How to champion a “future fit for all” with Boody

In conversation with Australian-born and globally loved everyday basics, Boody.

November 9th, 2021

Written by FibreTrace®

Boody is the business of making you feel good. From quality, sustainable, everyday basics to relaxed essentials crafted from organically-grown bamboo - their business is guided by this ethos.

At FibreTrace®, we champion brands who are meaningful about their impact and are committed to using fashion as a force for good.

(FibreTrace) What problem in the industry does Boody address or solve?

(Boody) Boody was born from a collective passion, drive and demand for a simpler wardrobe made from sustainable fabrics that supported the everyday lifestyle.

Our mission is to “champion a future fit for all”, so we emphasise quality, simplicity and sustainability in everything we do. We bypass trends and fads as we believe they lead to overconsumption and waste. Everything we create is made to make our community feel good. And that leads us to deliver soft, simple and sustainable essentials that are good for you and the planet

(FibreTrace) How does Boody try to communicate sustainability in an authentic and truthful way? What do you believe are the key ingredients for success?

(Boody) Firstly, we have clear brand pillars that ensure whenever we’re talking to our community, whatever product we create and whatever communications we’re putting out there - these pillars are represented. This ensures that we are accountable for what we are saying. They are:

1. Health & Wellness -Taking good care of ourselves in both body and mind creates a virtuous circle for health and wellbeing. We hold health and wellness high in our everyday routine and incorporate this messaging in all that we do.

2. Diversity & Inclusion - For each individual to bring their best self forward, a sense of belonging must first be established. Having a real human connection and celebrating diversity and individuality is executed visually at Boody.

3. Sustainability - We are 100% committed to do even better for our community and the planet.

As mentioned, our brand purpose is to champion a future fit for all. Our brand promise encompases all our brand pillars into one short and powerful sentence. We will use our platform to champion sustainability.

We are future focused and everything we do is to protect our planet. We always like a play on words and ‘fit’ does just that. We make basics so yeah fit is important but fit also represents inclusion, diversity and community spirit. Our purpose is our driver and will be the ongoing force used to help Boody grow. 

Our key to success? Our people are everything. We are a family business, literally, but we extend that to our team and the way we operate Boody. Our people, and in turn our community inspire leadership, inspire us to champion great things, inspire us to innovate and make bold moves. The next is to establish your core values as a business, and make every decision, big or small, through the lens of those core values. At Boody, our core values are high-spirited, driven, caring and considered, so whether we’re hiring, creating a product, partnering with a vendor or developing a strategy, we assess our decisions against these core values. What ends up happening is that your team becomes more aligned, you make a lot less mistakes and your messaging becomes stronger because the community you’re trying to inspire are aligned and on the journey with you.

"Our people are everything. We are a family business, literally, but we extend that to our team and the way we operate Boody. Our people, and in turn our community inspire leadership, inspire us to champion great things, inspire us to innovate and make bold moves."

(FibreTrace) Why bamboo? What are the unique benefits of this fibre that Boody wishes to communicate with consumers?

(Boody) Our garments are thoughtfully crafted from organically grown bamboo, which is what makes them super soft, comfy, breathable and most importantly, sustainable. Organically-grown bamboo is highly breathable, comfy and soft; making it perfect for garments that sit close to the skin like underwear, socks and everyday basics.

Bamboo is the fastest growing and most versatile plant in the world. No pesticides, insecticides or fertilisers - bamboo is naturally organic and doesn’t require chemicals to enhance its growth. Its fibre uses a non-toxic, closed-loop system, resulting in a silky-soft weave that’s soft on your skin and gentle on our planet.

Did you know that bamboo absorbs carbon dioxide and releases 35% more oxygen into the atmosphere than the equivalent area of trees? Bamboo is a crucial element in the balance of oxygen and carbon dioxide in the atmosphere. This makes bamboo excellent for absorbing greenhouse gases and producing clean, fresh oxygen! 

We could rave on about bamboo all day but in summary 

1. Bamboo is naturally organic 

2. Bamboo fabric is naturally antibacterial and hypoallergenic

3. Bamboo fabric is moisture absorbent

4. Bamboo consumes less water and only requires rainwater to grow

5. Bamboo fabric is anti-static and UV protective

6. Bamboo fabric is breathable and thermoregulating 

7. Viscose from bamboo can be compared to some of the most luxurious fabrics like silk

(FibreTrace) For consumers confused about how to shop more responsibly, what are some key pieces of information that they should always be looking for from brands?

(Boody)When discovering Boody, you’ll notice each of our products have an impact index. This is a tool that calculates the environmental impact of each product. By measuring our own environmental footprint, we can inform our community about the environmental benefits when better practices are used. 

By choosing Boody you’ve made a sustainable choice in giving back to the planet. 1% of all our online sales are donated to nonprofits who help protect the environment.

Check out Boody via their website: https://www.boody.com.au/.