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An Australian online menswear retailer Green Thread has launched in a bid to provide an ethical twist on business shirts.

Designed in Australia and operating out of Sydney, the company is currently offering shirts, socks and underwear for men made from 100% Global Organic Textile Standard (GOTS) certified cotton.

Green Thread is sourcing additional warehousing options in Brisbane, Melbourne and Perth in a bid to offer next day delivery to customers and is currently on the hunt for fulfillment centres in Singapore and Hong Kong.

Green Thread co-founder Rob Leach believes the current menswear market should focus on actioning a major overhaul in order to promote sustainable and eco-friendly options for consumers.

“Men’s business shirts are too often driven by profit margins alone – leading to a product that in many cases is overpriced and doesn’t offer value for money to the consumer – and has no consideration to the environment.

"Green Thread is here to disrupt this.

“Globally, there is a consumer-led movement to buy environmentally friendly products, and I am excited to be able to offer Australians a top quality business shirt that look not only looks great but also is great for the environment.”

Leach also said that in terms of sourcing organic cotton, the company has adjusted its business model to reduce the impact of cost.

“Although organic cotton is harder to grow and source, making it more expensive than conventional cotton, we have reduced margins to make ethical clothing more affordable.

"As a small business we have a stable supply chain and are willing to sacrifice some profits for ethics."

Green Thread's socks and underwear are crafted from bamboo, which is also held up as one of the most eco-friendly breakthroughs in garment manufacturing.

Its shirts are being designed in Australia by European designer Xenia Hejda.

Green Thread is now on a mission to sell through 4,000 business shirts in one year driven by an aggressive digital media campaign to steer traffic to the website.

Price points range from $50-$90.

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