Adding weight to the ‘green fashion’ movement and taking a stand against ‘fast fashion’, local manufacturer – Jockey South Africa is taking further steps to ensure responsible and sustainable manufacturing processes through the launch of their ‘For Me’ range.
Aimed at South African women this new, environmentally-friendly collection utilises Modal as the main fabric to create the range. General Manager for Jockey South Africa, Bruce McMurray explains, “We are
excited to be making a bold statement as a company and brand for producing sustainably sourced and innovative products. Apart from the positive environmental impact that producing the ‘For Me’ range will have due to the use of the eco-friendly Modal fabric, we have also successfully struck a balance of keeping these quality products affordable while remaining stylish and trendy by design,” explains McMurray.
According to McMurray, the Modal fabric was also a preferred sustainable fabric option for Jockey’s new range because of its silky natural softness, comfort and efficient moisture management. Modal, which is a bio-based fiber produced from sustainably harvested Beech Wood Trees, is exquisitely soft to the touch, lightweight and flexible. The fabric is not only good for the environment but can hold dye easily which will keep colours bright even after multiple washes. Its durability prevents rigidity after washing and can be blended with other fibers such as cotton and spandex for extra strength. Furthermore, it won’t shrink like 100% cotton products, giving the wearer peace of mind that their garment won’t lose shape.
The Jockey ‘For Me’ range has been described as ‘youthful’ and ‘full of life’, featuring six colours with Magenta Haze, Blue Tranquil and Mindful Mauve being their more vibrant shades. The other more muted tones to choose from within the range include Blue Iris, White and Black. The style of underwear available within Jockey’s ‘For Me’ range will feature Thong, Boyleg, Brazilian, Midi Hipster, and the ever-popular Bikini silhouettes.
“There are so many benefits to using Modal to create an underwear range, which also includes allowing for all-day comfort because this fiber is naturally breathable and 50% more water absorbent than cotton. So, our shoppers will be kept cool and happy over the warmer season while the modal fabric helps to prevent sweating and moves away from the skin which can cause unwanted skin irritation,” adds McMurray.
Bringing a fresh take on responsible buying behaviour, Jockey presents women with a chance to be bold and playful this summer. Shop with a conscience without compromising on style with Jockey’s ‘For Me’ statement garments available in-store or online at www.jockey.co.za.
Three lucky readers will each win a R1000 Jockey voucher! Answer the simple question and complete the form below to enter.
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This is stunning, I love the mom modal fabric experiment!
A wonderful opportunity to try out this fabric. Thank you, Jockey and
Beauty South Africa.
done I so so need this
A absolutely wonderful giveaway thank you
I feel embarrassed to say I havnt purchased underwear in the past 10 years and wouldnt know whats new on the market. Of it wasnt for Beautysouthafrica having this competition I wouldnt know where to start. Thank you. L K