Got Wood – see if you can spot the pun there – is the brainchild of environmental entrepreneur Anthony Abis, who came up with the silky-soft bamboo fabric in 2011 and combined it with spandex to make the pants.
But bamboo is far more prevalent than you might think – and its environmental credentials are pretty sound. It is among the world’s fastest-growing plants, capable of growing one metre a day in the right conditions and without pesticides. This means annual harvesting can typically start after four years, with the crop used for clothing, building or even burnt for energy.
The idea is clearly gaining traction – while manufacturers WildHorse Clothing have come up with bamboo pants, Andrex has used it for a new range of eco-toilet paper and others are following suit. The global market is estimated at around $10bn (£6.24bn) today and, according to the superbly named World Bamboo Organisation, it could double in the next five years.