New York, NY (September 25, 2025) –– Today marks the official launch of EDN, a new-generation wellness wear brand redefining the most intimate layer we wear with a radical commitment to being 100% plastic-free. Launching with men’s undergarments, EDN develops ultra-clean clothing free from toxic synthetics, endocrine disruptors, and microplastics—designed for people who care about what goes in, and on, their bodies.
Co-founded by Matthew Domescek, a strategist with over a decade in luxury fashion and beauty (Thom Browne, Augustinus Bader, VISIONAIRE), and Mac Boucher, a creative pioneer whose work spans film, music, gaming, and technology, EDN merges cultural fluency with material science to build apparel that protects health while elevating craftsmanship.
Every product follows EDN’s science-first framework, built on three pillars:
With plastic production projected to double in the next 20 years—nearly a third of which will come from textiles—EDN believes the apparel industry must move away from plastics and embrace ingredient transparency. Just as consumers now demand to know what goes into their food and skincare, EDN challenges us to expect the same from clothing: a future where what we wear is as clean, safe, and accountable as what we put in and on our bodies.
Launched in response to the overlooked link between clothing and human health—particularly male reproductive wellness—EDN positions itself at the forefront of the next generation of wellness wear. From farm to closet, EDN rejects industry greenwashing and sparks overdue conversations on toxicity, modern wellness, and masculinity. The result: apparel that is honest, clean, and proudly anti-plastic.
Launching with underwear, EDN merges wellness and luxury craftsmanship to redefine the most intimate layer we wear. For its September debut, EDN introduces the GENESIS collection, crafted from 100% organic, fully traceable cotton. The line begins with three men’s undergarments—the Genesis Boxer Shorts, Genesis Brief, and Genesis Boxer Brief—available in three colorways: Clay, Shale, and Cinder, priced at $38.
EDN will be available beginning September 25 at ednclothing.com and on Instagram at @wear.edn
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EDN is a new-generation wellness wear apparel brand creating ultra-clean, anti-plastic garments free from toxic synthetics, endocrine disruptors, and microplastics. With radical transparency and traceability at its core, EDN rethinks what we wear closest to our bodies by exposing the hidden risks of conventional textiles and offering clean, trusted alternatives.
Launching with underwear and with ambitions to provide health-enabling swaps for everyday apparel, EDN’s mission is to become the go-to daily wear for those who prioritize wellness. Co-founded by fashion strategist Matthew Domescek and multi-industry creative pioneer Mac Boucher, EDN merges cultural fluency with material science to challenge greenwashing and spark overdue conversations about toxicity, wellness, and the future of apparel.
