Boxers that Make You Smile by Whats Down: Below the Belt Menswear

27th September 2019, Mumbai, India. Whats Down launched it’s first curated collection as a response to the lack of quality ethical underwear. With quirky, cool and dynamic prints, Whats Down has entered the Indian market with a bang. Open in nature
What’s Down aims to break down the perceived inaccessibility of ethical products by showing that it is possible to create a brand centred around an Indian man’s lifestyle.

At the moment, ethical fashion is considered to be expensive, quality is considered to be bleak when compared to unethical counterparts or the average consumer does not have the knowledge about it. Whats Down is here to challenge that and show this is no longer the case.

What makes What’s Down boxer shorts extremely comfortable?

Material Used:
What’s Down garments are made from 100% cotton poplin fabric.
Its popularity is hardly surprising, favoured for its strong, durable nature but soft, lustrous surface. It’s basically a solid, all-rounder fabric that can’t really do anything wrong. If you like having the best of both worlds, poplin is thin and cool with an easy drape, yet simultaneously sturdy and tough.
No riding of the leg, no awkward wedgie picking on the tram.
When it comes to underwear, extreme comfort is always the most important factor.

How does Whats Down help in benefiting and saving the environment?

Printing:
All our fabrics are digitally printed, no toxic fumes from screen printing or table printing.
It is widely acknowledged that today, textile processing accounts for 20% of all fresh-water pollution. Not only is the textiles industry the biggest polluters, it is also one of the biggest consumers of water, using billions of litres per day within treatment, processing and decorating of fabrics.
Whats Down takes sustainability very seriously, our fabrics are digitally printed by switching from analogue printing processes.
Data already shows a huge impact, not only in reducing water consumption and pollution, but also in decreasing energy use, CO2 emissions, waste materials and time.
Let's not forget, the prints looks fabulous!

Packaging:
Our packaging is completely recyclable, we do not use plastic lamination on the top of our printed box which makes it eco friendly. We use high quality paper packaging to make sure the product reaches you in the best state. We make sure our packaging is designed to fit one boxer short, and we do aim to save as much paper as possible.

Workers:
Workers who stitch your boxers are paid a living wage and have safe working conditions according to the Indian standards and are given a good amount of breaks while working.

Lastly, our entire team at Whats Down works in an environment that believes in minimal carbon footprints. In this world where sustainability is of utmost importance, we understand how important it is to conserve and preserve the environment in order to make it accessible for our future generations. Our brand is eco-friendly and we make sure that there is no sort of plastic involved.

Currently we are seeing a huge shift in consumer behaviour. People want to know
where their clothes are made and who is making them.

‘What’s Down’ has directly addressed this by creating a localised and independent supply chain. Whats Down’s entire process is proud in being part of the Made in India initiative,
from the source of cotton all the way to final product is created in India.

In 2020, we have taken an obligation to create goods and services that function not only
to their intended purpose but excel at delivering high quality experiences with minimal
social, environmental and economic impact.
'What’s Down' was created in 2019 to challenge current models of consumption. A brand that is not only defined by the garments it creates but also the message it emanates. If you want change, why can’t it start with you.

Shop No. 007, Ashirwad Building, 262 Dr. Annie Besant Road, Worli, Mumbai 400030
info@whatsdown.in

Whats Down makes high quality boxer shorts, which provide ultimate comfort and have quirky prints. We’ve seen more than enough bad looking and bad designed boxers to last a lifetime. So we decided to change that.

This release was published on openPR.