SUS, brand new every single day

FEEL AND FIT

It never stops feeling like the first morning.

It softens to your shape in about ten minutes. There is no wash to undo it, so it never goes back.

Macro detail of the undyed cotton surface

THE FEEL

92 gsm of nothing but cotton

Roughly double the weight of hospital disposables, so it hangs like a garment instead of sitting on you like paper. Never bleached, so the fibre keeps its natural softness rather than having it stripped out.

THE FIT

Cut with room, not tension

Cotton like this does not stretch, so the space is built into the pattern instead. Nothing pulls, nothing presses, nothing needs adjusting through the day. The gusset runs seam free, which removes the commonest source of irritation in underwear.

Close detail of the knitted cotton rib waistband, printed with SUS, wear it then compost it

THE STANDARD

Tested at the infant skin bar

Certified to OEKO-TEX Standard 100, Product Class 1. That is the strictest class in the scheme, written for products made for babies. Underwear has no business being tested to anything lower.

What is not in it

Elastane

Polyester thread

Synthetic elastic

Latex

Chlorine bleach

Optical brighteners

Formaldehyde finishes

Synthetic dye

Fragrance

Plastic binder

Woven labels

The everyday brief

Undyed organic cotton. Every product carries its wear count on the pack.

Organic cotton No plastic No elastic No laundry

PRODUCT8 wears a pair

WHO IT IS FORThree cuts, cut on a separate block

CUTSits at the hip

COLOURUndyed, straight off the loom

SCENTNone. Paper and cotton, nothing else

Unscented the whole way through. Fragrance is one of the most common causes of skin irritation, so nothing scented touches you.

SIZERuns true

Sizes come across from your FitMap passport. Measurements never leave your vault, we only receive a size and a confidence score. What is FitMap

HOW MANYEach product carries its own number

8 wears a pair

HOW OFTENSkip or cancel any time

Any repeating delivery saves 15%. We do not decide how fast you go through them.

10days this box covers

36washes you don't run this year

$32$38

Band reads: Your nameNo plastic anywhere in it Wear-count guaranteeCertified home compostable

THE CHANGE WE WANT

Your skin is not a test surface.

Clothing sits on you sixteen hours a day, from the week you are born. Nobody has to tell you what has been put on it.

WHAT THE LABEL TELLS YOU

ORGANIC COTTON BLEND

60% COTTON · 40% POLYESTER
MACHINE WASH COLD
DO NOT BLEACH
TUMBLE DRY LOW
SIZE M
EXCLUSIVE OF DECORATION
STYLE 4471 · RN 00000

THAT IS THE WHOLE LABEL

WHAT IT LEAVES OUT

ORGANIC COTTON BLEND

PFASstain repellent finish never breaks down STAIN FINISHUNDISCLOSED
Formaldehyde resinwrinkle free finish IARC group 1 WRINKLE RESINUNDISCLOSED
Azo dye and fixativecolour that will not run restricted in the EU DYE FIXATIVEUNDISCLOSED
Microplasticfrom the polyester sheds every wash FIBRE SHEDDINGUNDISCLOSED

16hours a day against your skin

0of it required on the label

1Msignatures they cannot file away

We want three things. Every finish on the label. The strictest rules, matched. Natural first, for anything that touches skin.

The full case, in detail

PFAS

Used for stain and water repellency. Persistent, they build up in the body and the environment, and several jurisdictions are moving to restrict them in consumer textiles.

Formaldehyde resins

Used in easy care and wrinkle free finishes. Formaldehyde is classified as carcinogenic to humans by the IARC.

Certain azo dyes

Can release aromatic amines linked to cancer. Already restricted in the European Union under REACH. Not restricted the same way here.

Microfibres

Synthetic garments shed plastic fibre into water, air and household dust every time they are washed, for as long as the garment exists.

We are not claiming your underwear gave you an illness. These substances are individually documented, several are already restricted elsewhere, and you are not told when they are in the thing you are wearing. You cannot choose what you are not allowed to see.

This is a House of Commons e petition. At 500 valid signatures inside 120 days the Clerk of Petitions certifies it, a sponsoring MP presents it, and the government is required to answer in writing within 45 days. We are aiming far past that, because a certified petition gets a reply and a million signatures gets a policy. If they miss that deadline it goes automatically to a committee. Signatures must be from Canadian citizens or residents.

0 of 1,000,000 signatures

500 certifies it and forces a written government answer within 45 days. One million is the number that makes it impossible to file away. Sign once. Your name and postal code go to the petition and nowhere else.

THE SUBSCRIPTION

Never run out. Never shop for it. Never wash it.

Tell us how often you change and we work out the rest. A box turns up before you run low, and two chores leave your life for good.

10CLEAN PAIRS, ALWAYS

Whatever kind of week you are having, there is a sealed pack in the cupboard.

