Monday, December 13, 2010

Sustainble brassieres

By Fidan Karimova

The fashion industry as a whole is very gung-ho about the green movement, pushing for sustainable products as much as possible. There are t-shirts made out of organic materials, dresses made out of recycled materials, and almost any other type of creative sustainable option one can think of. But have you ever heard of green brassieres?

A famous Italian lingerie company, Intimissimi, has begun an initiative to collect bras, in order to use them in building construction - bra fibers are being mixed with textiles to make soundproof insulating panels. The customers that recycle their bras, along with making good use of their old bras, receive $4 on the purchase of a new bra from Intimissimi. As one proverb goes: use it up, wear it out, make it do, or do without. Intimissimi's novel initiative is helping realize the idea of the proverb in the lingerie industry.