Would you wear the same pair of underwear for one week?

A Danish startup is challenging everything you’ve ever known about personal hygiene by introducing a pair of underwear that you only need to change once a week.

Once. A. Week.

Organic Basics says that despite popular recommendations, they have designed underwear that stay clean for longer than your usual gotchies. The reason? They are trying to find an environmentally conscious way to cut back on how often we’re doing laundry, says 27-year-old CEO and co-founder Mads Fibiger.

“Our business is sustainable fashion. The traditional way of buying, wearing, washing and throwing away overpriced underwear is a terrible waste of resources. And it is extremely harmful to the environment,” Fibiger told Business Insider.

ALSO SEE: Six big underwear mistakes that can negatively impact your health

So how does it work? The secret ingredient is silver, a microbial metal that is used by various organizations to deter the spread of bacteria. When it comes to Organic Basics, their underwear has a silver coating that kills 99.9 per cent of all bacteria and odour. That’s a statement that carries some weight as NASA has admitted to using silver to purify water for its astronauts.

“It works. You can wear our underwear much longer before washing. You save time and money while we reduce the waste of water and energy,” said Fibiger.

Made from 100 per cent recycled materials, the Silvertech 2.0 is the newest generation in the line that was first launched in 2017. Initially funded through a Kickstarter campaign, Organic Basics was the most crowdfunded fashion campaign in Scandinavia.

“We use mechanically recycled nylon which is extremely sustainable as a textile choice. The nylon’s raw material is made from mechanically recycled nylon developed in Italy from post-industrial waste fiber, yarn from spinning factories, and waste from weaving mills. And we use a seamless knitting technology making the garment comfortable to wear even for longer periods of time,” said Fibiger.

ALSO SEE: These one-piece underwear for men are so popular that they’re making a swimwear version

If you’re into fast fashion, you won’t find it at Organic Basics. When it comes to the current fashion industry, Fibiger has choice words, betting that millennials will shift toward more sustainable fashion.

“We believe that the fashion industry is a dirty b*****d that has not contributed to a better environment. We want to show that it is possible to make great products at a reasonable price with 100 per cent sustainability,” he said.

The Ellen MacArthur Foundation conducted a study that shows by 2050, the textile industry will triple its energy consumption, accounting for 26 per cent of global emissions. Another study from 2015 shows that millennials are willing to pay more for a sustainable brand vs. typical fast fashion, with 73 per cent voting in favour of sustainable fashion — welcomed news for Organic Basics.

A two-pack of SilverTech boxers costs $64 while a pair of thong underwear is $56. Selling more than 200,000 underwear products to roughly 50,000 customers, Organic Basics is conducting their fourth Kickstarter campaign.

Let us know what you think by commenting below and tweeting @YahooStyleCA!
Follow us on Twitter and Instagram.

Check out our brand new podcast, Make It Reign — our hot takes on all things royals in a non-stuffy way — on iTunes and Google Play.