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Jakarta, 8 March 2021 – Local men's underwear brand, Underwell, is holding a pop-up exhibition as well as showcasing visual installations from 12 - 21 March, 2021 at Suasanakopi, Gandaria, South Jakarta. This installation is a collaboration with Suasanakopi and the natural and eco-friendly fiber brand for textiles, TENCEL™. The installation, entitled "THE ODYSSEY OF CONTINUITY", presents a visualization of the journey and philosophy of Underwell's products which have used environmentally friendly materials made from TENCEL™ branded fibers. This is also in line with Suasanakopi which applies the concept of sustainability to all of its products as well. In this pop-up exhibition, Underwell and TENCEL™ branded fibers showcase the latest product collections as well as installations that describe the natural and sustainable manufacturing process of fibers for textiles.
Starting their journey in 2017, Underwell is a local brand that focuses on the category of underwear for men. To date, Underwell has launched six collections: Pilot, Twotone, Collaboration with Brodo, Marine Life, Continuum & Simplicity. Underwell aims to increase public awareness, especially men, about the importance of choosing the right material and type of underwear that suits your needs. Especially during this pandemic, even though you have to stay at home, your daily activities continue to run and comfort is one of the keys to productivity. Choosing comfortable, durable, and high-quality underwear products can increase flexibility in movement and activities, as well as supporting productivity.
"Comfort is the main aspect for consumers in choosing underwear products. TENCEL™ branded fibers that are applied throughout the Underwell product line are able to provide a cool, comfortable feeling, and are soft on the skin. This fiber is also produced with natural raw materials and is friendly to the environment. We are very excited about the collaboration with Underwell and we hope that this collaboration will inspire local brands to apply the concept of sustainability into their products,” said Mariam Tania, Marketing and Branding Manager, SEA and Oceania, Lenzing Group.
In addition to underwear, Underwell also features a collection of crew neck 'Active Incognito' tops made of TENCEL™ fiber and is available in three-color choices: dark gray, sky blue and beige. During the pop-up exhibition, Underwell provided a bundling package worth IDR 354,450 for three underwear and a special price for 'Active Incognito' tops starting from IDR 295,200.
"Through this pop-up installation and exhibition in collaboration with Suasanakopi and TENCEL™ fibers, we want to encourage consumers to be wiser in choosing fashion products, one of which is by choosing underwear made of natural materials that are comfortable and environmentally friendly. We hope that more and more men will understand the importance of choosing high-quality materials and sustainable clothing,” said Faizal, Co-Founder of Underwell.
In line with the sustainability vision of TENCEL™ fibers and Underwell, Panji Maulana Aditya, Founder of Suasanakopi says, "Since last year, we have started the shift to using more environmentally friendly raw materials for our products, such as releasing products in bottles packaging, using strawless lids, and we plan to launch a collaboration to procure dropbox textile waste at all Suasanakopi stores which will be recycled later. We are very happy to host the pop-up exhibition of 'THE ODYSSEY OF CONTINUITY' from Underwell and TENCEL™ fiber which can further showcase Suasanakopi's commitment to sustainability."
During the pop-up exhibition, visitors can also enjoy the latest special edition menu from Suasanakopi, Vegan Series Coffee.