We care

We all know there is no other way to live than to live in a sustainable, caring and considered way. Some might disagree and ignore the warning signs but as a company, we want to do things the right way from day one. As such, both our products and packaging are designed to waste less and use the most sustainable materials / fabrics we can get out hands on.

Read on to see how we're achieving this.


Our packaging has been designer to have zero plastic which is why you only fine a thumb hole behind the underwear box to feel the fabric. Unlike many other brands, we have removed the window completely as we feel it was an unnecessary use of the plastic.

The sock packaging goes a step further and is designed to use very little cardboard to give you just enough information if you're purchasing this in-store. What's more, you will notice that no plastic hanger has been attached for POS purchases. Our design incorporates this within the cardboard. The final touch is that the socks are attached using a cotton thread only, ensuring all is 100% recyclable.


MODAL (made from beech trees)

Modal rayan fabric used in our underwear Everyday Series was first developed in Japan in 1951 as an alternative to silk. Modal is super soft, strong & breathable and has a natural ability to withstand excessive moisture - perfect for long-lasting comfort.

Modal is produced from beech trees. The somewhat complex purification process to turn the wood chips into cellulose to fabric is much more efficient and requires a fraction of the sodium hydroxide than with rayon viscose, which means less toxic waste. So, you can rest happy with your Crossfly underwear!

We haven't reached our end goal. As fabric innovation speed up, we will be implementing them.


Every one of our products, is carefully designed and engineered with the very best materials, and made by premium partners. The result is that our products will last at least twice as long as our average competitor. We understand that our products are not inexpensive, but the extra number of times you will get to use them ends up preventing more waste for the planet.