Demand for leak-proof briefs leads to exciting new Coles release

Australians are getting behind leak-proof apparel – and so is one of the nation’s biggest retailers.

Demand for sustainable underwear is such that Modibodi has launched a new style of leak- and period-proof underwear exclusive to Coles stores across the country.

“Modibodi exists to provide people around the world with comfortable and sustainable solutions to manage periods and other leaks,” says Modibodi founder and CEO Kristy Chong.

Modibodi has sold millions of garments worldwide, saving billions of single-use disposable hygiene products such as pads, liners and tampons from ending up in landfill.

The Basic Mid-Rise Brief has been released in Coles stores following an influx of requests from Coles customers around the nation.

“We are really excited to be expanding our offering within reusable period underwear. As part of our Win Together strategy and ambition to be Australia’s most sustainable supermarket, we are delighted to be partnering with Modibodi and expanding our offering of more sustainable propositions within personal care for our customers to choose from,” says Paul Carroll, senior category manager – toiletries and personal care at Coles.

“The expansion of our reusable period and leak-proof underwear range builds on the sustainability progress we have already made and underlines our commitment to drive generational sustainability and a step in the right direction to create a better Australia for future generations.”

The new Basic Mid-Rise Brief:

  • uses scientifically proven tech with a basic design
  • is a classic mid-rise style with full booty coverage and a comfortable stretchy elastic waistband
  • is crafted from soft, comfy, sustainable organic cotton; it looks and feels that you’re in your favourite everyday underwear, but with hidden benefits
  • features a moderate-heavy absorbency, which holds the equivalent of 15ml. This slim 3mm built-in lining completely replaces pads and tampons to absorb periods and light incontinence.
  • is OEKO-TEX® certified.

What does that all mean? It means the Modibodi Basic Mid-Rise Brief is better for the planet, and better for your ‘bodi’.

“We believe that changing the world should be as easy as changing your underwear. With an accessible price point and availability at Coles stores around the country, our new Basic Brief has been designed to make the switch to sustainable solutions available to even more people,” says Ms Chong.

The Modibodi Basic Mid-Rise Brief will be available on Coles Online and in 703 Coles stores across the country, ranging from sizes 8-16. Extended sizes of the Basic Mid-Rise Brief are available on the Modibodi website as part of a seven pair ‘starter pack’.

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