How a Sustainably Minded Serial Entrepreneur Built a Planet-Positive Underwear Brand

September 2024 | "Most activewear is made of petroleum-based fibers such as nylon and polyester, so Branwyn's use of wool--sourced from ethically raised New Zealand sheep--sets it apart."

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How a Sustainably Minded Serial Entrepreneur Built a Planet-Positive Underwear Brand | Strawberry Saroyan | Inc.com | September 2024 Issue

Serial entrepreneur Jeff Shafer, found new inspiration in merino wool, leading to the creation of Branwyn, a performance wear brand focused on women's bras and underwear. Branwyn stands out for its use of ethically sourced ZQ merino wool, which is naturally moisture-wicking, temperature regulating, and antimicrobial. Despite challenges like overcoming preconceived notions about wool, the brand has seen rapid growth, driven by its commitment to sustainability and female empowerment. Shafer plans to pass the CEO role to Deanne Buck, ensuring the brand's values remain at its core as it continues to grow.

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