A new campaign by Italian lingerie brand Intimissimi is championing the padded bra. Surprisingly, the lingerie store's interest is in the ecological value of the bras rather than the aesthetic one.
The shapely undergarments will soon be padding walls instead of chests thanks to Intimissimi's new plan to recycle bras into construction material. Fibers from the used bra padding will be turned into insulation and soundproof panels. The company wants to provide a service for recycling bras, garments that are usually difficult to repurpose because they are made of so many different types of material.
For every old bra that a customer brings into an Intimissimi store, they will receive 3 Euro towards the purchase of a new bra. So far, the underwear trade-in scheme seems to be working. Since the program launched on October 18, 30-40% of all sales have involved the bra-recycling bonus. The company is also in the early stages of creating a greener bra- one made from less synthetic materials.
It remains to be seen if the creative campaign to save the planet one bra at a time will be cost-effective, but there is still time from you to save money on a new Italian bra by participating in Intimissimi stores.
The question is- do you believe that trading in your underwear can help save the planet?
