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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.

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