What is CEDR?
The search for premium natural underwear and why I built it myself.
As the founder of CEDR, I wanted premium underwear made from natural fibers. Not performance gear that looked technical. Not basic cotton that felt cheap. Something that looked beautiful, fit perfectly, and wasn't made from plastic.
I couldn't find it.
Everything on the market was either cheap and synthetic, or labeled premium but still blended with polyester. The few brands using natural fibers had poor cuts, boring designs, or looked like something your grandfather would wear.
I wanted underwear that felt as good as it looked. That performed without compromising on aesthetics. That used 100% natural materials without sacrificing style.
So I built it.
I source my merino wool from RWS certified farms in Australia, the gold standard for animal welfare and traceability. My organic cotton comes from Western Europe where it carries GOTS certification. I partner with European flax linen suppliers using the same standards. And for silk, I work with certified mulberry producers in China, where silk-making has been perfected over thousands of years and still produces the purest, most durable fiber available.
But sourcing is just the beginning. I work with expert artisans who dye our fabrics using low-impact processes, no harsh chemicals that could touch your skin. Every piece is then cut and sewn by artisans who understand that fit isn't luck; it's precision. The result is certified OEKO-TEX Standard 100, Class 1 - the strictest category possible, safe enough for babies. That's the standard I hold every single pair to.
I developed CEDR here in Switzerland, where I designed every model and managed every detail from concept to production. I worked on cuts and construction until every detail felt right. Materials that perform. Fits that work. Designs that look clean and modern.
Natural fibers are more expensive. They require careful sourcing, expert manufacturing, and hand-finished details. But I refused to compromise.
Because you spend 16 hours a day in underwear. It's closer to your body than anything else you wear. It should be something you trust completely, and something that looks good doing it.
CEDR is a commitment to quality, fit, and design. 100% natural fabrics. Nothing else.
Our Vision
As the brand grows, the goal is to plant cedar trees across the world. One milestone at a time.
Cedar trees are ancient, resilient, and naturally resistant to decay. They purify the air and create ecosystems that last for generations.
I chose the name CEDR because it represents what I believe: products should be built to last, made from nature, and give back more than they take.
Because if we're going back to natural materials, we should give back to nature too.
Gabriel | Founder of CEDR