French-based eco-lingerie company G98 was founded about 10 years ago by Sophie Young. She had always been somewhat eco-conscious, but it wasn't until her son exhibited many allergies that she began to think of the impact of everyday items like clothing on the environment and on people. Today, G98 creates lingerie and clothing out of recycled white pine fibers, collected after the trees are pruned. The whole of G98 is based around the "reduce, reuse, recycle" mantra, with the clothing designed to be sturdy and long-lasting, made of recycled materials, and shipped in reclaimed cardboard boxes collected by Young herself.