The sealed paper pack — EVERY MONTH
It just arrives
On your rhythm, not a fixed calendar. No reminder, no decision.

Four folded pairs in natural, clay, sage and black — EVERY DAY
You take a fresh one
Nothing sorted, nothing sniffed. It has never been worn.

A garden compost heap of leaves and scraps breaking down — WHEN YOU ARE DONE
It goes in the garden
Compost bin, garden bed, or the sleeve in the box.

Start the subscription Or order a single box. Nothing attached.

THE SMALL PRINT, IN PLAIN WORDS

Four things you never have to think about.

Every one of these is a promise we will hold to in writing, not a line we hide in a terms page.

You cannot run out

The next box ships before your current one is finished. If we are ever late, that one is free.

Skip in one tap

Travelling, or still have a stack? Push the next box back. No email chain designed to wear you down.

Change size for free

Bodies change, and children grow. Tell us and the next box is different. No returns, no restocking fee.

Founding price, locked

Whatever you pay in the first batch is what you pay for as long as you stay. It does not creep.

PUT YOUR NAME ON IT

Every band, printed with your name.

Printed in the same water based pigment as the rest of the label, so it still composts with everything else. No charge, on every pair in every box.

Close detail of the knitted cotton waistband and its printed label

Your name ACTUAL WAISTBAND

WHAT THE BAND SAYS9 of 14

Fourteen characters. Name, nickname, or something only you find funny. It sits inside the band anyway.

HOW IT PRINTSHandwritten

Why bother?

Six identical pairs next to somebody else's six identical pairs is a problem we would rather not create. It also means the pair in your hand is unmistakably yours.

What happens to a pair

DAY ONE

Out of a sealed paper pack. Nothing has worn it before you, and there is no wash-in required.

WEAR EIGHT

Underwear is rated eight wears, socks twelve, tees ten. We test past every one of them, so the number on the pack is the floor.

Raised garden beds filled with dark soil

DAY FOUR

Into a compost bin or a garden bed. Or the prepaid sleeve in your box, if you have neither.

A small garden compost heap of leaves and kitchen scraps breaking down

WEEK FOUR

Gone. Certified home compostable, meaning a backyard bin, not a facility you will never find.

Five things in it. Every one of them cotton.

BodyGOTS organic cotton, 92 gsm

WaistbandKnitted cotton rib, no elastic

ThreadOrganic cotton

DyeNone, or plant based. Four colourways

FragranceNone on the garment, ever

The band stretches because of how it is knitted, not because of what is in it. That is how waistbands worked before elastane, and it is why the whole thing composts.

Four folded pairs in natural, clay, sage and black, held by a kraft paper band

THE SCIENCE

Water, not glue.

Most disposable fabric is held together with a plastic binder. Ours is held together by nothing at all, which is the only reason any of this works.

01 THE FIBRE

Cotton is cellulose

The same molecule as a leaf. Soil microbes have been digesting it for four hundred million years, so nothing has to be engineered. It already breaks down.

High pressure water jets firing onto a web of cotton fibre

The entangled fibre surface after bonding

02 THE BONDING

Water jets, at pressure

Fine jets of high pressure water tangle a loose web of cotton into a sheet. No adhesive, no heat, no binder. Nothing added that has to come back out.

The knitted cotton rib waistband, rolled

The band being stretched between fingers

03 THE BAND

Stretch from geometry

It stretches because of the shape it is knitted in, not anything elastic in the yarn. Loops pull straight and spring back, the way waistbands worked before elastane.

We did not invent hydroentanglement. It is already how surgical gowns and cotton pads are made. What is new is refusing the binder, the elastic and the polyester thread, then making the result something you would choose to wear.

THE END

What happens once it is in the soil.

After a few weeks in the soil the cotton breaks down the way a leaf does. No plastics, no microfibres, nothing left behind.

Week one. A pair of cotton briefs lying in a compost bin among peelings and leaves

It starts to soften

Moisture and soil bacteria settle on the fibres. The edges give first.

Week two. The cotton half buried in dark soil, threaded with fungal strands and earthworms

The fibres break down

Enzymes cut the cellulose into simple sugars. Exactly what happens to a fallen leaf.

Week three. A magnified view of microbes and fungal filaments consuming the remaining fibre

Microbes finish the job

What is left is carbon dioxide, water and biomass. No fragments, no residue.

Week four. A bed of dark crumbly soil with new growth at the edge, the garment gone

It is soil

Gone, in a backyard bin at ordinary temperature. No industrial facility required.

SAME MOLECULE. DIFFERENT ENDING.

