Organic Underwear? Hell yeah.

Research has suggested that Millennials — the most socially conscious generation yet, are seeking out for more and more socially and environmentally responsible products. From their food, clothes, everyday items, their change in purchase behaviours has shifted the way the consumer goods companies approach and develop their products —  including the personal care products industry.

In an era where brands are becoming increasingly socially conscious to keep up with societal trends, Marc Skid is no exception. The recently launched online underwear retailer is using the finest, sustainably grown materials to provide its customers both a high-quality product and an opportunity to donate to feed, cure and save the world.

Here’s how your underwear can make this world a better place:

• Each pair of underwear is purposefully made with premium, organic pima cotton, which is grown on Peruvian family farms that adhere to tried-and-true farming practices that exclude GMOs, pesticides, and use sustainable growing methods such as crop rotation, intercropping, hand or mechanical weeding.
• Marc Skid underwear has paired up with REPREVE to incorporate one recycled plastic water bottle in every waistband, meaning one less bottle in a landfill.
• Marc Skid also donates $4 from each purchase to a Charity Navigator Four Star Charity. Each purchase provides customers the opportunity to donate to one of nine partnered charities.

In the midst of this sustainability revolution, it is easy to loose sight of the authenticity of companies who claim to have “green practices”. As we have discussed in class, there are many tools and measures that we as consumers, can utilize to help us better guide our purchase decisions. Such as being B-Corp certified, being part of SVN, and going that extra step to read through their publicly published sustainability reports.

While it might be time-consuming and considered as troublesome, I believe it is more about getting into the habit of “checking your ingredients”. We never used to care about what is the nutritional information on the back of our cereal, but now we are becoming more and more aware of the content of our food. And I think it is the same thing with choosing to make purchases with companies that we trust.