New lingerie brand seeks to ‘break the boundaries of the sustainable fashion market’

The model photographed is wearing the Iris Collection — Photo by Jack Chipper.

Meet the newest independent lingerie brand, Ash & Hazel, that is striving to close the sustainability gap in the fashion industry.

The brand was created by contour-fashion graduates Hedy Ash-Dixon and Eleanor Izzard, and together they are working to transform the lingerie market and educate the public on how we can each do our part towards a sustainable future.

The two co-founders noticed the lack of sustainable underwear options on the market, and that the few options that are available lacked vibrancy and variety.

“We were always frustrated and disappointed when navigating around ‘sustainable’ underwear products,” says Hedy. “We knew they were always too good to be true.”

Eleanor says: “Truly sustainable brands can only offer comfortable pieces made out of bamboo, hemp, or organic cotton.

“While this is great to fully transform the industry there needs to be sexier, more beautiful and luxurious lingerie on offer too so that all consumers are catered for.”

Despite the clear demand for more sustainable lingerie options, there are very few UK based or even global brands…