A line of organic, eco-friendly underwear has been created by architect David Adjaye for PACT, an online apparel retailer that has partnered with Kenyan tree-planting organization Green Belt Movement.
For each pair of eco-friendly underwear sold, PACT and Green Belt Movement will plant 20 trees in Africa. All proceeds of the eco-friendly underwear during Earth Week will go towards the tree-planting goal of 10,000 trees.
Adjaye's eco-friendly underwear design features the special Green Belt print--fig leaves with yellow stems that mimic the shape of the continent of Africa.
What's Driving This Trend
- Eco-friendly Apparel
- Pact's eco-friendly underwear highlights the growing trend towards sustainable fashion and provides an opportunity for other apparel brands to incorporate eco-friendly materials and practices.
- Socially Responsible Partnerships
- The partnership between Pact and Green Belt Movement showcases the trend of businesses collaborating with social or environmental organizations, opening up opportunities for other brands to align with similar causes.
- Cause-driven Marketing
- Pact's commitment to plant trees for each sale of eco-friendly underwear taps into the trend of cause-driven marketing, allowing businesses to connect with consumers through their shared values.
Who This Affects Most
- Apparel
- The eco-friendly underwear industry has the potential to disrupt the traditional apparel industry by offering sustainable alternatives and appealing to conscious consumers.
- Sustainable Manufacturing
- Pact's use of organic materials and eco-friendly practices highlights the potential for disruption within the manufacturing industry as more companies strive for sustainability.
- Environmental Conservation
- The collaboration between Pact and Green Belt Movement presents an opportunity for the environmental conservation industry to expand its reach and impact through strategic partnerships with businesses.
