As efforts around sustainability continue to make their mark in the world of fashion, intimate apparel brand, Soma, is looking to further its commitment toward sustainability with the expansion of its bra donation program.
For this year’s program, Soma is teaming up with two partners, I Support the Girls and The Bra Recyclers.
“As a brand that is founded, led and designed by women, Soma is committed to sustainability and helping women in need by giving unwanted bras a second chance,” said Kimberly Grabel, SVP of Marketing, Chico’s FAS, Inc.
“We believe that every woman should feel confident and comfortable in her own skin. Partnering with I Support the Girls further showcases our ongoing commitment to this mission. We know some bras are a little more loved and cannot be donated to a second wearer, so we continue our dedication to keep bras out of landfills with The Bra Recyclers.”
Soma’s biannual bra donation and bra recycling program, which encourages customers to donate gently worn or new bras, has been active for more than a decade. So far, the program has helped reduce landfill waste by more than 2 million bras.
The program has expanded to allow bras and monetary donations to be made in Soma stores year-round.
“Every person, regardless of their circumstances, is worthy of honor and respect. We are thrilled to continue our partnership with Soma to allow women who lack access or means to stand tall with dignity by providing them with basic necessities, like a new bra,” said Dana Marlowe, Founder and Executive Director, I Support the Girls.
Soma will collect monetary donations for I Support the Girls at its boutiques, outlets, and website to help girls and women experiencing homelessness, victims of domestic violence and sex trafficking, refugees and evacuees affected by natural disasters.
“Bra-recycling partners like Soma further our goal of extending the life of bras, rather than discarding them into landfills,” said Elaine Birks-Mitchell, founder of The Bra Recycler.
To date, Soma has recycled enough bras to reduce the greenhouse gas emissions impact equivalent to 44.1 tons of waste that would have otherwise ended up in landfills.