Earlier this fall, cofounders Mac Boucher and Matthew Domescek launched Edn, an anti-plastic and toxic-free, emerging wellness-geared brand with its first offering of 100 percent cotton men’s underwear. On Thursday, the brand will introduce women’s underpinnings that continue the company’s message of combating the increasing health and sustainability concerns around microplastics.
“The very impetus of why I’m involved in this, coming from fashion, was hearing my girlfriend and her sister talking about endocrine disruptors in your underwear, and needing to find something that was good. That was three years ago, and it triggered how to think about clothing in a different way,” Boucher said of the brand, which aims to offer accessibility to clean, traceable garments that are designed to be better for reproductive health.
Edn cofounders Mac Boucher and Matthew Domescek
Courtesy of Edn
“We always planned on launching into women’s and wanted to consciously space out the release of our men’s and women’s lines because while plastic free living is really important to men’s health and women’s health in equal measure, it’s also very different,” Domescek told WWD. “It’s something that we wanted to be really conscious of and take our time with.”
With the release of their women’s line, which includes three styles of 100 percent cotton underwear bottoms and a bralette available in four colorways of clay, cinder, shale and alabaster, the brand has introduced independent lab testing as a way to verify its offering as utilizing the cleanest cotton that’s baby safe and organic. “It’s fully traceable to our customer,” he said of the line, which is free of plastic, toxins and harsh chemicals.
Edn’s women’s organic cotton underwear and bralette.
Courtesy of Edn
The women’s collection includes the Genesis thong, Brief, Boy Short and bralette, priced $26 to $28 for underwear bottoms and $44 for the bralette. Each style reflects a thoughtful, elevated lens on basic, classic undergarments and is available via the brand’s e-commerce.
“Edn is here to design clothes that are evergreen. When we release a product, we plan on having it available for as long as the company is around. We are not a seasonal clothing company and we’re looking to grow in places where we feel like plastic is endemic and toxic materials are endemic. These are clothes that we also feel are compulsory to lead a normal life, which expands beyond underwear,” Domescek said of the brand’s future expansion plans.
