Nudea launches bra recycling scheme to keep millions out of landfill

Nigel TAYLOR

Опубликовано
10 июн. 2022 г.

With the average British woman owning 20 bras yet only regularly wearing five, it’s little wonder a staggering 19 million bras end up going into landfill every year.

So intimates brand Nudea has launched a recycling scheme, ‘Bra-cycle’, not only to encourage its customers to recycle their old bras but to also highlight the importance of shopping responsibly.

The launch sees Nudea introduce a campaign with the help of nine influencers, “creating awareness about Bra-cycle through a number of humorous posts” themed around alternative uses of old bras such as as a resistance band and a fruit basket.

To further reinforce the message, consumers now purchasing bras from Nudea will receive ‘One in, One out’ information from the brand about how to recycle their old bras from any brand and receive 20% off a following Nudea purchase.

CEO, Priya Downes, said: “We’re all about encouraging people to buy less, buy better and simply put, buy bras that fit. However, there’s no denying the fact that underwear is one of the most polluting categories in the fashion industry, so we wanted to address this by offering a recycling scheme.

“Unlike a lot of other clothing categories, there is no second hand market for underwear. Once a bra has been worn and washed it loses its stretch over time and eventually is no longer supportive or functional and this is why so many bras end up in landfill.

“We’re working with our recycling partner to take apart the components and recycle the fibres and metals used within bra manufacture. The textiles are processed into a densified or pelletised material mixture that can be used for new product applications such as carpet backing and the wires are shredded, baled, and sent for smelting to be used for new products including washers, nut and bolts.” 

B Corp-certified in 2022, Nudea said it works with “responsible suppliers who pay fair living wages, produced in a GOTS and SLCP fully-certified factories and all delivered in recycled and recyclable packaging”.