A new sustainable fashion brand has launched its collection of intimate wear that is both kind to the planet and the women who wear it.

TryKind Clothing, an Ascot born company aims to spread awareness about how buying underwear and how we think about its production.

The brand that is a huge promoter of female empowerment uses local organic cotton farmers who are paid fairly. All their products are sewn by women at the Sambhali Trust’s Sewing Centre in Jodhpur, after suffering poverty and abuse.

Five percent of profits from the company go back into a select three charities which stand for being human kind, earth kind and creature kind.

 TryKind founder and Director Alana Redick said: “Buy well and make it last. Nobody thinks about underwear but you can’t thrift underwear or buy second-hand underwear so you have to buy well, which is why we were inspired to make ethical underwear made by empowered women that can benefit your wellness and last a lifetime."