made for good mornings
Mornings can be rough, underwear shouldn’t be. Our pieces are designed to bring extra cush to your tush. We’re here to help you start everyday fresh with basics that are skin and mother earth approved. From the sun to your bum, start everyday with smile.
we're fit obsessed
We believe clothing should complement, rather than constrict, the natural human body. With feedback on thousands of wears, findings from our Quick Fit Quiz, and hundreds of hours by our design team, we created three insanely comfortable underwear styles to complement all body types.
soft meet sustainable
Our products are made of the highest quality natural, organic materials. Not just organic cotton, organic pima cotton. Grown in Peru, pima cotton makes up only 2% of the world’s cotton and organic pima is even more rare (less than 1%!). It’s extra-long fibers are twice the length of regular cotton, giving rise to its recognition as the ‘cashmere of cotton’. This GOTS-certified material is free of pesticides and traditional toxins found in our underwear, giving your bum the perfect combination of soothing, softness and superior breathability.
we’re setting a new standard in organic innovation
Our designers, researchers and sustainability experts have spent hours studying the benefits of natural, organic materials and creating products based on real people’s needs. The result? A line of plantable basics (and packaging) made exclusively from 100% organic, plant-based fibers and materials that not only come from nature but can return to nature as a resource.
we make buying briefs a breeze
Shopping for basics should be as breezy as your favorite pair of briefs. From our always available Fit Team to help you get the best briefs for your bum, to our easy Quick Fit Quiz to find your style, we want you to feel comfy as quick as possible.
we’re cleaning up a cluttered industry
We want everyone to feel cushy and clean from the moment a pair of briefs is pulled on. From simple silhouettes and clutter free drawers, to gentle materials and biodegradable innovation, we’re creating everyday ways to restore mother earth - one basic at a time.