This Week in Green – Dec. 6, 2010
Lingerie Company Puts Sex Appeal in Recycling
Ever feel like getting something off your chest? How about for the sake of the environment?
Women all over Italy did just that as Italian lingerie maker Intimissimi completed a six-week campaign to save the planet, one bra at a time.
Intimissimi’s sexy pitch to save the planet revolved around recycling bras into construction material for soundproofing and insulation. Because bras are made of so many different materials, they are usually hard to recycle.
But for every customer who brought in an old bra to be recycled, the company gave them a credit of 3 Euro toward the purchase of a new bra. Intimissimi said that 40 percent of all sales involved recycling.
Russian model Irina Shayk was the face of the ad campaign and as she said a TV spot, “doing good for the environment is also a matter of style.”
The company is reportedly in development for a greener bra made of fewer synthetics.
Want to get in the act?
Where to recycle your bras * Creative tips on how to reuse your bra * More tips on how to recycle your bra