This woman is wearing wooden underwear

Sophie Young, founder of g=9.8, a line of organic lingerie and loungewear fait en France, sure knows the value of a winning catch phrase. “This woman is wearing wooden underwear”, scrolls alongside a stunning shot of a model in sexy grey knickers on the brand’s website. Wooden underwear? My brain immediately shot to an image of a children’s toy with square shaped torso and snap-on clothing. Crazy as it might sound, every piece in this line is made entirely from white pine. Still thinking about Lego? Read on…

Who is she?

For those who aren’t science buffs, the name g=9.8, actually refers to the scientific figure for the Earth’s acceleration due to gravity (g=9.81 m/s2) and represents the entirely organic aesthetic of the brand, from production to styling, inviting clients to think about the integrity of the planet by buying organic.

The brand’s founder, Sophie Young, made an interesting switch to designing intimate garments after working approximately ten years as an architect. Her affinity for everything green was first born from a personal decision to live organic, after one of her children suffered an allergic reaction to chemical additives in food. This lifestyle and her interest in working with raw materials as an architect (aka wood) eventually influenced her decision to start the line and tailor every detail of the business around a regard for the environment, recycling, and sustainability.

The transition from buildings to bras might seem a strange one, but Young admits that both are “similar in their work in volumes and colours” and her line still allows her to work with her preferred raw material.

The Look

As mentioned, g=9.8 is completely conceptualised, from fabric to production and styling, around the idea of sustainability and a limited impact on the environment.

All pieces in the line, which include boxers for men and women, knickers, bras, loungewear, and hosiery, are made of Lenpur, a material created from white pine clippings that are recycled as raw materials, broken down into fibres through an organic enzymatic process, and eventually spun into a fabric. There is no deforestation related to this process, as those clippings used are only collocated when trees are pruned. Lenpur is a breathable and durable material that is soft like cashmere and as comfortable as silk.

The fabric and dyes used for g=9.8 pieces are exclusively made in France, and a majority of the looks are also assembled there, which represents 70% of the price of each garment. This localized production both assures against outsourcing, and limits gas emissions during the transport of products. Furthermore, g=9.8 packaging is eco-friendly, as it is made from recycled materials and can be reused.

Simple and timeless, yet feminine styles

Working against the fashion norm that constantly introduces new trends and must-have items, Young’s tastes and designs also give a nod to sustainability, as her collection is timeless. Natural tones and simple, yet feminine styles can be mixed and matched, and are complimented each season by additional pieces and assorting colours.

The Buzz

In its short 5-year existence, Young’s line has surely made a name for itself in the fashion world, and we’re not just talking about the eco-fashion world. g=9.8 designs have been featured in prominent news publications worldwide, including Elle France, Elle Sweden and The Daily Mail. The line has also been presented at the Ethical Fashion Show and the Espace So Ethic at the Salon Prêt-à-Porter in Paris.

Where to Buy

Eco-interested shoppers can purchase g=9.8 pieces from the e-shop on the brand’s website,  on other independent online shops such as Buy Green and By Nature, or at selected boutiques across Europe. With all pieces under 100€, such affordable prices will allow most to partake in g=9.8’s invitation protect the planet by wearing wooden underwear.

For more information on g=9.8, visit the brand’s website, or find it on Facebook here.