Ideas
Explore the world's #1 largest database of ideas and innovations, with over 400,000 inspiring examples.
Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 750 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 200,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Books
Join 20,000,000+ people getting better and faster with our New York Times Bestselling methods, best innovation books & keynote videos.
Dashboard
Get special access to premium content, topic tracking and customizable tools through our AI-powered Dashboard.
AI
Learn how the Trend Hunter harnesses the power of artificial intelligence.
Assessment
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
Overview
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Keynotes, Workshops & Webinars
Empower your team with the insights and frameworks they need to innovate better and faster.
Custom Research
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Plans
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Jeremy Gutsche
Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Speakers & Virtual Presenters
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Contact
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
FAQ
Get answers to common questions about Trend Hunter.
Community
Stay on the cutting-edge with the help of the Trend Hunter community.
Team
Meet the team trusted by hundreds of leading businesses worldwide.
Jobs
Find opportunities to accelerate your career with the #1 Trend Firm.
Internships
Grow your professional skillset in an award-winning workplace.
News
Catch up on noteworthy Trend Hunter news and media mentions.
Join
Build a portfolio and put your trend-spotting abilities to the test.
Advertising
Supercharge your marketing by partnering with Trend Hunter.
Portfolio
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Settings
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
World Summit
Join the world's top innovators at our 3-Day Toronto event.
eLearning (NEW)
Prepare for the year's ahead with 100+ lessons, tactics, tools and frameworks with our full learning database.
Virtual Events (NEW!)
Stream our World Summit content from the comfort of your home.
Free Webinars
During COVID-19, learn to innovate through chaos, navigate the new normal and maintain work culture from home.
Innovation Events
Explore our 2020 tour dates and find the best city to inspire your team.
Custom Events
Host a custom innovation conference in your city that will inform and inspire.
Custom Training
Bring the Future Festival experience directly to your team with custom training packages.
Search our database of over 390,000 cutting edge ideas.

Fair Trade Underwear

Pants to Poverty is a Hip Social Enterprise That Raises “Underwearness"

— December 26, 2010 — Social Good
Pants to Poverty began as part of a Make Poverty History campaign, but has now become a successful fair trade, environment-friendly and organic underwear brand for women, men and children, with a unique long-term relationship to its farmers and factory workers in India.

According to the Guardian, Pants to Poverty ensures that, while working with the farmer organization Zameen Organic and the Pratibha Syntex factory, it “helps Indian farmers enjoy a fair wage and safe working environment denied to other cotton farmers who are exposed to pesticides.” Tribal Adivasi Indian farmers are able to triple their profits all the while employing more laborers to work on the land. Pants to Poverty sources their cotton from the Vidarbha region in India, an area which is known as “the suicide belt” because it averages an astounding twenty-six suicides a day. Pants to Poverty was partly inspired by Gandhi’s use of cotton as a metaphor for social change, as well as relating to the colonial relationship with India that the United Kingdom has exploited for centuries. In addition to its fair wages, Pants to Poverty raises funds for various causes and in the past, has raised money for HIV work in South Africa. On its website, Pants to Poverty offers three downloadable PDFs of case studies on economic development, organic farming and female empowerment.

Despite its social goal, Pants to Poverty still commit to a profit-driven capitalist approach and haven’t strayed far from the more “traditional” ways to market underwear. Their website is plastered with half-naked, thin, and beautiful young people. They also offer a year’s supply of undies from their online store – another inventive sell. With a mission to “rid the world of bad pants” and a slogan that guarantees underwear that’s “truly ethical from grain to groin,” Pants to Poverty speaks a language that teens and young people can understand. They exemplify a successful mix between humour and human. It is things like this that allow Pants to Poverty to stand strong as a sustainable social business.

As more than simply an underwear brand, Pants to Poverty encourages its customers to be more than just customers. By organizing a campaign, volunteering, fundraising, or helping to design, Pants to Poverty offers a number of ways that its “pants people” can get involved according to whatever suits you best.

As a fair trade and organic company, Pants to Poverty, like many similar businesses, suffers from high prices that makes its products strictly available to the middle class. Nevertheless, Pants to Poverty have been acknowledged by a variety of publications including Marie Clare, the Big Issue, the Independent, Time Out, Observer Magazine, Gay Times and 247 Magazine.

Pants to Poverty is an innovative company that shows that social good, an awareness of the supply chain, and sexy branding aren’t mutually exclusive. Furthermore, Pants to Poverty’s fresh marketing mix may be exactly what the next generation wants—and needs.

Contact Information:
Pants to Poverty Website
Rich Mix
Unit CO2
35-47 Bethnal Green Road
London
E1 6LA
Telephone: 0207 7397 108
4.3
Score
Popularity
Activity
Freshness