the unwash review
Copenhagen-based brand, Organic Basics hit the scene in 2015 to make sustainable and affordable everyday basics. The founders, a group of friends, were frustrated with the limited options for quality underwear. Originally Organic Basics was focused on organic boxer briefs but due to their success and a market need, they’ve since expanded into a wide range of basics for everyone. From the start the brand is in the business of providing an honest, sustainable, and ethical product, putting their values at the forefront. The brand is B Corporation certified and carbon neutral certified from One Carbon World, along with various other certifications including earning PETA’s stamp of approval. Sustainability means something different to everyone which rings true for Organic Basics as they work to be values-driven across a wide spectrum.
Three friends, Christoffer Immanuel, Mads Fibiger, and Alexander Christiansen came together to launch a brand that was a more values-driven alternative to mass-manufactured clothing companies. The textile industry is the third largest polluter and with this knowledge at hand, Organic Basics wanted to be part of the solution to this rather than adding to the problem. The company is rooted in a commitment to responsibility, quality, and transparency. Since their launch in 2015, they’ve become a closet staple for basics, undergarments, and loungewear. In 2022 the company was acquired which can slightly alter the DNA of a brand. Other brands acquired under the same umbrella company aren’t committed to sustainability on the same level as Organic Basics. An acquisition can allow brands to commit to sustainability on a larger scale with greater capital or on the other end of the spectrum, can inhibit their values and trustworthiness with consumers. Plenty of fan-favorite sustainable brands have been acquired yielding a wide range of results, the gray area makes it even more important for consumers to do research and make decisions that align with their values.
“Curiosity and courage will take you far in sustainability development. Be bold and ask the ‘stupid’ questions when working with product development. Ask how you could optimize your design to limit waste, which sustainable fabrics you could implement.” – Christoffer Immanuel, Organic Basics Co-Founder
Organic Basics provides transparent information about everything from their manufacturing process to factory information, and material standards. All of their products go through a life cycle assessment with Made2Flow which assesses every part of the manufacturing process starting from raw materials. Life cycle assessments are used to better understand the product’s impact from start to finish, past the point of consumer use – whether that product gets reused, recycled, or thrown out. These assessments are one of the best ways for a consumer to better understand their purchases and for brands to provide easy-to-understand transparency. Sustainability does not just refer to the impact on the planet but also the impact on people and their communities. Organic Basics is committed to providing an ethical environment for their workers which includes safe factory environments and ensuring liveable wages.
Look no further if you want a reliable destination to find sustainable everyday necessities. The brand is slated to come out with new clothing categories in 2023 including babywear. Brands like Organic Basics are setting a standard for the fashion industry and paving the way for a more sustainable future for fashion. Life cycle assessments, manufacturing transparency, and recycled materials should be the new normal, not the exception. Second-hand and re-used are always the most sustainable options but for new purchases, Organic Basics provides ample trust for consumers to find ethical products.
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Underprotection
Underprotection makes sustainability sexy with its environmentally conscious lingerie line. Based out of Copenhagen, the founders saw the need for a sustainable option for something we need every day – underwear. The brand came into the industry with hopes of sparking change as they were one of few sustainable options on the market. As the brand has grown they have stayed true to their commitment to being a sustainable, ethical, and high-quality choice for intimates.
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DedCool
A favorite fragrance brand among Gen-Z continues to make waves across various product categories. The brand is known for its fun, playful, and experimentative fragrance line and has recently pushed the boundaries by diving into laundry care, room fragrance, and even…bathroom drops, to name a few. The brand sets a precedent that all companies should take extra measures to create products with greater circularity in mind.
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Noto Botanics
Noto Botanics is an inclusive skincare and beauty brand that is focused on making an impact, especially in the LGBTQIA+ community. The brand is multi-use for an array of skincare needs with its minimalist, streamlined product line. Their line includes moisturizers, serums, cleansers, and lip and cheek tints. Noto Botanics is just as much about its products as they are about its mission. The brand’s DNA is rooted in inclusivity, community, and giving back.
