B Corp-certified underwear brand, Nudea has launched a recycling scheme, ‘Bra-cycle’ to encourage its customers to recycle their old bras as well as to highlight the importance of shopping responsibly. To further highlight the Bra-cycle launch of the recycling scheme, Nudea has created a ‘Bra-cycle’ 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. And, 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 their next purchase as a thank you.

Nudea’s CEO, Priya Downes explains the importance of Bra-cycle for the brand: “From the very beginning, we’ve been committed to operating Nudea as sustainably as possible. 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.”