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June 13, 2022updated 14 Sep 2022 12:08pm

Nudea launches Bra-cycle recycling scheme

Nudea has launched a scheme to encourage its customers to recycle their old bras and highlight the importance of shopping responsibly.

By Hannah Abdulla

Recently B Corp-certified Nudea notes the average British woman owns 20 bras but only regularly wears five with 19m bras ending up in landfills annually, which prompted the launch of the recycling scheme.

Nudea 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.” 

“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, nuts and bolts.”   

B Corp certified in 2022, Nudea’s commitment to sustainability includes the carbon positive brand’s easy-to-use fitting tools to deliver on fit for conscious, responsible shopping, premium fabrics crafted from recycled yarns, a thoughtfully designed selection of styles made in partnership 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. 

In September, Nudea announced its move to a carbon-neutral company. The brand’s 2020 carbon footprint has been collated and offset by BeZero Carbon.

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