everyday consumers with the story of cotton whilst scaling up the demand for, and use of, Fairtrade and organic cotton.
Hannah says “We wanted to create an accessible, ethical and organic cotton product that would act as a tool to disrupt the way people see, understand and buy conventional cotton and the mainstream fashion supply chain — with all its social and environmental problems.
As part of its launch, Mighty Good has released a clever and funny educational video called “Uncomfortable” and an e-book “The Cotton Tales” that visually engages the viewer with some uncomfortable truths about conventional cotton farming will be released on the 24th April 2016 to coincide with Fashion Revolution Day.
“We believe that change in the industry will only occur if we scale up the demand for ethical cotton. Getting major retailers on board is a large part of this” explains Hannah.
Each pair of underwear is matched with a 1kg carbon offset and packaged in a re-usable Organic Cotton Fairtrade bag promoting facts about the impacts of conventional chemical cotton farming on health and the planet.
Elena says “We are proud that our brand is ethical from the cotton plant right down to the packaging, plus we doing something for climate change too — and all at a price that has appeal to major retailers and consumers alike.”
There’s really no reason why you shouldn’t #switchyourunderwear
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