Conventional underwear is made with elastic, making it difficult to recycle. And in our research we discovered that 25 % of people replace their underwear every 3 – 6 months. That’s a lot of pants in the landfill!

What if we could design a system that reduces that impact without requiring these people to drastically shift their habits (a very hard thing to do when it comes to something so personal)?

Our solution led us to Briefly: underpants redesigned to maintain their stretch while using only a single material, making them much easier to recycle. It’s underpinned by a subscription system that facilitates getting that material back from people once they’ve decided it’s time for a new pair of pants.