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We can probably all come to the same conclusions about our underwear drawer and the distinct categories we hold for the little fabric intimates we wear every single day. The granny panties, the gym briefs, the ones you wear only with that dress you bought last summer and realized it was see through, the special occasion intimates and the last-resort-I-haven’t-done-laundry-in-a-month pair. And imagine this; a pair that whilst it covers your behind, also kicks poverty in the butt.

Pants to Poverty (pronounced with a British accent, as this English brand does not imply trousers but pants, underpants) is part of a global campaign to end poverty by supporting local farmers in India and convincing one of the most powerful chemical companies to end the sales of a killer pesticide. Pants to Poverty empowers local organic cotton farmers in Bhawanipatna, India. Not only do they produce their underwear solely from the cotton in this village, they support seed development work to establish seed banks for them. This is an integral part of ensuring sustainable organic cotton farming.


Let’s not forget their support of local schools by providing educational materials. That’s not all you get when you look down your trousers at your awesome underpants. Pants to Poverty is also entirely transparent, (don’t worry about your behind, their actual product gives full coverage). From cotton gins to factories, to the retail stores that sell them, these underwear are setting a new standard of production creating a “Pants Value Chain Community” of happy people.

Browsing through Pants to Poverty’s collection is like stepping into a candy shop of fair trade and organic knickers, rainbow shades galore! They even recently released a “Fashion Revolution Day” themed line. As you know, at JUST we’re all about the fashion revolution, so you’ll probably recognize the crazy colourful motifs!

This brand is down to earth, no frills, lace or satin bows. These guys are your every day reliables that you should feel good in, for more reasons than one.


By Laura Francois