WEARING GREEN UNDER

‘Green’ Undergarments — For a Premium
James Kanter, August 31, 2009 (NY Times)

"Is there really a market for “green” underwear?

"The “Pure” range of men’s briefs from Baskitwear, a clothing manufacturer, is the company’s second biggest seller, even though the garments — made from organically grown cotton using “earth-friendly dyes” containing no heavy metals — cost as much as 30 percent more than those in its regular line."

completely organic (click to enlarge)

"Whether or not that’s a fair indication of the wider market’s willingness to pay for green is hard to say. Baskitwear, after all, is something of a boutique line to begin with, with basic boxers and briefs running in the $13 to $18 range. (A 4-pack of Hanes “Fashion Colors” boxer briefs, by contrast, costs $8.50 at Kmart.)

"But Eric Schwers, Baskitwear’s chief executive, said the success of his Pure underwear line demonstrated that consumers — even in the worst economic downturn in decades — were willing to pay a significant premium for products made with ingredients and techniques regarded as more environmentally friendly."

G-9.8 makes bamboo undergarments for the faire sex. Doesn’t look like bamboo. (click to enlarge)

"…Baskitwear is among several companies exploring the potential market for more environmentally friendly underwear…The company C-in2, for example, offers a line of briefs made from bamboo — a highly renewable material. A typical pair runs upwards of $20. The French company G-9.8…[makes] men’s and women’s undergarments…from recycled white pine tree clippings…

"…Baskitwear emphasized that its Pure briefs last longer than conventional cotton underwear, because standard dying processes and non-organic cotton make for less hardy garments…[Baskitwear’s] organic cotton is separately cultivated and certified…"