Ambra underwear goes green

Underwear and hosiery specialist Ambra has responded to the current spike in consumer demand for green products with the launch of its first organic range.

The EcoStyle collection features chemical free bamboo yarn, organic cottons and natural dyes. Priced from around $14.95 for an organic cotton hipster brief to $24.95 for a bamboo spandex singlet, the collection also comprises a wide range of brief styles as well as tank tops and several styles of singlet.

Ambra brand manager Tim Goodfellow said the company had responded to increased consumer demand in launching the EcoStyle range.

"[In bringing EcoStyle to market] we have considered the environmental impacts of our decisions along with our customers concerns and want to ensure that we act responsibly and consider our ecological footprints."
Ambra was also looking to launch organic and bamboo fibre products across all of its categories including legwear, socks, underwear and bodywear, Goodfellow said.

"[Fashion] is no longer just about comfort and style it is about sustainability," he said.

Ambra's organic cottons were either dyed using an organic process from certified manufacturers or were designed to remain undyed, relying on the natural colour of the yarn.

The bamboo fibre used in the EcoStyle range had anti-bacterial and natural cooling properties which would be maintained even after dying and washing, Goodfellow said.

Ambra EcoStyle will be available at retail from this month [February] at Myer and David Jones stores and selected boutiques nationally.

By Belinda Smart