B Corp-certified underwear brand, Nudea, has created a recycling program dubbed 'Bra-cycle,' emphasizing the need of purchasing sustainably.

Nudea stated that it wants to "urge its clients to recycle their old bras," pointing out that 19 million bras end up in garbage each year, which is the equivalent of 119 London buses.

A new campaign will promote the debut of the new recycling system and will feature nine influencers with a series of funny postings about alternate applications for old bras, such as resistance bands and a fruit basket.

As a thank you, customers will receive "One in, One out" information from the company on how to recycle their old bras and earn 20% off their next purchase.

Nudea received B Corp certification in 2022 and stated that it will be working with its recycling partner to disassemble the components and recover the fibers and metals used in bra manufacturing. The fabrics might then be used in different ways, such as carpet backing.

Priya Downes, CEO of Nudea, said that from the outset, they've been devoted to managing Nudea as sustainably as possible. They believe in encouraging consumers to purchase less, buy better, and, most importantly, buy bras that fit. However, there is no doubting that underwear is one of the most polluting categories in the fashion business, which is why they decided to address it by creating a recycling program.

Downes added that underwear, unlike many other garment categories, has no secondhand market. When a bra is used and cleaned, it loses its stretch and finally becomes no longer supportive or effective, which is why so many bras end up in landfill.