Woke underwear is the latest on-trend. Kelp knickers and bladderwrack bras could become a fashion must-have.

London’s Alexander Clementine has launched a collection of empowering, conscious undies. And bras. Made from seaweed.

You don’t want to start the day by stepping into any sweatshops or unfair labor practices. You want your pants to have an eco-ethical ethos. You want them to be sustainable as well as cozily biodegradable.

All the inclusively-sized garments are made exclusively handmade in London, and 99% of all waste created during manufacturing is reused and recycled in-house. Co-founder Alexander Perry comments: “We wanted to build a sustainable underwear brand that rivals its fast-fashion counterparts – where style and design are as good as the ethical and eco-credentials. There’s definitely a gap in the market for style-first sustainable underwear.”

Available are carbon neutral high-waisted seaweed briefs (in lilac or black), triangle bras and bracelets made from wood, and Icelandic fjord seaweed.

Woke Seaweed Underwear
Woke Seaweed Underwear. Photos courtesy of the brand

Continues co-founder Freya Clementine Rosedale “Our unique silk-like fabric is made up of two components: Seaweed (SeaCell™) and wood pulp (Tencel™). SeaCell™ is produced using the Lyocell process, an innovative and eco-friendly production method. Production takes place in a closed loop with no chemicals released as waste. This patented process embeds the seaweed firmly within the natural cellulose fiber. As a result, the positive properties of the seaweed are permanently preserved within the fiber, even after multiple washes. Wood and pulp come from natural forests and sustainably managed plantations. In the Icelandic Fjords, there is minimal water contamination and zero pollution from ship traffic. We harvest only above the regenerative point of the plant every four years.”

Seaweed requires far less water, land, and chemicals to manufacture than cotton while being more wrinkle-resistant, quick-drying, and durable. Cotton notoriously uses -up to 3000 liters per T-shirt.

Seaweed also contains naturally occurring vitamins and minerals that are absorbed through the skin, maintaining quasi-medical properties. This includes iron and iodine (vital to thyroid function) and vitamins A, C, E & B12.

Adds Perry: “Consumers can have the assurance that their fashion choices are not contributing to an adverse impact on the environment.”

Seaweed thongs could be the next big thing.