“We’re excited to stock sustainable underwear made from seaweed! Yes… seaweed!” the chain wrote on its Facebook page, according to RSVP Live. “Soft, breathable and light, Seacell is an award-winning [fiber] made from renewable resources—seaweed and wood. The [fiber] is carbon neutral and completely biodegradable!” The environmentally-friendly underwear will start at £4.99 (US$6.18).
Sustainable fashion alternatives are on the rise due to climate change and growing consumer awareness of the industry’s wasteful practices.