Where a normal pair fails the test

Part	A typical cotton pair	This one
Waistband	Elastane or rubber core	Knitted cotton rib
Thread	Polyester, almost always	Organic cotton
Label	Woven polyester, heat set	Printed onto the fabric
Dye	Synthetic, with fixatives	None, or plant based
Microfibres shed	Every single wash	Nothing in it to shed
End of life	Landfill or incinerator	Soil, in about a month

A garment is only as compostable as its worst component. Cotton passes easily. It is the trim that fails, which is why we certify the finished pair and not the fabric.

IN THE LAB

What we are working on, and what we shelved.

Everything here is measured against the same test. A garment has to beat the thing it replaces, or it does not ship. Two of these did not.

IN DEVELOPMENT A pair of prototype cotton shorts laid flat

The shorts

Needs 26 wears, currently at 4

Seat seams take the load and the pockets fail first. At 210 grams they also have to earn a much higher wear count than underwear does, because there is almost no laundry to remove. Both problems are real and neither is solved.

Pattern, second pass

SHELVED

The face cloth

Needed 27 uses, gets dirty in 2

Structurally it looked ideal. A face cloth is washed after almost every use, so the laundry burden is high and deleting it should win easily. The problem is the other side of the equation. To beat a cloth that lasts two hundred uses, ours would need twenty seven. It gets visibly dirty in two. The gap is not closeable with cotton.

SHELVED

The pillowcase

Needed 183 nights to break even

A pillowcase is slept on around seven hundred times and washed only a hundred. There is very little laundry to remove and a great deal of cotton to replace, so ours would have to last six months unwashed. Nobody wants that, and the maths says nobody should.

We publish the failures because the arithmetic that killed these two is the same arithmetic that makes underwear work. If we only showed you the wins, you would have no way to tell the difference.

CERTIFICATION AND ORIGIN

Paperwork, and what it actually means.

Four standards cover this product. Three we hold today, one is in assessment. We will always say which is which.

HELD

GOTS

Global Organic Textile Standard

Covers the cotton from field to finished fabric. Organic cultivation, restricted chemical inputs at every stage, plus social criteria for the people doing the work.

HELD

OEKO-TEX 100

Standard 100, Product Class 1

Tested for harmful substances at the strictest class in the scheme, the one written for products that touch a baby's skin.

IN ASSESSMENT

OK compost HOME

TUV Austria

Home compostable, meaning a backyard bin rather than an industrial facility. Assessed on the finished garment, not just the fabric.

HELD

ISO 9001

Quality management

Held by our fabrication partner. The least interesting certificate here and the one that decides whether pair 4,000 matches pair 4.

Promises, not small print

The wear-count guarantee

If anything fails before the number printed on its pack, we replace the whole box. No return, no photograph, no argument.

First box, fully refunded

Thirty days. If it is not what you hoped, we refund it and you keep what is left.

The ingredient list can only shrink

Five things, all cotton. A sixth would appear on this page before it appeared in the product.

We publish the model

Including the scenarios where we come out worse than the underwear already in your drawer.

Skip, pause or cancel

From the account page, in one tap, with no email chain designed to wear you down.

Founding price, locked

Whatever you pay in the first batch is what you pay for as long as you stay subscribed.

THE JOURNAL

Arguments we keep having.

A long row of washing machines in a laundromat

THE MACHINE · 4 MIN

Washing machines are so 2000s.

We kept a bulky, plumbed-in appliance at the centre of the home because clothes were expensive and had to last. Neither of those things is still true, and yet the machine never left.

Read it

The domestic washing machine solved a real problem. Clothes were costly, wardrobes were small, and a garment had to survive years of use. Washing was how you protected an investment.

That logic quietly expired. Basics now cost less than the water, power and detergent it takes to keep them going, and most people wear the same three or four items on rotation regardless of how many they own. What is left is the ritual: sorting, loading, forgetting, re-running, folding, and losing a sock every few weeks to a machine nobody has ever seen eat one.

The machine also became the largest part of a garment's footprint. Every cycle draws power, warms water and, if anything synthetic is in the drum, releases plastic fibre into the water system. The thing we bought to look after our clothes is now the part doing the most damage.

We are not anti-appliance. Bedding, coats and anything you will own for a decade still belong in a wash. But your underwear does not need a machine, a cupboard of chemicals and an hour of your Sunday. It needs to arrive clean and leave without a trace.

FRESHNESS · 3 MIN

What if the feeling of brand new never went away?

Everyone knows the first wear. Nobody expects to keep it.

Read it

There is a specific feeling to a garment nobody has worn. Crisp, slightly cool, no history in it. It lasts about a week, then the fibres relax, the colour dulls a shade and it joins the pile of things that are fine.

We have all accepted that as the natural order. It is not. It is the wash. Every cycle abrades the fibre, strips the finish and resets whatever shape your body had given it. Newness does not expire, it gets laundered out.

Take away the wash and the first wear stops being a moment. It becomes the baseline. Every pair you put on has never been worn by anyone, including you.

