Nudea launches ‘bra-cycle’ scheme to encourage shoppers to recycle old underwear


With an estimated 19 million bras going into UK landfill every year, B Corp-certified underwear brand Nudea has launched a new scheme to encourage its customers to recycle their old bras.

The British brand is encouraging people to “buy less, buy better and buy bras that fit.” Working with a recycling partner, its scheme sees bras being taken apart and reprocessed into a densified or pelletised material mixture that can be used for new products such as carpet backing. Meanwhile, the wires are shredded, baled and sent for smelting to be repurposed as washers, nut and bolts. 

CEO Priya Downes comments: “From the very beginning, we’ve been committed to operating Nudea as sustainably as possible. 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.”

To further highlight the launch of its recycling scheme, Nudea has launched a ‘Bra-cycle’ campaign with the help of nine influencers. To further reinforce the message, consumers purchasing Nudea bras will receive information about how to recycle their old bras with 20 per cent off their next new purchase.

B Corp certified in 2022, Nudea’s commitment to sustainability includes easy-to-use fitting tools, premium fabrics crafted from recycled yarns and a thoughtfully designed selection of styles made in partnership with responsible suppliers. The brand’s products are also delivered in recycled and recyclable packaging.