London, Aug 26 : The latest name making its way into the eco-friendly must have list is a range of underwear - made from bamboo.
Joanna Ketterer, 26, who runs London-based firm Luva Huva is launching the creation, which is pulped and then spun into fibres to be woven and dyed.
It is said to be more eco-friendly than cotton because it is quick to grow, does not need pesticides and is biodegradable.
The undies are soft and strong, and cost from around 30 pounds.
"People often have the perception that environmentally-sound clothing lacks style and comfort," The Sun quoted Joanna, as saying.
"With this new range I have tried to show they can have both," Joanna added.