Conversations around sustainability have been becoming increasingly critical - every choice we make counts towards the future we want to create. As we celebrate Earth Day in 2024, we’re celebrating the innovations that are reshaping the future of our planet. We think, rather boldly, that we are leading one of these innovations – in the men's underwear department!

What is MicroModal Air?

MicroModal Air is a sustainable fabric that is revolutionising the underwear industry. Created from beechwood fibres grown from responsibly sourced beech trees, this eco-friendly material offers a myriad of benefits, from its luxurious softness to its significantly reduced environmental impact. Made through a similar process to Bamboo, it is much stronger, so you won’t see it wearing out. Unlike traditional cotton or synthetic fabrics like polyester, MicroModal Air is derived from renewable wood fibres, making it a more sustainable choice. It also reduces the amount of land used to grow and the water used to rear it.

Our commitment to sustainability goes far beyond just our production process. We think it has to. By utilising a closed-loop production system, we minimise wastage of the chemicals used in production and reuse them, while keeping them from harming the environment. This means that resources are continuously recycled and reused, significantly reducing the environmental footprint of each pair of underwear produced versus cotton underwear. By embracing a circular model in our production, we’re setting a new standard for responsible manufacturing in the fashion industry.

Why is polyester underwear bad?

We’re on a mission to reduce the amount of polyester currently used in the market. Polyester, a synthetic fabric derived from petrochemicals, is notorious for its environmental impact. From its reliance on non-renewable resources to its contribution to microplastic pollution, polyester poses significant risks to the environment, people and animals. By offering an alternative to Polyester based fabrics, MicroModal Air offers a more sustainable choice with improved features and comfort.

JustWears recycling scheme

Sustainability doesn't end with the choice of material. We believe taking true responsibility for our ethical initiatives means taking a 360 approach. We offer a recycling scheme for your old underwear, send it back to us, and we’ll send you a new pair of JustWears in exchange, completely free! We think providing customers with a convenient way to dispose of worn-out underwear responsibly is essential as most underwear ends up in landfill and takes hundreds of years to decompose. Instead, the underwear is shredded and used in home textiles such as carpets. By reducing the amount of textile waste that ends up in landfills, we take another step in improving the sustainability of our products.

Planting a tree with every order

With every order placed, the company plants trees as part of our reforestation efforts. Trees play a crucial role in mitigating climate change by absorbing carbon dioxide from the atmosphere. By planting trees, we’re not only offsetting our carbon emissions but also actively working towards restoring ecosystems and biodiversity. If our every purchase is a vote for the world we want to create, we thought we better make yours count. 

As we reflect on the significance of Earth Day, it's essential to recognise the collective power of our individual choices for driving change. We hope to offer consumers the opportunity to align their values with their purchasing decisions, creating a ripple effect that extends far beyond their wardrobe. Sustainability is a fundamental shift towards a more harmonious relationship with the planet.

The humble men’s boxers may seem like a small piece of the puzzle, but they are part of a larger movement toward a more sustainable industry. With initiatives like recycling schemes, closed-loop production processes, and reforestation efforts, we have the power to drive change through our purchasing decisions. So, let's choose underwear that not only feels good but does good for the planet too. Happy Earth Day!