Plastic to Plants: Creating Intimate Necessities Better for Your Body, Better for the Planet, Gabrielle Rooney, CUFT

What's Really in Your Underwear? Meet the Mother-Daughter Team Behind CUFT

How a safari in Africa inspired Gabrielle Rooney and her mother to rethink women's underwear, challenge conventional fabrics, and build a business that's better for women and the planet.

When was the last time you thought about what your underwear was actually made of?

Not the color, the cut, or whether it would show through your favorite leggings. I'm talking about the actual fabric sitting against some of the most sensitive skin on your body.

From African Safari to Sustainable Startup

CUFT, which stands for Compostable Underwear for Today, began with an unexpected discovery during a trip to Africa.

Gabrielle Rooney's mother and co-founder, Elizabeth Mozilo, had packed disposable underwear for a safari. When she attempted to discard it, the staff explained that the materials could harm the surrounding environment.

That warning sparked a much bigger question.

As Gabrielle recalled, her mother wondered, "If it's harming the environment, what is it doing to my skin and my most intimate sensitive skin?"

Elizabeth returned home convinced they needed to create plastic-free underwear.

Gabrielle wasn't immediately sold.

"What are you talking about? I don't know what this even means. Why is it a problem?" she remembered asking.

But once she started researching the synthetic fibers and materials commonly used in underwear, her entrepreneurial instincts took over.

She became obsessed with solving a problem most consumers had never considered.

The Entrepreneur Who Doesn't Like Following Rules

Gabrielle was already an experienced entrepreneur before CUFT entered the picture.

After graduating from Boston College and briefly working in corporate events in New York City, she was laid off during the pandemic. That unexpected career disruption helped launch her into the beverage industry, where she created Damnright Cocktails, a canned margarita brand, and later became involved with All Things Agave.

Her entrepreneurial philosophy is refreshingly straightforward.

"I love that's my favorite part about creating businesses is actually the initial stages and building something from nothing," she explained.

She also discovered something important during her corporate career: she wasn't particularly interested in following someone else's rules.

That independent spirit helped her tackle an entirely different industry, one where the product development challenges would prove far more complicated than she initially imagined.

Underwear Made From Trees? Yes, Really.

At the heart of CUFT is TENCEL™, a plant-derived fiber made from wood pulp.

Unlike conventional underwear that frequently incorporates polyester, elastane, and other synthetic materials, CUFT uses TENCEL to create lightweight, breathable underwear without traditional plastic-based stretch fibers.

Gabrielle explained that TENCEL is produced through a closed-loop process that recovers and reuses manufacturing solvents, helping reduce waste.

She is particularly enthusiastic about its moisture-management properties.

"It is naturally odor reducing, which is really, really amazing," she said.

Gabrielle believes the fabric offers a comfortable alternative for women concerned about moisture, odor, and sensitive skin. She is also careful to point out that she isn't a medical doctor and that women experiencing intimate health concerns should consult their healthcare providers.

For me, the first surprise was how incredibly soft the underwear felt.

The sample Gabrielle sent arrived in a charming little tube, accompanied by a plantable seed card. The underwear itself was lightweight, silky, and available in a neutral shade that works beautifully under clothing.

It was immediately clear that CUFT wasn't sacrificing comfort or thoughtful design in pursuit of sustainability.

Twenty Versions of a Better Pair of Underwear

Developing a product without conventional synthetic materials isn't easy.

Gabrielle explained that finding the right fabric, creating a flattering fit, and designing a waistband without traditional elastic required considerable experimentation.

The sample I held during our interview was approximately the twentieth iteration of the design.

"We're still perfecting it," she admitted, explaining that customer feedback continues to shape product improvements.

One of the company's distinctive features is its biodegradable waistband, which replaces conventional elastic.

The goal is an entire garment designed to break down at the end of its useful life rather than remain in a landfill indefinitely.

CUFT has also moved its production to Los Angeles, an important milestone for the founders and their commitment to more closely managed manufacturing.

Building a Business With Mom

Starting a business is challenging enough. Starting one with your mother introduces an entirely different set of dynamics.

Gabrielle initially resisted the idea.

"I thought that this was gonna be just like a fun hobby for me and my mom," she admitted.

Instead, CUFT became a serious business with ambitious growth plans.

The secret to keeping their relationship intact? Boundaries, organization, and surprisingly formal agreements.

"Always have a contract in place," Gabrielle advised. "Even though she's my mother, we still have a contract."

The two founders have established clear responsibilities, written plans, and a shared long-term vision.

Elizabeth also provided the company's initial funding as its angel investor. Gabrielle hopes to eventually raise additional capital to expand the brand and pursue a major acquisition.

And the family involvement doesn't stop with mother and daughter. Gabrielle's siblings have also become part of the growing enterprise.

The Customer They Didn't Expect

One of my favorite moments in our conversation came when Gabrielle explained how CUFT discovered its actual customer.

When the company launched, Gabrielle assumed the brand would resonate most strongly with millennial women like herself.

The initial marketing strategy reflected that assumption, with a heavy emphasis on TikTok and younger consumers.

But the data told a different story.

Their strongest early customer demographic turned out to be women around 50.

That revelation prompted the company to rethink its messaging, advertising, and audience targeting.

Rather than leading exclusively with compostability, CUFT began emphasizing benefits customers could immediately understand: plant-based materials, comfort, and the absence of conventional synthetic fibers.

As Gabrielle explained, "For us, it's about relating to customers in a way that they're able to understand it initially."

As a woman in my 50s who discovered CUFT through Instagram, I couldn't help laughing. Apparently, I was exactly the customer they were looking for.

Giving Back Is Part of the Business Model

For Gabrielle and Elizabeth, creating a better product was never the entire mission.

Growing up in Los Angeles, Gabrielle participated in charitable activities with her family, including work supporting women's shelters and local schools.

Those experiences influenced CUFT's commitment to giving back.

For every three pairs of underwear sold, the company donates one pair to a woman in need.

The founders have supported local organizations, young people transitioning out of foster care, and communities affected by Los Angeles wildfires.

Gabrielle emphasized that underwear and socks are among the most requested essentials at many charitable organizations.

"We didn't want to just build a business just to build a business," she said.

The company's giving program reflects a simple but powerful belief: access to comfortable, clean underwear shouldn't be a luxury.

A Small Garment With a Bigger Purpose

What I enjoyed most about talking with Gabrielle was her enthusiasm for solving a problem that most people barely think about.

She has combined entrepreneurial ambition, her mother's commitment to women's well-being, and a willingness to challenge established manufacturing practices.

And she's doing it with humor, honesty, and an understanding that building a sustainable brand requires more than good intentions.

It requires a product people genuinely want to wear.

CUFT is proof that innovation doesn't always begin with a complicated new technology. Sometimes it begins with a very ordinary item and one surprisingly important question.

Could we make this better?

Listen to my conversation with Gabrielle Rooney on The Wild Party Podcast to discover more about CUFT's journey, the realities of working with family, and why sustainable innovation can start with something as simple as your underwear.

Explore CUFT at wearcuft.com and use the special listener code WILD for 15% off.