JulieMay’s Sustainability Journey: How We’re Helping the Planet

According to the UN Environment Programme, the fashion industry ranks as the second-largest consumer of water and contributes roughly 10% of global carbon emissions, surpassing the combined impact of all international flights and maritime shipping. Yet, despite its significant footprint, many of these issues continue to fly under the radar for most consumers.

At JulieMay, we aim to make a dent in these alarming statistics. Sustainable lingerie should feel just as good on your skin as it does for the Earth. We’re here to prove that comfort, ethics, and environmental care can beautifully coexist.

In this blog, we’ll take you behind the seams of our sustainability journey, from the certified organic materials we choose to our ethical production practices, planet-focused partnerships, and global impact. Whether you’re new to sustainable lingerie or already making conscious choices, we’re glad you’re here.

Our Sustainable Lingerie Origin Story

JulieMay began with a daughter’s love and a mother’s pain. Tiffany (JulieMay’s founder) found motivation for launching the brand after her mum, Julie, developed severe rashes on her chest post-pregnancy that made wearing traditional bras unbearable. 

They searched everywhere for a solution that was soft, breathable, and safe for sensitive skin, but found nothing that truly helped. So Tiffany decided to create the solution herself. An origin story that started as a deeply personal mission grew into a global brand rooted in compassion, integrity, and innovation. 

JulieMay Lingerie was built on the belief that no woman should have to choose between comfort and conscience. And today, that belief continues to shape everything we do, from the fabrics we source to the lives we aim to uplift. Because sustainable lingerie should take care of you and the world around you.

Using Thoughtful Materials like Organic Cotton and Pure Silk 

While Tiffany’s mission began with the single goal of easing her mother’s discomfort, she realized that truly helping women meant rethinking everything from the ground up. That meant not only designing for sensitive skin but also being intentional about what touches the skin. Because when it comes to sustainable lingerie, materials matter. And at JulieMay, every thread is chosen with care. That’s why we use organic Pima cotton and pure silk.

Ordinary cotton typically has shorter fibres that are about 0.75 inches in length, which makes it rougher, more prone to pilling, and less durable over time. In contrast, the GOTS-certified Organic Pima Cotton we use at JulieMay features extra-long staples measuring up to 2 inches. This results in a luxuriously soft, breathable, and hypoallergenic fabric that’s as gentle on your skin as it is on the planet.

Additionally, every bra and brief is lined with 100% Pure Silk in the areas that matter most. These natural silk layers wick away moisture, reduce irritation, and support optimal feminine hygiene, making them a thoughtful choice for women navigating sensitive skin, post-surgical recovery, or menopause.

Combining certified organic cotton with pure silk guarantees our sustainable lingerie provides comfort, longevity, and care from the inside out. These fabrics are our foundation. And they make sustainable lingerie feel as good as it sounds.

Ethical Production You Can Trust

What happens behind the seams matters just as much as the material touching your skin. Every piece of JulieMay’s sustainable lingerie is handmade at our exclusive production site run on ethical standards. We provide fair wages, safe working conditions, and respect for every person involved in bringing our garments to life.

In our manufacturing processes, we use low-water dyeing methods, eco-friendly detergents, and avoid harsh chemicals at every stage. Even our packaging is recyclable and responsibly sourced.

This sustainable, ethical approach has earned us recognition from respected third parties like the Good Market, Sustainable Jungle, and Ecowiser. Each recognition certifies that our practices meet high standards for social and environmental responsibility.

For us, sustainable lingerie is simple. It’s about doing the right thing. Because how your lingerie is made is just as important as how it feels. 

Sustainability in Action: Projects That Give Back

While ethical, sustainable practices will always be an in-house priority, we also care about the communities and ecosystems that need support the most. Some of our social impact and sustainability projects include:

• Eden Reforestation Projects: Through our partnership with Eden Reforestation Projects we’ve helped plant 7,874 trees and restore over 12,000 hectares of forest. These trees bring back biodiversity while providing long-term jobs and stability for local communities.
  
• Plastic Bank: We also work with Plastic Bank to tackle ocean-bound plastic. So far, we've helped rescue the equivalent of over 284,000 plastic straws and more than 1 million bottles.
  
• Improved Cook Stove Project: We also support the Improved Cook Stove Project in Malawi, which provides safer, more energy-efficient alternatives to traditional cooking fires. This helps reduce toxic smoke exposure and cuts carbon emissions. We’ve offset 5,500+ tonnes of CO₂ and counting.
  
• Smalls for All: We’ve partnered with Smalls for All, donating new and gently worn bras to help end underwear poverty in the UK and Africa. Because something as simple as a bra can restore dignity and confidence.
  
• Uncommon Threads: Through Uncommon Threads, we provide lingerie to women in low-income communities to guarantee their right to clothing is met and to bolster their self-esteem, strength, and sense of worth.
  
• Galop and AKT: Everyone deserves a safe place to be who they are. That’s why we contribute to organizations like Galop and AKT that protect LGBTQ+ individuals from abuse, homelessness, and discrimination. 
  
• Bra Recycling Ambassador: We also serve as a proud Bra Recycling Ambassador by helping customers extend the life of their lingerie through circular fashion and keeping textiles out of landfills.

These efforts are all a part of what sustainable lingerie looks like in action. It's thoughtful, far-reaching, and deeply connected to the well-being of people and the planet. 

A Future Sewn in Sustainability

None of this would be possible without you. Every purchase, every glowing review, and every recycled bra fuels our work and the causes we support. With us, you’re not just buying a garment. You’re investing in cleaner oceans, safer homes, empowered women, and a healthier planet.

Our community continues to grow, and with it, the impact of sustainable lingerie reaches further than we ever imagined. If you’re ready to make a difference with what you wear, we invite you to explore our collection. Experience lingerie that cares for your skin and supports something bigger.