Danish startup Organic Basics invented something the younger generation has needed for a long time—underwear you can wear for weeks without washing. Nope; this is not a pursuit to promote laziness, but about saving the environment. The special ingredient is silver, which kills 99.9% bacteria.
The organic underwear, invented by four Danish guys in their 20’s, is Organic Basics’ attempt to reduce energy consumption by industries and consumers alike.
“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,”
— Mads Fibiger, 27, CEO and co-founder of Organic Basics
A study from the Ellen MacArthur Foundation outlines the energy consumption of textiles industries by 2050. The industries will increase their consumption by three times, accounting for 26% of global emissions, up from 2% in 2015.
The company believes that the younger generation will opt for more sustainable approach rather than iconic brands like Calvin Klein and Diesel. A 2015 study from Nielsen shows that 66% of global consumers are willing to pay more for a sustainable brand.
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.
Silver’s antimicrobial properties make it the optimal coating for this undergarment. It kills 99.9% of the bacteria which is why it is also used by NASA astronauts to purify water. Not only bacteria, but silver also gets rid of the odour in the garment.
The company launched its first collection of products in 2017 after the most crowd funded fashion campaign in Scandinavia. Now Organic Basics are back with a new generation, Silvertech 2.0.
The organic underwear is now made from 100% recycled materials, and the silver treatment is 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.”
A 2-pack of SilverTech Boxers for men is priced at $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.