The material is naturally antimicrobial and requires very little water to grow
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Spotted: Magi began when the company founder couldn’t find a sustainable, healthy alternative to cotton underwear. Made from a mix of organic hemp and cotton, with a bit of lycra for stretch, Magi underwear holds its shape and colour for years. It also gets softer over time and as one of the world’s strongest materials, it doesn’t fall apart after a handful of washes. Moreover, the hemp plant can grow in almost every climate, making it easy to create local manufacturing and production lines.
Hemp is a useful, sustainable material for a number of reasons. It grows quickly and uses much less water than cotton, and it absorbs a large amount of carbon dioxide from the atmosphere as it grows. Each package is fully compostable, including the shipping label. As a member of the 1% For The Planet network, Magi carefully vetted prospective suppliers, finally choosing to work with one in China that is solar-powered. The factory doesn’t ship with plastic either.
Magi underwear is currently available in four countries (the US, UK, Canada and Australia), and the company hopes to expand its shipping fairly soon.
Hemp’s great mix of qualities means that it is being used in fashion in all sorts of ways. Multi-use trainers depend on the material’s strength and flexibility for their design, while a faux fur made from hemp fibres acts and feels very much like the real thing.
Written by: Keely Khoury