Why this company wants your old underwear

When Cayla O’Connell Davis launched Knickey, a subscription service for organic cotton underwear last year, she also started a recycling program for customers’ old underwear, allowing them to trade in worn-out undies for a new pair.

After just six months, Knickey has collected thousands of pairs and gained a steady customer base, and Ms. Davis calls it “a successful driver of business.”

But Ms. Davis, who has a master’s in sustainability from Parsons School of Design, also started the program to educate consumers about the impact their clothing choices have on the environment.  

“Brands have a responsibility to not only provide