Founder: Primrose Matheson
About the brand: Bedstraw + Madder are righting the wrongs of an industry known
for being dirty. They use zero chemicals and their underwear is 100% naturally plant dyed. Their methods are tried, tested and proven to meet industry colourfastness standards. Clean cotton; clean water; clean colour. They grow their own cotton, which means they know the exact impact they’re making on the world. Working directly with the farmers ensures they are paid fair wages, creating sustainable livelihoods and a respectful relationship to the land and local community.
APE says: Pants that look good, feel good and do good.