CONFIDENCE · 3 MIN

Look and feel brand new, every single day.

The small daily confidence of knowing exactly what is against your skin.

Read it

Most of what you wear against your skin has been washed a hundred times, stretched out of shape, and finished with compounds nobody listed on the label. You cannot see any of it, and so you stop thinking about it.

Then something changes. You put on a pair that is undyed, unbleached, has never been worn, and has nothing on it but cotton. It is a small thing and it is oddly steadying, in the same way a clean shirt before a difficult meeting is steadying.

That is the part we did not expect people to talk about most. Not the composting. The quiet confidence of knowing.

THE VISION · 4 MIN

What if you never had to shop for basics again?

Nobody enjoys buying socks. It is admin dressed as retail.

Read it

Buying basics is not shopping. There is no pleasure in it and no decision worth making. You go because you have run out, you buy whatever is there, and you do it again in eighteen months when the elastic goes.

It is the definition of a solved problem waiting for someone to solve it. You already know your size. You already know what you want. The only genuinely variable part is when you run low, and a calendar handles that better than you do.

So the whole category becomes a standing arrangement instead of an errand. The box arrives before you need it. You wear it, you compost it, and you never stand in front of a wall of packets again.

Underwear first, because it is the one nobody enjoys and everybody needs. Socks, tees and shorts when they are good enough to ship. The aim is an entire everyday wardrobe that turns up, does its job and returns to soil, with no drawer full of things you are keeping just in case.

The questions we would ask too

Is this actually better for the planet?

It depends entirely on how many days you get from a pair, which is why underwear is rated at eight wears, socks at twelve and tees at ten. Below those numbers the maths goes against us. Our full model is published here, including the scenarios where we come out worse.

Isn't disposable clothing the opposite of sustainable?

Against underwear you already own and wash, often yes. Our comparison is with the disposable underwear this actually replaces, in hospitals, postpartum care and travel kits, which is plastic without exception. Against that we win on microfibres, on landfill and on what sits against your skin.

Can it go in my green bin?

Usually not, and we will not pretend otherwise. Most municipal programs reject textiles because their sorting lines cannot handle them. Use a home compost bin or a garden bed. If you have neither, there is a prepaid sleeve in every box and we compost it for you.

Is it see-through?

No. It is undyed rather than bleached and heavier than the disposable underwear you have met in a hospital, both of which make it far more opaque. It does not feel like a wipe. That was the hardest part of making it.

Is there latex in the waistband?

No. Latex would have been the easy answer and we ruled it out. The allergy is common enough that it disqualifies the product from hospitals and postpartum care, which is where it matters most. The band is knitted cotton.

Where is it made?

At partners certified to GOTS and OEKO-TEX Standard 100. We do not publish partner names or locations, because a small supply chain is easy for a competitor to copy and we would rather not hand it over. Every certificate covering our partners is listed above, and country of origin is printed on the garment label as the law requires.

LIVE ON KICKSTARTER

We are building this in the open.

Certification, tooling and the first forty thousand units. Back it now and your box costs less than it ever will again. You also get to watch it get built, including the parts that go wrong.

$45,000funding goal

30 dayscampaign length

Spring 2027estimated delivery

Back the campaign Kickstarter is all or nothing. If we do not hit the goal, you are not charged.

What you can back

$12

The sniff test

One pair and a compost sleeve. Enough to find out.

$34

The month

Six pairs, your cut, colour and scent.

$52

The fourth trimester

Fifteen postpartum pairs, drawcord band.

$28

Bury one

Three pairs, a marked stake, and a numbered plot in our test garden.

$180

Founding hundred

Thirty pairs, price locked for life, name on the compost bin at HQ.

100 only

Brand new.Every single day.

It never stops feeling like the first morning.

92 gsm of nothing but cotton

Cut with room, not tension

Tested at the infant skin bar

What is not in it

The everyday brief

We were told there was no alternative.

Your skin is not a test surface.

Never run out. Never shop for it. Never wash it.

It just arrives

You take a fresh one

It goes in the garden

Four things you never have to think about.

Every band, printed with your name.

What happens to a pair

Five things in it. Every one of them cotton.

Water, not glue.

Cotton is cellulose

Water jets, at pressure

Stretch from geometry

What happens once it is in the soil.

It starts to soften

The fibres break down

Microbes finish the job

It is soil

Where a normal pair fails the test

What we are working on, and what we shelved.

The shorts

The face cloth

The pillowcase

Paperwork, and what it actually means.

GOTS

OEKO-TEX 100

OK compost HOME

ISO 9001

Promises, not small print

Arguments we keep having.

Washing machines are so 2000s.

What if the feeling of brand new never went away?

Look and feel brand new, every single day.

What if you never had to shop for basics again?

The questions we would ask too

We are building this in the open.

What you can back

Be early. It is cheaper here.