Denmark is synonymous with great design. For years, this small Nordic country has introduced the world to work that is both functional and beautiful. Like this cool LEGO house. And hammock swings. And the entire hygge trend. And now there’s a Danish startup that’s managed to make even laundry day chic.
The company, Organic Basics, promises underwear that will stay fresh and clean for weeks. Yes, weeks! Made of 100 percent sustainable materials, the SilverTech 2.0 basics are durable, comfortable and relatively affordable. But that’s not what makes them a possible game changer.
What makes them truly innovative is the Polygiene. This silver chloride treatment infuses anti-microbial properties into the nylon fabric without harming the environment. As a result, bacteria and fungi have no chance, and the fabric stays fresh with less frequent washing. The anti-microbial treatment reportedly lasts through the wash, and through the entire lifetime of the pieces themselves.
The Business of Basics
The company started as SilverTech 1.0 with a successful Kickstarter campaign, and the latest launch will expand offerings to include socks, shirts and towels. Currently, the collection is for men only. However, a women’s line is coming this fall.
It seems that putting off laundry day was a good business plan. In fact, SilverTech 2.0 hit its funding goal in less than eight hours.
There are still plenty of discounted packages available on their Kickstarter. For $29, you can get boxer briefs or two pairs of socks. At $59, you can select a short or long sleeve shirt, and $69 earns you a towel. The Premium Pack boasts the biggest discount (50 percent) and includes 10 pairs of socks, 10 boxers, 10 shirts and one towel for $779. Shipments are scheduled for August, so you’ll have to wait a few more months to try them on yourself.
The countdown to lighter laundry days is officially on.
Would you feel comfortable wearing your undies multiple times before washing?