We’re operating in a world where brand ‘transparency’ feels more opaque than ever. CSR is increasingly seen as a fad, and sustainability has lost its meaning – with some going as far as saying the word should be banned.
Honesty is always the best policy, which is why we wanted to explain exactly what to expect when you buy Bedstraw + Madder underwear. This isn’t simply a tick-box exercise – these are our values. They support our brand ethos and are non-negotiables for the way we do business, day in and day out.
We never settle
Before Bedstraw + Madder became a reality, when it was just the seed of an idea, we knew that pushing forwards, breaking boundaries and creating new norms would be key. It’s becoming equally clear that there’s no point just ‘sustaining’ the world as it is. The reality is that we need to reset the natural balance; we need to fix fashion. There’s so much we can do to make clothing in a way that is kind to people and the planet – and so we will always explore every avenue in every part of our business to make the most considered decisions possible. Forget no stone – it’s no cotton boll unturned.
We’re traceable and trustable
Transparent supply chains should be a given. We proudly grow our own cotton, which means we know the impact we’re making on the world around us, and ensure human rights are respected throughout our entire supply chain. And because we’re seriously serious about traceability, very soon you can follow the journey of each and every knicker we make through our QR codes. From field to fabric.
We act with integrity
We’re committed to making moral decisions that not only cause no harm, but do good – for both people and planet. And while we believe in the choices we’ve made and the methods we use, we know that nobody is perfect. So if things change, we’re ready to have open and honest conversations, and to rethink and course-correct as and when needed. It goes back to our belief in never settling. It’s the only way we can keep making a difference.
And this is all interconnected – a holistic view
Underpinning everything we do is a holistic approach; considering how every action and decision affects everything and everyone – whether that’s a cotton farmer and their family, the biodiversity of the land, or the customer hurriedly picking a pair of pants from their underwear drawer ahead of a busy day.
Those are our values. But what makes us different to other ‘sustainable’ underwear brands?
- Our knickers won’t fade into the background: We're unbelievably proud to have hit a first in the natural dye world, having achieved industry colourfastness standards with our plant dyes (meaning it won’t fade or run easily)
- Inventing new norms: After a lot of trial and error, we’ve taken a step into unchartered territories and created recycled elastane waistbands & trims for our knickers that are also biodegradable: from the Earth back to the Earth
- What goes around comes around: To be sure that we are creating truly circular solutions, we tested the biodegradability of our cotton at the Eden Research Laboratory. They’ve confirmed that our intimates completely biodegrade within three years – ensuring a better world for future generations
Sound like hard work? That’s because it is. As the famous saying goes, if it was easy, everyone would do it. But this is the regeneration generation; and we won’t settle for less.
Want to know how Bedstraw + Madder came about? Meet the founders here (link).