30 10 Underprotection is a Danish brand based in Copenhagen which was founded in 2010. Their main purpose is to create fashionable and sustainable underwear and loungewear for women. Underprotection founders really want to make a difference by giving the customers the possibility to combine ethics and aesthetics when buying underwear. ‘It’s what we all wear closest to our body and therefore we only use sustainable materials such as bamboo, soy and organic cotton. All our products represent sustainable fashion and are created to bring our customers affordable luxury’. Sunniva Uggerby is the designer and co-founder of this beautiful brand and we had a pleasure of meeting her in Copenhagen this summer. Sunniva was very warm and friendly, clearly passionate about her vision and lingerie. She believes in designing for women who care about the ethical production side of garments as well as style and great fit. We saw many gorgeous pieces in Underprotection’s showroom and fell in love with it. ‘We wanted to combine two worlds in Underprotection – so that you can get sexy underwear with a good conscious’. We feel very lucky to present you some of their AW14 collection, made from super soft bamboo cotton and bamboo satin. All bras are soft, non-padded and non-wired. They are made for the ultimate comfort yet supportive with tight fit. We want to break the boundaries and show you that sustainable products can be directional, edgy and very cool. Enjoy! P.S. click on the product below to find out more about each one and buy it.