12 more motivating to get you out of bed in the morning! Tell us about your product offering. We sell a range of stylish, comfy underwear for men, women and girls, providing a range that is made from super soft organic cotton and that is inclusive in its sizing (e.g. sizes 6 to 22 for women and XS to 3XL for men). We don’t age our girls’ ranges and instead use Ugandan town names to differentiate the sizes as we don’t want to add that unnecessary pressure to young girls and we have an empowering message inside each pair of underwear as an uplifting message to the wearer. We also make super soft pyjama bottoms / lounge pants from our end of roll fabric, and scrunchies from any smaller bits of material. What are your most popular products? Our most popular products are what I would call the classics, so anything in black and our bikini bottoms, which is the most traditional knicker shape. For men it’s our hipster trunks, again in black or dark colours. Have any styles taken you by surprise with their popularity? Our boy shorts have been really popular, as they provide a bit more coverage but in a low rise option which works well under jeans, as well as having a minimal VPL. We also introduced a new bra last year which provides more support for larger cup sizes but still without wires or synthetic fabric. That’s been incredibly popular, as have our cosy pyjama bottoms (with great pockets!) How do you keep your designs fresh and current? Do you follow trends? We introduce new styles only in response to customer feedback and deliberately don’t follow trends as that’s counter to our sustainable and slow fashion values. Our focus is on making comfortable, stylish underwear in everyday styles that are good quality and will last. What sets you apart from your competitors? All of the above really. There are some brands who use cotton, or even organic cotton, and others who have similar styles, but nobody with the same level of focus on sustainability and nobody with the giving-back model. We are trying to do something different and show that fashion can be a force for good, and everything we do contributes to that. We package our underwear in reusable 100 percent organic cotton bags, use biodegradable mailers that we collect and turn into earrings, and we collect bras and recycle old underwear and socks (from all brands, not just ours) to prevent it from going to landfill. You are a leading B-Corp business in the UK. Can you give a round-up of why you decided to gain this certification, what it means, and why it’s important to your business. I fundamentally believe that business can – and should – be a force for good, so as soon as I discovered the B Corp certification it was a no brainer as something we wanted to achieve. I initially thought we were too small to manage it, but after lots of hard work we certified in 2021 and it’s actually been a great framework for us to grow with. I love
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