It’s the first thing we put on every day.
We might not give it much thought, but the underwear we choose has a big impact on how we feel.
While our clothes help tell the outside world who we are, the right underwear can be key to starting the day with confidence, and feeling comfortable in your own skin.
But unfortunately our clothes have a chemicals problem.
Synthetic materials like polyester leak harmful microplastics into our waterways.
The chemicals used to treat fabric and make it more durable have been linked to health problems like asthma and a weakened immune system.
And even when we avoid chemicals and choose natural fibres like cotton, unless you go Organic, pesticides and fertilizers are still involved in the production.
Not exactly something you want close to your most intimate areas!
Plus the significant water footprint required to grow it takes a toll on the planet.
And if you want to dress well and feel good, you need to be sure that your clothes have had a positive impact on the world too.
What if I told you that the secret is seaweed?
Freya and Alex are the power couple behind the future of fashion.
On a mission to make the softest, most comfortable underwear that makes you feel amazing and treads lightly on the planet.
Their stylish designs are incredibly soft, silk-like and made from…seaweed.
SeaCell™ is made from seaweed sourced from the Icelandic Fjords – harvested every 4 years over the regenerative point, so full regrowth is possible between harvests.
And it’s not just great for the planet, it’s kind to skin too.
The seaweed is untreated, which means it remains rich in essential vitamins, trace elements, amino acids and minerals.
The substances found in seaweed help to activate cell regeneration, which in turn can help to relieve skin diseases, reduce inflammation and soothe itchiness.
Its high level of antioxidants protects the skin against harmful free radicals, which damage our skin cells.
From sea to skin, you can choose style and sustainability when you #ShopEthicalInstead with Alexander Clementine.
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#ShopEthicalInstead is a positive alternative to Black Friday - encouraging people to support small, ethical and sustainable businesses and vote with their wallets for a better world! Organised by #EthicalHour, now in its 5th year.