Women once burned bras as a bold act of female liberation in the 1960s and 1970s. Today, bras are being burned in support of the Green Movement. Japanese intimates manufacturer Wacoal is leading the charge with a new campaign to turn recycled bras into solid fuel. After a survey revealed that 61% of women hesitate to throw away old underwear or even allow others to see their delicate discards, the company came up with a smart solution to alleviate such insecurities and prevent textile goods from ending up in the landfills. As part of the campaign, the company distributed bags to retail stores to encourage customers to bring in unwanted undergarments. In the span of three months, the company collected 350 bags and around 35,900 items. The impressive figures show that consumers are extremely willing to contribute to the environmental cause (and shed a little bit of waste) as long as resources and facilities are readily available. Wacoal provides a great eco-model for companies and individuals to follow.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.