Pants to Poverty team travels to India before re-launch

London-based underwear brand, Pants to Poverty, is traveling to India, where it’ll take

up a project to learn the nuances of organic-cotton cultivation ahead of its re-launch in 2015. While operations will continue as usual, the team will be posted at a farmer’s office in Odisha, so that the members can document and assist with the organic-cotton harvest.

The aim is to create an alignment between the brand and the cycle of the farm. “In advance of our exciting plans for 2015, it’s crucial for us to align the brand with the cycle of the farm, which means ensuring that our seasonality works with their farm cycle and not against it,” said Romain Renoux, Head of Marketing at Pants for Poverty, in a statement.

The India trip will allow the company’s employees to experience Pants to Poverty’s ‘cotton to bottom’ supply chain. During each stage of the supply chain, the team will live, work and learn more about the realities of life along with the communities they partner with, in turn strengthening the relationships. The aim is also to create a new collection, designed with the people who actually make them.