In recent times sustainability has made significant progress in the innerwear market. With growing consumer awareness regarding the environmental effects of buying choices, a clear trend is emerging towards sustainable innerwear produced through eco-friendly methods and ethical labour practices. Innovations in sustainable fabrics, such as those crafted from organic materials or recycled textiles, are gaining traction among consumers who prioritise ethical choices.
In this article, we explore a selection of top brands that are at the forefront of the sustainability movement within the innerwear category.
Nykd by Nykaa
At the core of innerwear brand Nykd’s sustainability approach is its no-discount policy, a strategic choice that extends beyond marketing. By maintaining consistent pricing, the brand discourages impulse buys, fostering thoughtful purchasing decisions that reduce unnecessary production and waste. This policy supports a commitment to quality over quantity, enabling Nykd to create fewer, higher-quality products that align with consumer needs.
Further, by focusing on premiumisation, Nykd limits its product range, emphasising quality in every item. Rigorous trials ensure superior fit and durability, reducing return rates and thus lowering the brand’s carbon footprint. This strategy reflects Nykd’s dedication to a sustainable and responsible retail model.
“Our goal is to deliver exceptional products that stand the test of time, supporting a more sustainable future not just in fashion, but across the entire industry,” says Preeti Gupta, Chief Business Officer, Nykaa Fashion.
Triumph International
Formed in 1886, innerwear brand Triumph goes above and beyond fashion, consciously working on the science of wearing correct bras and their impact on women’s health. The global brand, which has a huge presence in the premium segment in India, is constantly building on its history of being a legacy intimate wear brand. Inspired by the individuality of its audience, Triumph is creating products after being tirelessly in conversation with the women who wear them.
“Sustainability is a core commitment for us. We’ve made significant strides across critical areas, from sourcing sustainable raw materials and reducing packaging impact to minimising waste at every stage. These initiatives reflect our dedication to responsible business practices and meaningful environmental impact,” says Ankur Damani, Commercial Director (Country Head) – India & Sri Lanka, Triumph International.
Enamor
Under the guidance of Modenik Lifestyle Pvt. Ltd., Enamor has made impressive strides in the innerwear market, establishing a unique position with its innovative designs, inclusive sizing, and dedication to sustainability.
Reflecting on the brand’s commitment to sustainability Shekhar Tewari, CEO, Modenik Lifestyle Pvt. Ltd. highlights, “Sustainability is central to our operations. We conduct regular audits of our factories and supply chains to ensure compliance with labour standards and environmental practices. We adopt green energy sources, such as wind power, and use more recyclable materials in packaging with an aim to minimise plastic use.”
Mahina
Mahina is a menstrual management brand that offers reusable, leak-proof, and absorbent underwear.
“Using a reusable period product from Mahina significantly reduces the need for single-use disposables, making it a crucial first step toward a more planet-friendly lifestyle,” says Natasha Jamal, Founder & CEO, Mahina.
The brand has also incorporated specific features into its product that make it eco-friendly:
- Using recycled threads in its manufacturing process.
- Working with partners who use a process for CPB (Cold Pad Batch) dyeing which is a sustainable way of dyeing a fabric using 0% salt and 50% less water in the process.
- On the packaging front, Mahina works with FSC certified vendors with their primary packaging being completely biodegradable.
Mahina’s products are certified, affirming its commitment to sustainability and product safety:
- Oeko-Tex Certified: Working with partners to ensure that no toxic materials are used in the process from farm to final product.
- GRS Certified: It uses recycled sewing thread, contributing to the circular economy.
- ISO 17025, NABL Accredited: Products undergo rigorous testing to ensure they are free from hazardous chemicals and maintain microbial cleanliness within safe limits.
- Biodegradable Certification (CIPET) & GRS: A portion of the brand’s packaging is certified as biodegradable and complies with global recycling standards.
Eco-friendly and ethical brands are making waves in the innerwear sector. The brands explored above are at the forefront of this movement, employing innovative strategies that enhance product quality while minimising environmental impact. Their dedication to sustainable materials, ethical manufacturing practices, and thoughtful consumer engagement highlights the growing awareness of sustainability within the fashion industry. This initiative encourages accountability within the industry and fosters transparency, enhancing brand loyalty and building consumer trust, all while contributing positively to the environment.
