Wellness, a truly flexible concept, means different things to different people – from sipping green juices and meditating in silent retreats to taking magnesium or even, yes, ending certain friendships. But what if your underwear could also be a path to better health? That’s the intriguing premise behind a new venture.
Meet Mac Boucher and Matthew Domescek, the visionary founders of EDN (pronounced ‘e-DEN,’ like a paradise garden). Their new brand is shaking up the intimate apparel market, offering cotton boxers and briefs (priced at $38) with a decidedly unique marketing angle. Crafted in Portugal without any synthetic materials, including the common spandex waistbands, EDN claims its products could boost reproductive health by eliminating microplastics.
Microplastics, tiny fibers released from plastic goods and synthetic textiles such as nylon and polyester, have been a growing concern for two decades. Research reveals these particles in human reproductive organs, and animal studies suggest a potential negative impact on sperm quality.
EDN proudly shares the origins of its cotton, providing customers with cards that detail the names and locations of the farmers and millers involved in producing their garments.
It’s a well-known fact that synthetic fabrics release microplastics during washing, polluting our water systems. We also breathe in airborne microplastics. While the precise rate at which these particles penetrate our skin from clothing or cosmetics is still being studied, some evidence indicates they can indeed be absorbed.
Boucher, 36, a creative director and producer known for collaborations with artists like Sofi Tukker and his sister Grimes, describes EDN’s ideal customer. These are individuals who’ve replaced plastic toys with wooden alternatives, are deeply committed to their fitness, and scrutinize carpet materials with the same intensity they apply to skincare ingredients. In his words, they are ‘ultra-discerning.’
Domescek, 30, a fashion consultant with experience at Thom Browne, views EDN’s wellness-focused branding as a calculated move. He and Boucher are launching their brand amid a growing societal distrust in what we consume, fueled by diverse groups including federal agencies and ‘Make America Healthy Again’ advocates. This skepticism extends to everything from ultraprocessed foods and seed oils to more personal health choices like birth control and vaccines.
Domescek confidently states, ‘We genuinely believe microplastics represent the next unseen health threat that society will collectively abandon.’
Fashion Buzz: More from the Industry
Here’s a quick rundown of other notable happenings in the fashion world:
- New York designer Sandy Liang, known for her uniquely charming downtown aesthetic, is launching her debut capsule collection for Gap this Friday. The line blends her signature pieces, such as sherpa jackets and bow-adorned clothing, with classic Gap items like hoodies and jeans, with prices beginning at $20.
- Supermodel Ashley Graham recently unveiled her new size-inclusive women’s wear collection at J.C. Penney. Featuring items like faux-fur trench coats, satin dresses, and tweed skirt sets, the line caters to sizes 14 and above, starting at $40, and is already seeing markdowns.
- Actress Maggie Gyllenhaal makes history as the first female ambassador for Eton, the esteemed, nearly century-old Swedish brand celebrated for its sophisticated dress shirts. She stars in their latest campaign, captured by photographer Gray Sorrenti.
- Luxury sneaker giant Golden Goose is venturing into the athletic world with the grand opening of its first padel arena in its home city of Milan. This new facility, complete with courts, a cafe, and a membership program, signifies the growing synergy between the fashion and sports industries.
- Further cementing the bond between fashion and sports, Canadian outerwear brand Moose Knuckles has launched fresh merchandise in collaboration with the National Hockey League. Fans of teams like the New York Rangers, Boston Bruins, Montreal Canadiens, and Toronto Maple Leafs can find items ranging from $150 caps to $1,295 bomber jackets.
An Exclusive Chat with a Former Gucci Visionary on Her Latest Collection
Frida Giannini, the last woman to lead design at Gucci, departed the iconic fashion house in 2015 after a distinguished nine-year tenure. Celebrated for her romantic style, rich with florals and nods to Gucci’s heritage, Giannini subsequently engaged in philanthropic efforts and smaller-scale fashion projects where her influence was less overtly public.
This autumn, however, marks a significant return to the spotlight for the Roman designer. She’s unveiled a special capsule collection for Liberty London, the renowned British department store, in honor of its 150th anniversary. Launched this week, the collection features elegant leather bags, classic pea coats, and vibrant clothing that pays homage to Liberty’s long-standing legacy as a champion of distinctive fabrics and prints.
In a recent interview, thoughtfully edited and condensed, Ms. Giannini revealed her motivations for collaborating with Liberty, the creative sparks behind her collection, and her candid thoughts on the contemporary fashion landscape.
Why did you choose this particular moment to re-enter the fashion world?
For the past three and a half years, I stepped away entirely. My mother’s illness required my full presence, and she was an incredibly significant person to me. A year ago, Liberty approached me. I was intrigued, though I wasn’t ready for the demands of a full fashion week return. This project offered a fresh perspective within the industry.
Could you describe your design process and what inspired this collection?
During my time living in London from 2001 to 2002, Liberty was my go-to for stationery, notepads, and charming little trinkets. Even after moving back to Italy, any visit to London inevitably ended with a stop at Liberty. My deep affection for the store stems from its rich historical narrative.
The iconic Union Jack flag served as my initial inspiration. I envisioned an ‘explosion’ of the flag, infusing it with vibrant colors like Liberty’s signature deep purple. I also incorporated a significant amount of luminous brass to evoke a positive and energetic feel. It’s wonderfully reflective and exudes good vibes.
Following your departure from Gucci, there was buzz about you potentially launching your own label. Is that something you would consider?
A personal label? No, never. I find the idea quite pretentious. However, seeing ‘Liberty by Frida Giannini’ was a truly remarkable moment; it’s the first time my name has appeared on a collection.
I’m drawn to brands that possess an air of mystery and a clear message. There are countless brands out there – perhaps too many – that lack a genuine purpose. I prefer not to name names, but I certainly wouldn’t want to add my own to that list.