BOUJO HAKE was created with one aim that couldn't be compromised - we had to be truly sustainable. We were (and still are) too old and jaded to add pain to the already suffering planet. And, crucially, one of us is German. Need I say more.
Sustainable underwear for us is not just about the organic, recycled materials being used, but, just as importantly, about creating long-lasting and quality styles. Cool classics that you return to time and time again.
It's about a mentality which we felt should be reflected in our marketing - of course we want people to buy from us, but we don't want to encourage excess consumerism which is why, for us, we don't encourage deals such as "five for the price of four".
Creating sustainable underwear is, of course, about the factories and people we chose to work with which is why we imagine, design and make all garments in the UK as well as work in places where we know rules are in place to safeguard both the planet and their employees. It's about an integrity that we hope we adopt with anyone we come into contact with.
Sustainability truly is an integral part of our business and it's not about green-washing. It is an unbelievably complex subject and no answer is absolute. For example, organic cotton uses up so much more water than traditional cotton which has a negative environmental impact. We, however, took the decision to use organic cotton as pesticides have a far more damaging effect. And we're talking about the most personal garment, closest to your body.
We can talk about this for ages and always welcome questions, criticism or enlightenment. We are proud of our product, proud of our business but delighted to have any opportunity to learn and better ourselves. Do get in touch!