GENEVA, SWITZERLAND
Sustainable essentials
for the whole family
PRE-LAUNCH
⋆
PRE-LAUNCH ⋆
THE TIME HAS COME!
We are pleased to introduce Well Rounded to the world.
As a special thank you to all our early supporters, we are doing a special offer value pack of 5 undies of the same size and style at an exceptional price.
These orders will be shipped after April 22nd.
THANK YOU FOR BEING THERE WITH US FROM THE START!
The offer will run from 04-04-2024 until 22-04-2024. After that date, the value pack will no loner be sold at a special price and general sales of individual garments will be opened.
Note: To reduce carbon emissions from out supply and distribution chains, Well Rounded only ships to European countries and only by train / truck / bike (no aviation).
follow our journey
concept
There are four fundamental principles at the heart Well Rounded
local value chain
circular by design
no oil-based materials
no toxic chemicals
lOCALly made - IN EUROPE
WHY?
Keeping production and distribution local in Europe we drastically reduces emissions from the supply chain
Suppliers based in Europe must adhere to European laws for social and environmental protection
HOW?
Our cotton is grown in small farms at the footsteps of Mount Olympus in Greece
Our garments are made at a family-owned factory in Portugal
impact in numbers
6,500 km
total production chain from the field to Well Rounded headquarters
65,000 km
total production chain from the field to the point of sale for fast fashion
no harmful chemicals
WHY?
Fertility rates in the Global North are dropping, with a recent Harvard study linking plummeting sperm count to toxic chemicals in our lives
Many chemicals found in dyes and fabric treatments are known hormone disruptors - like BPA, phthalates, and PFAS chemicals
If you want to have babies or if you want your babies to have babies eventually, it is important to go for the safest underwear that you can get
how?
All our products (for children AND adults) have OEKO-TEX 100 Class 1 certification* - the strictest standard in terms of chemicals use, usually reserved for babies
*OEKO-TEX has its limitations because it works with limits of chemicals use rather than absolute numbers. However, it remains the most reliable certification scheme in the world to date to ensure the safety of garments form toxic chemicals in compliance with REACH regulations in Europe
iMPACT IN NUMBERS
x22
above the safe limit - levels of BPA found in synthetic underwear (sports bras) sold by major brands
3
design and material choices helped us avoid toxic chemicals: NO dyes / synthetic materials / finishings
no oil-based materials
WHY?
Majority of underwear on the market today are made of mixed (e.g. elastane / cotton) or entirely synthetic (polyester, nylon) fabrics
Synthetic fabrics do not biodegrade at the end of life; they will stay “out there” polluting the environment for centuries to come
how?
Our undies contain ZERO oil-based synthetic materials (e.g. elastane, polyester): the main body is made out of 100% cotton, even threads (usually polyester threads are used even in cotton garments), elastic is made out of natural rubber and cotton
This composition is unprecedented on the market and IT IS A BIG DEAL. It took us two years and six rounds of testing with 12 families to develop this product for you.
iMPACT IN NUMBERS
0%
oil-based, synthetic materials used in Well Rounded undies
60%
of all clothes today, including underwear, are made of polyester
Circular by design
WHY?
Vast majority of fashion products put on the market today are not made to last and are not designed with the end-of-life in mind
This results in millions of tonnes of non-biodegradable textile waste every year - most of which ends up in vulnerable countries in the Global South
how?
Well Rounded undies are designed to last (hello, premium quality cotton!) and to leave no traces after they’ve been worn out. Easy to separate from the elastic*, cotton** from the main body can be cut up in small pieces and composted safely in your household compost - without killing your worms by leaking toxic chemical, thanks to the OEKO-TEX 100 Class 1 certification
*Vulcanized natural rubber decomposes slowly and will not biodegrade in your household compost. There is currently no recycling solution for elastics (synthetic or natural). So you can extend the use of yours by upcycling it or using it in gardening projects. Then put it in the general waste for incineration.
**Cotton that we use can also be recycled into cotton at the end of life but due to hygiene and safety regulations, used underwear is not accepted by most recycling partners… Stay tuned, we will keep you posted if anything changes there!
iMPACT IN NUMBERS
95,000,000 kg
of synthetic, non-biodegradable textile waste created in Europe alone per year from underwear
0
worms died in compost when we tested Well Rounded undies (main body) for biodegradability
OUR STORY
…with a frustrated mom who was searching for a ONE-STOP-SHOP for sustainable underwear for her family (because hey let's be honest - it’s the moms who are somehow magically entrusted to buy this kind of stuff for their kids and partners).
