A Danish brand with a global vision, Organic Basics has built its reputation on easy-going, versatile products that organically link underwear, activewear and loungewear. At a time when consumers are in search for products that can adapt to their lifestyle and their own vision of garments, the brand has succeeded in establishing itself as a simple and affordable solution with a discreet charm, a true comfort and a sustainable vision. We sat with head of Wholesales Cristina Recchia to discuss the brand’s strategy and to have her feedback on this first Salon International de la Lingerie session.

Tell us about the philosophy of the brand

Organic Basics is a lifestyle brand with very versatile pieces. We believe in an easiness that makes you able to combine underwear with loungewear, loungewear with activewear… We don’t see very strong divisions in categories anymore, which enables us to tell a story that is not category-driven and to focus on what people really want to wear. Our red thread is comfort, sustainability and accessibility. 

How does sustainability inform the different aspects of the brand ? 

We try to work only with certified fabrics, whether is GOTS cotton or GRS recycled materials, and only use packaging that is 100 % recycled. We try to reduce emissions to a minimum by avoiding air transport, and write a yearly impact report to be as transparent as possible. We put lots of efforts in trying to become better, whether its implementing ethical procedures in our factories or collaborating with charities dedicated to forest preservation or supporting local communities. It’s an ongoing process !

This was your first time at the Salon International de la Lingerie, give us your feedback on this first session.

We wanted to show our new collection in Paris and we know that this is one of the most important events of the sector, so it was a great opportunity ! We know that very important buyers come here, including some of our biggest clients, so this was a perfect occasion to show our collection and get a feedback about it.

Have you had any good surprises regarding your expectations ?

Definitely ! The most exciting thing was the variety of markets that approached us. We had prospects from France, Germany, China, Taiwan, Japan… The reception has been very global, which is nice because we are a global brand with a very diverse distribution base, that goes from department stores to online, small fashion boutiques and yoga studios. Our biggest channel is online but we really want to develop wholesale, and the tradeshow didn’t disappoint !