Boody is one of Australia’s most successful sustainable clothing brands covering our bodies with bamboo basics from our underwear outwards.
Over ten years ago in 2012, Elliot Midalia and Shaun Greenblo decided that sustainable fashion needed to be more than just upcycled fabrics and using deadstock, they needed to be created from sustainable fabrics, produced ethically, and start from the skin outwards.
Now one of Australia’s most popular underwear and basics brands, Boody is known for its super comfortable, amazingly soft singlets, long-sleeve tops, socks, bras, knickers, sleepwear and loungewear garments that are affordable, stylish and sustainable.
Boody has also just launched shapewear that is remarkably both supportive and comfortable – which seems like an oxymoron, but is actually true. The Shaper Range has been designed so that you can “eat, breathe, bend and sit”. After testing a pair of the brand’s Shaper Long Undershorts, I can confidently state that Boody has succeeded in creating shapewear that performs exactly as described.
SUSTAINABLE FROM THE BEGINNING
“Boody was founded in 2012 with the goal of creating the best, organically grown bamboo basics,” explains Elliot Midalia, co-CEO and Managing Director of Boody [pictured below left].
“Originally, the products were sold in chemists and Boody has been growing, and expanding their sales channels, product range, and customer base ever since. More than ten years on, we’re now sold in over 2,000 retailers in Australia and available in 17 different countries.”
According to Elliot, the brand’s vision was simple but comprehensive: “[We want to] become the world’s most loved sustainable underwear brand globally.
“We create high-quality, sustainable underwear, everyday basics and accessible essentials that are produced at scale while maintaining sustainable practices. Crucially, all our products look and feel good, our designs are stylish, and our materials are long-lasting, comfortable and soft to the touch.
“Our commitment to mindful and sustainable production practices has been a cornerstone of our business since inception. We integrate these principles into every facet of our operations, which resonates strongly with our consciously-minded consumers who value considered choices.
“We’re incredibly proud that Boody is the first underwear brand in Australia and New Zealand to achieve B Corp certification, scoring in the highest 5% of all B Corps globally.
The whole concept of the brand is based on sustainability says Shaun Greenblo, the co-CEO and Managing Director of Boody.
“Sustainability is at the heart of everything we do. Our commitment begins with our choice of materials. Our products are made from organically-grown viscose sourced from bamboo- the world’s fastest-growing plant. Requiring no pesticides while absorbing CO2 and producing O2 at a rate of 35% more than trees, bamboo also requires a third less water to grow compared to cotton, and all water used in the production process is recycled in a closed loop system.
THE ISSUE OF ENVIRONMENTAL WASTE
Shaun says that the brand is very aware of, and focused on, the issues of overproduction and overconsumption in the fashion industry.
“Overproduction and overconsumption in the fashion industry are significant issues contributing to massive environmental waste,” he says.
“Each year in Australia alone, each person purchases an average of 27 kilograms of new textiles, only to discard around 23 kilograms into landfills. This equates to over 6,000 kilograms of textile and clothing waste being thrown away every ten minutes. When we throw away old, ready-to-retire apparel, it’s a one-way ticket to the landfill.”
These reasons are why Boody has chosen to create their products from “organically-grown, sustainable materials in a closed-loop system that ensures waste is minimized or eliminated throughout the production and distribution process”.
“Business operations, from product design to end-of-life — and everything between — are continually assessed and stress tested to ensure they evolve in alignment with Boody’s ever-growing sustainability objectives,” Shaun explains.
In order to address the issue of textile waste in particular, Boody has partnered with UPPAREL and launched The Goodness Loop.
“The initiative reduces the friction in diverting reusable materials from landfills, allowing consumers to make a positive impact starting with their purchase decisions,” says Shaun. “And without giving too much away, we’re also working on unlocking the HUGE challenge of being able to provide an innovative, exciting end-of-life solution for all garments. Stay tuned for more this year…”
End-of-life solutions to fashion production waste are perhaps the most important issues that need to be overcome when producing clothing, and this is an area that the Boody team is continuing to work on.
“We’re invested in reducing waste at every touchpoint — we never over-purchase or test products in the market and are committed to leading sector change by securing end-of-life solutions for all Boody products, including underwear,” explains Shaun.
“We donate profits via 1% for the Planet and provide recycling pathways for customers to close the loop.”
IMPORTANT TO BE ETHICAL
Shaun also says that holding to strong ethical positions is as important as being sustainable: “At Boody, our approach to business is guided by love and respect. We champion ethical practices throughout our supply chain, ensuring fair treatment of workers across all our manufacturing partners. This includes strict policies against discrimination and forced or child labour and guarantees fair working hours, wages, and benefits.”
“We’re proud of these efforts but know there’s always more to do. Our commitment to sustainability and ethical practices is an ongoing journey, and we’re constantly looking for ways to improve and make a positive impact,” says Shaun.
“Looking ahead, by 2026, we have the goal of pioneering end-of-life solutions for all Australian market underwear, setting a global standard for sustainability in the fashion industry.”
To buy Boody items, go to www.boody.com.au. Follow the brand at @boody
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