Bonds has launched its first organics underwear range for men and women.
Made with full traceability and manufacturing transparency, Bonds Organics is part of a broader sustainability push at the brand.
The new ‘We Gots You’ campaign is fronted by Australian musician Cody Simpson and fashion muse Paloma Elsesser.
Bonds Organics is produced from GOTS certified organic cotton, with styles for men and women.
Earthy tones are used across trunks and briefs for men, and bikini briefs, gee and hi-hi styles for women, as well as triangle bralettes and scoop back crops.
Bonds head of marketing Kelly McBride said sustainability is a key focus for the brand.
“Prioritising sustainability, Bonds Organics is our newest range of iconic basics. It’s Bonds’ first GOTS certified organic cotton range, making our product kinder to the planet, our people and the wearer.”
Bonds' environmental goals for 2020 include using less water and energy, increasing use of more sustainable raw materials, and continuing to support Aussie farmers with Home Grown Aussie cotton basics.
Last year, Bonds launched Re-Loved Sweats giving new life to cotton fabric offcuts that would otherwise have been destined for landfill, as well as Re-Loved Swim made from recycled PET bottles.
Plastic bags and hangers for online orders have also been removed.
Further minimising Bonds’ impact on the environment, the company has partnered with oOh! Media to make use of a special 100% recyclable eco-paper made from real pulp in the ‘We Gots You’ campaign’s street furniture formats.
oOh! CCO David Scribner said this is a major move for the market.
“Just as Bonds is paving the way in sustainable fashion, we and our printing subsidiary, Cactus Imaging, continue to look for more green technologies and eco-friendly print production options to minimise our environmental footprint. We are proud to be supporting their efforts by bringing eco-paper to this campaign.”