Brazil's first brand of absorbent underwear, Pantys adopts zero-carbon labels

Created in 2017, the company wants to convince consumers to exchange the disposable external absorbent for smart and biodegradable underwear. The carbon neutral label is another step towards this

One of Pantys' absorbent underwear models.
One of Pantys' absorbent underwear models. Photo: Pantys/Courtesy.
Ler em português

Pantys, which presents itself as the first absorbent underwear brand in Brazil, announced on Saturday the adoption of carbon-neutral labels for its products, announces this Saturday the adoption of carbon-neutral labels for its products. The neutral carbon label, made in partnership with the WayCarbon team, brings the estimated impact in terms of greenhouse gas emissions of each piece produced by the brand.

For the adoption of carbon-neutral labeling, Pantys underwent a life cycle analysis, ranging from the extraction of raw materials to the final disposal of its products: materials, production, transport, packaging, use, and disposal of each model of absorbent panties and bras.

READ ALSO: Partnering up with small farmers, foodtech Liv Up expects to triple sales

For each Kg of CO₂ emitted, the company commits to invest in a project that neutralizes this emission, such as reforestation, sustainable energy generation, etc., compensating the impact of its products.

For comparison, the estimated impact of one year of using external absorbents (195 units), according to the brand, is 20.39 Kg per CO₂. On the other hand, Pantys’ panties, which have an impact of 0.63 to 1.45 Kg per CO₂, can be used for up to two years.

Pantys products, each with a label (in Portuguese) that brings the CO₂ emitted to create it. Photo: Pantys/Courtesy.

“As a B Corp, believe that fashion should be held accountable for the social and environmental impact of our products and processes. This is why we launched the first clothing carbon label in Latin America. We are not only measuring and reducing our carbon footprint with biodegradable fabrics and all recyclable packaging but now carbon neutral – offsetting the emissions of all our products. We hope that brands will follow and bring more environmental transparency to their products’ life cycles and consumers,” explains Emily Ewell, a chemical engineer and founder of Pantys, alongside Duda Camargo, to LABS.

Emily Ewell and Duda Carmago, founders of Panty. Photo: Pantys/Courtesy.

To have a company B certification, it is necessary to fulfill a minimum of 80 of the 200 criteria required by the American organization B Lab, and, above all, to have a business committed to socio-environmental causes. “Just as the consumers are already more enlightened to understand a nutritional table, our goal is that in the future they will have full discernment and knowledge to question the brands about the emission of CO₂,” adds Emily.

“Pantys’ initiative to launch a carbon-neutral product has a much greater value than offsetting its emissions and the entire chain itself. It is a strong and innovative market positioning. This approach with its clients, bringing the theme so important and relevant to climate change, it is essential for everyone to build a more balanced and fairer world,” says Felipe Bittencourt, business director at Way Carbon.

READ ALSO: Colombian CosmicGo wants to reshape mobility amid a rising concern with urban transportation

According to data from Unep in a survey conducted with the Ellen MacArthur Foundation, the fashion industry is responsible for 10% of the planet’s carbon emissions. Given this data, Pantys’ objective with the carbon-neutral label is to initiate a major change in the fashion market and also to stimulate a new consumer behavior.

How do Pantys products work?

The Brazilian brand’s absorbent underwear is made from biodegradable fabrics and sold in recyclable packaging. Pantys also says it chooses its suppliers based on strict sustainability criteria and good working conditions.

After undergoing tests throughout 2016, the panties were officially launched, through a virtual store, by Emily and Duda, in 2017. After its launch, the brand incorporated a fabric technology with biodegradable polyamide developed by the Brazilian company Rhodia. The raw material, patented under the name of Amni Soul Eco®, allows the decomposition of the fabric to occur faster in up to 3 years.

READ ALSO: This is a man’s world, even among startups. Attracting investments to women-led businesses may be the key to change that

Each pantie has three layers, the second is superabsorbent and the third is waterproof. All of these layers have patented technology developed to prevent bacteria, fungi and odors.

About 80% of sales are made online, through the brand’s website. There are also partner stores and drugstores, which resell the products, in addition to their own concept store, at Rua Oscar Freire, in São Paulo.

Since its launch, the brand has sold more than 46,000 pieces, and has grown, on average, 14% per month. The company currently has 28 employees, and is located in Sorocaba, in the interior of the state of São Paulo.

Get the best insights about Latin America market in your inbox