International Luxury label MCM has launched the first biodynamic cotton, eco-friendly and ethical underwear range.
The promotion for the new range, photographed by Ilya Lipkin, stars American actor and musician, Quincy Brown and a group of like-minded Gen Z-ers.
Consisting of men’s and women’s classic underwear as well as leggings, crop tops and cycling shorts, the range is made from Biodynamic Egyptian Giza Cotton to give “a classic clean look with a clear conscience to follow”.
The biodynamic cotton is farm-grown in Damietta, Egypt, where it’s cultivated in an ecosystem of plants, animals and soil. As part of a biodynamic system they all support each other and balance the whole through natural relationships.
In order to be considered biodynamic, this process must meet a farm standard that considers each aspect of a harvest: the Demeter Farm Standard. In the US, Demeter provides the legal definition of Biodynamic through its mark of certification. It maintains the core principle that a farm is an integrated living organism.
The dyes and chemicals used for the new range are organic and GOTS certified. Maintaining rigorous sustainability through the whole growing and production process, packaging employs a reusable, biodegradable EVA pouch with an FSC-certified, recycled paper hangtag.
Photo: Biodynamic cotton, eco-friendly and ethical underwear range launch promotion. MCM