Selective launches sustainable undershirts

Unlike cotton, which requires massive amounts of water to grow, bamboo requires almost no irrigation and pesticides. Bamboo regenerates naturally and grows 10 times faster than a regular tree. Any product that is made of bamboo will eventually decompose into a nutrient rich soil, meaning that its remains are extremely valuable to the earth.

The fabric used in sustainable undershirt is a blend of 95 per cent bamboo viscose and 5 per cent spandex, said the company press release. It is 2 times softer than the finest cotton undershirts. It is 3 times more breathable than cotton, wicking moisture away from the body. The fabric will help the undershirt keep its form and stay wrinkle free. Bamboo is naturally anti-bacteria. It contains natural hollow channels that absorb unwanted odor and sweat to keep undershirts fresher for longer.

With a consistent fit and unparalleled softness, these undershirts are built to last. Selective cuts off the middle man and provides price transparency to customers. "We want to re-imagine how people shop for their everyday basics. We believe that our customers deserve the highest-quality products at fair prices," said the co-founder of Selective Anni Zha.

Selective also launched a Kickstarter campaign, utilising crowd sourcing to help bring 'The Undershirt' to the world. After only three days, Selective achieved its $5,000 funding goal and became the No.1 popular campaign under the fashion category. (RR)

Fibre2Fashion News Desk – India