The fabric we use is 100 per cent regenerative organic cotton
Bedstraw & Madder is a DTC brand offering underwear that is naturally plant dyed and made using sustainable fabrics. The company works with Oshadi Fibershed and RADDIS to bring together traditional textile and regenerative organic agricultural cotton farming. In an interview with Fibre2Fashion, Co-founders Primrose Matheson and Vanessa Barker discuss the production process, major markets and expansion plans.
When did you start Bedstraw & Madder and how did you come up with the idea of a biodegradable underwear?
We launched in October 2021, but the idea was formed back in 2019. We wanted to create fully circular fashion that doesn’t impact our health or the health of the planet.
What is the fabric composition of the underwear you sell? What makes it 100 per cent biodegradable?
The fabric we use is 100 per cent regenerative organic cotton. It is 100 per cent compostable and returns to the earth within six months because we use natural rubber trims as well.
Where do you source the cotton and fabric from? Is the cotton used organic? Share a few details.
We grew the cotton for our first line of knickers ourselves leasing the land with our partners in Erode, India and planting the cotton from seed. The cotton is regenerative organic cotton. This means it is grown in a way that actively helps combat climate change sequestering carbon out of the atmosphere back into the soil. We sequestered two tonnes of carbon from our first pilot acre of cotton. The cotton is farmed using a no till, no pesticide or artificial fertiliser approach. Our farmers also use cover cropping and animals to naturally fertilise the land. Our philosophy is about returning to ancient wisdom.
What are the challenges involved in producing a biodegradable underwear?
Comfort is key when creating any underwear. We didn’t want to use elastane in the body of the fabric, so our knickers were hand woven in a way to give them natural stretch. It took us a while to source the rubber trims in place of elastic.
How sustainable is the production process?
The production process is very sustainable. Carbon is sequestered whilst the cotton grows. Harvesting and process is done in a traditional low intensity way working with people power in the most part over machinery. We dye our yarns using 100 per cent native natural plant dyes and zero chemicals or bleaches. So, it does not have a negative impact on our water systems. Our knickers are made in a Platinum Wrap, Sedex approved factory in Sri Lanka.
Which are your major markets?
We are currently DTC only with some selective online wholesale. Whist UK-based we wish to become a globally recognised brand for chemical free, plant dye regenerative clothing.
Do you plan to open a physical store or be available in physical stores soon?
No, but we will take part in pop up stores in the future.
What has been your growth story for the last fiscal? What is the expectation for the next one?
We had a lot of setbacks with COVID-19 which delayed production. Subsequently, riots in Sri Lanka this year held production of new lines back further. Due to this we haven’t been able to launch our planned range as yet. So, our growth will be planned from September this year.
What are your expansion plans? Which new products do you plan to add in the future?
We plan to extend our knicker range and move into sleepwear, whilst adding some basic close to the skin products like vests and tees.
Published on: 07/07/2022
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
