Founder's Note: Earth Day º 2025

Every year, we look forward to our Earth Day Sale.

It’s not easy for a brand like ours to do a big markdown — our margins are lean, and our pieces are crafted slowly and thoughtfully in small batches. But five years ago, we decided to run this sale anyway — not because it made the most business sense, but because we wanted to meet people where they were.

Trying something new — especially something as personal as underwear — isn’t always easy. There are price concerns, doubts, and hesitation. But Earth Day felt like the right time to offer softness at a more accessible place, to invite new friends into what we believe in.

I still remember the very first DM I received after our first Earth Day Sale — a customer who told me she finally decided to try MORI because of the discount. She said she now understood what we meant by “slow-made softness,” and why we cared so deeply about fit, feel, and intention.

She’s still with us today. A returning customer, a familiar name in our inboxes, someone who messages us for every drop — and every bump in the road.

We’re not backed by big budgets or flashy campaigns. We’re still as niche as ever — slow-made bamboo undies aren’t exactly the hottest VC pitch. But what we do have is this small space we’ve built, and a community who gets it — who chooses softness, sustainability, and something a little more intentional.

We’ve gained so much from this little tradition: connection, real feedback, and customers who choose to stay. And that’s why we keep doing it — even if only once or twice a year.

So whether you’re new here, or already a part of our little MORI world — thank you. Thank you for choosing small, choosing soft, and choosing better (again and again).

Happy Earth Day – from us to you. And we are so glad you are here.

Love,
Kim c/o The MORI Club