Sustainable Style Spotlight: Bon + Berg

Tell us about you and your business
Hi, I’m Siobhán, an Irish Canadian with a love for high-quality minimalist fashion and all things nature! My path to Bon + Berg was definitely not a direct one. At university, I first studied mechanical engineering and then completed a PhD in regenerative medicine. My aim was to pursue an academic career, but somehow my path eventually led me to my true passion.

After several years of working in research, it became clear to me I wanted something different. I’ve always been a creative and hands-on person, so starting my own business was the perfect fit. Looking back now it sort of makes sense, but at the time, the idea of starting an underwear brand was completely out of the blue.

Underwear is something I’ve always struggled to be satisfied with, bras in particular. For me, they were always too bulky and uncomfortable. Even sports bras were too thick and unflattering and weren’t always suitable for everyday wear. But, I was not quite ready to ditch bras entirely, so I thought, why not design my own!?

With Bon + Berg, my aim is to make bras feel more like a second skin, rather than a ‘boob prison’ and to create underwear that is so soft and comfortable, it feels like it’s barely there. To be honest, sometimes designing lingerie feels a bit like engineering!

When I first came up with the idea for Bon + Berg, I had recently relocated to the Austrian Alps. I love nature and the outdoors but through my previous work as a freelance science writer, it was heartbreakingly clear that my favourite playground may not be there forever. I have become vividly aware of the climate crisis and the impacts our everyday habits are having on the environment. In the mountains, you can see this first hand – from shorter winters to receding glaciers and increasingly unpredictable weather.

The brand felt like an opportunity to both create something special and spread the word about the importance of climate change action and particularly, the impacts of fast fashion. From that perspective, sustainability was never take-it-or-leave-it. Bon + Berg would have to adhere to the most sustainable and ethical practices possible. And if we could do that while also creating soft and comfy bras and panties that look and feel amazing, then it would be a win-win.

When I first started researching the fabrics and processes used in the fashion industry, I soon discovered that the talk of change taking place in the media was mostly greenwashing. The clothing manufacturing industry is far from sustainable, and we still have a long way to go.

It took a long time to find the right partners who could meet my requirements in terms of sustainability. Plus, I was faced with the extra challenge of finding a production partner with expertise in lingerie. But eventually, things came together, and I was thrilled to launch Bon + Berg in early 2021!

What is your mission?
To create the softest bras and panties, more ethically and sustainably, for every body.

Beyond that, I want to spread the message that all of our individual actions count. Even the small ones. If we want to build a better world and slow climate change to ensure a safe and inhabitable planet for future generations, we need to work together and make better choices. That includes everything from the clothing we buy to the food we eat to the companies we support.

At Bon + Berg, we prioritise transparency and sustainability. Our aim is not to make people feel guilty about their past choices. Instead, we hope to inspire positive change by providing helpful information and creating lingerie that is high quality and ethically made.

Did you always want to work in fashion?
No, never actually! I always thought I was never stylish enough to work in fashion. As a teenager, I did work briefly as a retail assistant in Debenhams, and then in Oasis, but I always felt a little out of place. My style is pretty relaxed. Rather than keeping up with the latest trends, I am more about comfort and unique individual pieces. I’ve never been into highstreet shopping.

It was never really on my radar to seek a career in fashion. That is until I discovered fashion can be so much more than highstreet and can be used to try to make a difference. So, I guess you could say that fashion eventually found me.

What kind of items do you stock?
Bras and panties made from TENCEL™ Modal, an incredibly soft fabric made from beech trees that is supportive, breathable, and kind to your skin. Our styles are comfortable and minimal with the aim of offering support with a barely there feel.

What new brands or items are on your radar?
Although they’ve been around for quite some time, I recently discovered Nudie jeans and I’m obsessed. Seriously, they’re so comfortable and they look amazing. I also recently came across Kahm Sustainable Swimwear and I’m keen to try out one of their swimsuits – although I’m not sure I’ll be testing one out in the Irish Sea!

Was money/funding a concern when starting out?
Definitely! The biggest roadblock to starting the brand, apart from the manufacturing side of things, was the money. The business is entirely self-funded, so starting out with minimal cash required a lot of creativity and DIY. But I love learning new things, and enjoyed the challenge of building a website, creative budgeting, and figuring out a marketing strategy.

In the beginning, I relied on kind volunteers who helped with various aspects of the business I couldn’t do all by myself, like photography and certain marketing tasks. For our first photoshoot, I was fortunate enough to have friends who were willing to model in their knickers. It was tough asking for help because I’m used to doing everything by myself, but I’m slowly getting better at it! And while it may sound like a one-woman show, I am truly grateful for all the supportive people in my life who believe in me and the brand. And, who have been generous enough to lend me their time and expertise.

Best business advice you’ve gotten
I’m not entirely sure where I heard it first, but several more experienced (and much wiser!) entrepreneurs have told me: Just keep going. It can take years to build a business so keep striving, keep putting the time and money in. Don’t give up. This can be applied anywhere in your business from seeking funding to building brand awareness to making your first sale. Although I will admit that I am quite stubborn and determined, without hearing that advice repeatedly over the past few years, self-doubt may have gotten the better of me, and Bon + Berg may not have made it out of the starting blocks.

Favourite sustainable style accounts to follow online
I am by no means a fashionista and I have a fairly casual style, but I do love getting a bit of sustainable style inspiration on Instagram. One of my favourite accounts to follow is Aja Barber. She is one cool lady and, apart from her fun funky style, I love reading her unapologetic views on topics spanning feminism, ethical consumerism, and sustainable fashion. I’m also a big fan of the Useless Project.

Best fashion purchase
In my early twenties, I stumbled on a gorgeous leather jacket in a small vintage boutique in Brussels, Belgium. It was love at first sight and the perfect fit. While slightly above my limited student budget at the time, I knew it was meant to be so I bought it with no regrets. I still have that jacket 15 years later, although it’s a little snugger than it used to be!

Other sustainable Irish brands you love
I love the bold prints and powerful messages of Jill & Gill. For high-quality minimal pieces, Theo + George. For soaps and other stuff, I’m a huge fan of Palm Free Irish Soap and Literary Lip balms. Apart from those, I love shopping at farmer’s markets and finding unique Irish products in places like the Irish Design Shop.

Most useful learning since setting up a business
Everything will take twice as long (or, maybe even five times as long!) as you think. It’s best to build in some padding, be flexible, and take things as they come.

Proudest moment so far
Clicking publish on the website for the first time was definitely a proud moment. But equally, every time we get a positive review, I feel incredibly proud and very happy. It’s what keeps me going.

I want my brand to be remembered for… soft and comfortable lingerie, promoting natural beauty, and doing something good for the planet.

If I could dress anyone it would be… Kate Winslet. She is incredibly inspiring through both her roles as strong female characters and her activism which she uses to promote body positivity, female empowerment, and a healthier attitude towards body image. She is also passionate about environmental causes and actively supports the World Forest Organisation.

Bon + Berg bras start from €35, bottoms start from €16. Imagery via Bon + Berg.