With its elevated everyday underwear and intimates, Cou Cou is on a mission to "bridge the gap between our lingerie and underwear drawer, so you don’t need to compromise comfort for cuteness." The brand sees intimates as self-care and comfort and sustainability are put first with the use of 100% GOTS Certified Organic Cotton, a fabric that is completely compostable.
When it's time for intimates to end their usable life, their trims can be removed and they can be composted to start the next stage of the renewable cycle. Cou Cou notes that the intimates are best cared for with gentle hand washing, lower temperatures and air drying to further reduce the impact.
The Core Collection from Cou Cou includes essentials like camisoles in basic black and white, as well as various underwear styles, also in classic colors.
Compostable Everyday Underwear
Cou Cou is Redefining Daily Underwear for a New Generation of Women
Trend Themes
1. Compostable Intimates - Opportunity for other lingerie brands to incorporate compostable materials into their designs for eco-conscious consumers.
2. Sustainable Underwear - Opportunity for brands to prioritize sustainability in their design and use of materials, appealing to environmentally conscious consumers.
3. Integrated Comfort and Style - Opportunity for brands to create designs that prioritize both comfort and style, meeting the needs of modern consumers who want both in their clothing.
Industry Implications
1. Lingerie - Lingerie brands could incorporate more sustainable materials and design with both comfort and style in mind.
2. Sustainable Fashion - CouCou illustrates the opportunity for brands to prioritize sustainability in clothing design and materials, appealing to eco-conscious consumers.
3. Fashion Startups - This innovative idea demonstrates the potential for fashion startups to create solutions combining sustainability, comfort, and style in the apparel industry.