New to the Market, Sustainable & Made in London: Alexander Clementine, a new and sustainable underwear brand, has just launched its second collection of underwear – made from seaweed and inclusively sized.
Super soft Fashion Underwear – Google searches for sustainable underwear more than DOUBLED in 2020 (GoogleTrends) meaning there are more than enough people looking for eco-friendly and ethically made underwear – but how do you differentiate between the greenwashed and the genuinely green friendly brands?
Super soft Fashion Underwear
Poised to shake up the fashion industry, Alexander Clementine is made exclusively in London with the mission to introduce style driven, eco-friendly underwear to the mainstream market. Founded in 2019 by couple Alexander Perry and Freya Clementine Rosedale, the brand is focused on creating an extremely soft cotton alternative with empowerment and transparency at the forefront of every product. An overlooked staple to your everyday, the underwear is designed for the wearer to look elegant and confident – and feel it too. “We wanted to build a sustainable underwear brand that rivals it’s fast fashion counterparts – where the style and design is as good as our ethical and eco credentials. There is definitely a gap in the market for style first sustainable underwear. You can’t buy second hand underwear, can you?!” say Alexander Perry and Freya Clementine Rosedale, Co-Founders. “Underwear is the first thing you put on in the morning and the last thing you take off at night so in making our collections the style and fit is as important as the comfort. We want our customers to feel their best from the start to the end of their day”.
The Inclusive and Eco Collection: “We like to say it’s good for you and good for the planet!”
Alexander Clementine’s first collection dropped in early May and was limited to an exclusive 300 sets in two sizes. Now they want to make sustainability as inclusive as possible – broadening their size range to include XS – XL. Their sets, available exclusively through their website, are twice as soft as cotton and use 97% less water consumption to create and are all handmade in London.
The breathable fabric is naturally antibacterial, anti-odour and wicks moisture away from the body providing the perfect fabric for underwear. Their underwear maintains the natural properties of seaweed and is enriched with vitamins and minerals that are absorbed through your skin. These include iron and iodine (vital for thyroid function) vitamins A, C, E & B12.
An unexpected review revealed the benefits extend to those going through painful cancer treatments – testament to the softness and inherent stretch and support of the fabric “I’ve been so uncomfortable and no bras provide the right kind of support, my lumpectomy breast is still scarred and painful from surgery. The seaweed bra provides enough support but is so soft and giving that it puts absolutely no pressure on my scar tissue at all. It also supports both breasts well even though they are now asymmetrical. The material is so breathable it means I don’t have to worry about my scar being irritated under synthetic materials all day. It washes and dries quickly so I wear mine everyday” (you can read the full review here). Not only does the fabric feel good and look good but Alexander Clementine is committed to doing good.
99% of all waste generated in producing the fabric is reused and recycled at their factory and no sweatshops or unfair practices are used anywhere along their supply chain.
Available now exclusively through their website www.alexanderclementine.com Pricing: Bra: £35. Bottoms: £35. Free delivery when purchased together and bundle options available.
