LONDON – British B Corp-certified underwear brand Nudea has launched a recycling scheme to encourage its customers to recycle their old bras.
Called 'Bra-cycle', it enables customers to send in old bras of any brand and condition in exchange for 20 per cent discount off a new Nudea bra.
Nudea says that the average woman in the UK owns 20 bras, but only wears the same five on repeat - with the rest eventually going to landfill.
