The idea of ‘wellness’ is incredibly flexible. For some, it might mean green smoothies or peaceful retreats; for others, it’s about magnesium supplements or even ditching toxic friendships. But what if wellness could also be found in your choice of underwear? That’s the intriguing premise from two innovative entrepreneurs.
Meet Mac Boucher and Matthew Domescek, the visionaries behind EDN (pronounced ‘e-DEN,’ a nod to the legendary garden). They’re introducing cotton boxers and briefs, priced at $38, with a truly unique marketing angle. Crafted in Portugal without any synthetic materials—even the waistbands are spandex-free—these garments are touted as being beneficial for reproductive health due to their complete absence of microplastics.
The concept of microplastics emerged two decades ago, referring to the tiny fibers released by plastic products and synthetic textiles like nylon and polyester. Scientists have since detected these minuscule particles in human reproductive organs, and animal studies hint at a potential negative impact on sperm quality.
It’s well-established that synthetic fabrics release microplastics during washing, scattering them into our water systems. We also breathe in airborne microplastics. While the precise amount of skin absorption from clothing or cosmetics remains a topic of ongoing research, existing evidence suggests it’s a possibility.
Boucher, 36, a creative director with a background in working with music artists like Sofi Tukker and his sister, Grimes, describes EDN’s ideal customer as someone ‘ultra-discerning.’ These are individuals who opt for wooden toys over plastic for their children, are serious about their fitness, and scrutinize carpet materials with the same intensity they apply to their skincare ingredients.
According to Domescek, 30, a fashion consultant who previously worked for Thom Browne, branding EDN underwear as a wellness product was a deliberate strategic move. This launch comes amidst a growing climate of skepticism, fueled by federal officials and ‘Make America Healthy Again’ advocates, questioning everything from ultraprocessed foods and seed oils to birth control and vaccines.
Domescek boldly states, “We truly believe microplastics represent the next hidden threat to health that society will collectively abandon.”
Fashion Updates
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New York-based womenswear designer Sandy Liang, celebrated for her distinct girlish-yet-cool aesthetic, is set to launch her inaugural capsule collection for Gap this Friday. The collection seamlessly blends Liang’s signature elements, such as sherpa jackets and bow-adorned pieces, with classic Gap items like hoodies and jeans, with prices beginning at $20.
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Supermodel Ashley Graham recently unveiled her new size-inclusive women’s fashion line at J.C. Penney. This collection, featuring stylish faux-fur trench coats, elegant satin dresses, and chic tweed skirt sets, caters to sizes 14 and above, starting at an affordable $40. Interestingly, some items are already available at reduced prices.
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Acclaimed actress Maggie Gyllenhaal makes history as the first female ambassador for Eton, the esteemed, nearly century-old Swedish brand renowned for its dress shirts. She fronts their latest campaign, captured through the lens of Gray Sorrenti.
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Luxury sneaker giant Golden Goose is stepping into the athletic world, inaugurating its first padel arena in its home city of Milan this week. Complete with courts, a cafe, and a membership program, this new venture further solidifies the growing bond between the fashion and sports industries.
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Continuing the trend of fashion-meets-sports, Canadian outerwear brand Moose Knuckles has launched new merchandise in collaboration with the National Hockey League. The collection features gear for popular teams like the New York Rangers, Boston Bruins, Montreal Canadiens, and Toronto Maple Leafs, with prices ranging from $150 for caps to $1,295 for bomber jackets.
A Conversation with Frida Giannini: The Former Gucci Designer’s Latest Venture
Frida Giannini, the last woman to serve as Gucci’s head designer, concluded her influential nine-year tenure in 2015. Her signature romantic aesthetic, rich with florals and a deep respect for the Italian brand’s legacy, was followed by a period dedicated to philanthropy and less public fashion endeavors.
This autumn marks Giannini’s return to the design spotlight, with the launch of an exclusive capsule collection for Liberty London, celebrating the British department store’s 150th anniversary. The collection, which debuts this week, features elegant leather bags, classic pea coats, and vibrant apparel that beautifully references Liberty’s storied past as a purveyor of distinctive fabrics and prints.
In a recent edited interview, Giannini opened up about her decision to collaborate with Liberty, the inspirations that shaped her new collection, and her perspective on the current landscape of the wider fashion industry.
Why did you choose this particular moment to re-engage with the fashion world?
For the past three and a half years, I stepped away entirely from the public eye. My mother’s illness meant she needed me, and she was an incredibly significant person in my life. So, I dedicated that time to her. About a year ago, Liberty approached me. The opportunity sparked my interest; it wasn’t about returning to the frenetic pace of fashion week, but engaging with a different facet of the industry.
Could you describe your design process and the inspirations behind your collection?
During my time in London from 2001 to 2002, Liberty was my go-to for stationery, notepads, and various small treasures. Even after moving back to Italy, any visit to London invariably ended with a trip to Liberty. My deep admiration for the store stems from its rich and extensive history.
The iconic Union Jack flag served as my initial muse. I aimed to reinterpret it with a vibrant ‘explosion’ of colors, incorporating Liberty’s signature deep purple. I then introduced a generous amount of luminous brass, believing its reflective quality would exude a positive, energetic vibe.
After your departure from Gucci, there was much speculation about you potentially launching your own brand. Is that something you would consider?
My own label? Absolutely not, I find that rather pretentious. However, seeing ‘Liberty by Frida Giannini’ was a truly remarkable experience. It’s the first time my name has appeared on a collection, which felt incredibly special.
I’m drawn to collaborating with brands that possess a certain allure, a sense of mystery, and a genuine message. There are numerous — perhaps too many — brands out there that, frankly, lack a compelling reason for their existence. I prefer not to name any, but I certainly don’t wish to add my own to that category.