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Eco-entrepreneur making ethical underwear from wood?

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By Nature, which sells organic, recycled, Fair Trade and ethical products, has today announced it’s added a new collection to its range – so-called “sexy ethical lingerie” for men and women that’s made from a fibre based on white pine tree clippings.

The novel products are created by French company g=9.8 (the name refers to the earth’s acceleration due to gravity) using a textile called Lenpu, which is created by combining the clippings with enzymes. According to g=9.8 designer Sophie Young, the underwear has the “feel of cashmere and the coolness of linen”.

Annabelle Randles launched By Nature in 2005 with her husband. She personally vouches for the feel of g=9.8’s products, saying they’re “extremely soft”. They’re also anti-bacterial, thermally regulated (Randles says the men’s boxer shorts are “particularly good for sport”), and are biodegradable (insert own joke here).

The reason the Randles added g=9.8’s collection to their range was because of the French company’s focus on sustainable development. “Less and less manufacturing is happening in Europe,” Annabelle says. “We like to work with people who choose to base their production here. But we liked the company as a whole. The concept is very eco-friendly – from the innovative use of fibre to production.”

What will they think of next?

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