The idea of Well Rounded started in geneva in november 2021…
in January 2022, Well Rounded was accepted to circular by design challenge in luxembourg
Over the course of 12 weeks, we have been working hard to transform an idea into a working business project, with the fantastic support from LuxInnovation. Translating values and principles into real partnerships is no mean feat! Well Rounded advanced a lot thanks to the work with a renown mentor Katarina Rimarcikova from London.
In April 2022, Well-Rounded wins the competition as the Best Circular Fashion Startup 2022!
(Yay! The crowds cheer!)
A few other things we’ve been up to since
went through an 8-week training program of GENER8TOR Luxembourg
concluded a 12-week Circular Economy Transition incubator 2023 organized by the Impact Hubs Switzerland
did two production trips to Portugal and secured partnerships with a Greek cotton supplier and a Portuguese garment factory
did 7 rounds of testing prototypes with 12 families, finally arriving the the perfect product that is available to you today
well rounded founder
Katia is a researcher by day who works on the topics of radical reimagining of the fashion system through degrowth lens. She is the writer behind Post Growth Fashion substack. Previously, Katia lived in London, New York, Rome, and, Brussels, before settling in Geneva with her family.
I want to be the change I want to see! I built Well Rounded for my son, for all the children who are unknowingly exposed to severe health risks just by wearing clothes. They do not deserve the mess of a planet (including it’s fashion industry) that we are leaving to them. We should do better - as adults, as parents, as citizens, as humans - or at least try. Well Rounded is my attempt to do my part. Because someone should do it.
Katia Dayan Vladimirova, Well Rounded Founder
well rounded advisors
Ann brings decades of expertise from global marketing agencies and multinationals, to leadership roles inside disruptive, purpose-driven startups. As the former Chief Marketing Officer at Infinited Fiber Company, Ann was responsible for driving global awareness, managing brand strategy, and contributing to demand creation as part of the leadership team. Committed to sustainability, she holds a certification in sustainable business management from the University of Cambridge and dedicates time to coaching and mentoring startups in the circular economy sector through the company she founded in 2022, Shop of Good. Beyond her sustainable business and entrepreneurial endeavors, she cherishes her roles as a mom & dog mom, partner, outdoor adventurer, and do-it-yourself ambassador.
An Entrepreneurial spirit, Giji created and ran a start-up for 10 years in the luxury fashion RaaS sector, with profitable 20% yoy growth. She has worked on Responsible Business Conduct, due diligence, human security, rights, counter-trafficking, sustainability & non-exploitation for 25 years, including in business, e-commerce, RaaS, fashion and textiles industries, the security, SSR and policy sector. She has always worked from a CSR / ESG (environment, social & governance) perspective.
Originally from Australia and based in Geneva, Giji is an example of a true conscious fashionista: she has been carefully curating her wardrobe for over twenty years and has pieces that have been with her since her youth.
Lynsey is an established brand and marketing specialist who has worked with global brands as well as founding zero waste projects and sustainability focused businesses.
She is a mom of two boys who has always shopped second-hand and vintage.
Lynsey says that Well Rounded is the "missing link" for a sustainable wardrobe.
Maria is an international lawyer by training with a wealth of business experience across a variety of industries and countries. She has a strong expertise in reproductive health, having worked for over five years on IVF and biotech firms. Based in Dubai, Maria is a co-founder of a clinic and a co-founder of NeuroFrame, neuroscience-backed health tech startup. She is an advocate for health span and longevity research and practice.
Maria is passionate about dance and an avid runner. She believes that Well Rounded offers a unique value proposition when it comes to people who are trying to “cleanse” their environment to enhance health and wellbeing.
Rachel holds a PhD in archaeology from Cambridge University, which she wrote about production of cloth in 2000 B.C. Today, Rachel is a forensic accountant working for several large consultancies and advising clients whose business had suffered significant challenges, usually in terms of fraud or other economic crimes as well as proactive advisory on how to do business ethically. On the side, she advises several early stage companies on the finance and governance side of their businesses.
Originally from the UK but based now in the mountains of Switzerland, Rachel makes her own clothes and is proactively reducing her own fashion consumption this way.
Contact
info [at] well-rounded.eu
Well Rounded SaRL
CHE 155.018.323
chez Impact Hub
1 rue Rendt
1201 Geneva
Switzerland