The superior sustainability qualities of the centuries-old hemp fabric have been known by environmentalists and hippies for decades, but it has taken pro-cannabis legalisation and the backing of science to de-stigmatise the benefits and uses of this plant. Learning of the eco-friendly properties of hemp fibre and betting that it would gain mainstream acceptance, US-based sustainable underwear brand WAMA made hemp central to its value proposition. This has proven a wise business decision indeed. From building and construction materials to food and cosmetics, the wonder plant touted as “the world’s most sustainable” is found in many modern products, getting the recognition it deserves and putting WAMA in good stead. WAMA is the pioneer in hemp underwear, producing a range of classic styles for both men and women. The label sources its Global Organic Textile Standards certified organic hemp fabric from China, the world leader in hemp farming and textile production. Similar to bamboo, hemp requires no pesticides, herbicides or fungicides to grow well and grow quickly; the plant even improves soil health rather than depleting it. Considered a niche crop, hemp is mostly grown on famil...