Save Lives with ButtWrap Underwear

So here's a concept you don't hear every day.

Three friends and former colleagues (this isn't them in the picture) used to work in the fashion industry as product managers, buyers and designers: Pinar (35) and Wolfgang (31) are from Berlin, while Joan (29) is from Barcelona. After traveling the globe they've decided to dedicate themselves to helping those in need, and they're doing it by launching an underwear line.

Their fundraising website explains: "We want to prove that an appealing, fair traded quality product made in the western hemisphere and a meaningful, charitable and transparent cause are not mutually exclusive, but go together very well - merging passion for gorgeous products with the drive to connect, share and have a positive impact. We are using our background and abilities to bring a beautiful and honest product to life that knows no compromises in regards to appeal, quality and social responsibility."

They call the brand "ButtWrap."

The group has picked their first project, which is to build a new home and classroom for 50 orphans in Cambodia and to "continuously support them from 2012 on." They pooled their resources to produce samples, got some sexy models (pictured here) to volunteer for the photo shoot and promo video, and now they're trying to raise $50,000 on IndieGoGo. The underwear will cost 25 Euro, which includes shipping, and they promise that 50% of the profits will go to their social projects while the other 50% will go to keeping the business afloat.

Will it work? Crazier things have happened before.

The video below conveys the concept. If you feel moved to help, visit IndieGoGo and donate. So far they've raised $2,632 and have less than a month to collect the rest of the funds. Perhaps the great gay network can help. Check it out and decide for yourself.

Save a butt with your butt! from buttwrapberlin on Vimeo.