Clovia has partnered with textile recycling platform Respun to launch “BYOB – Bring Your Old Bra,” a first-of-its-kind initiative in India to recycle used bras. The program offers women a sustainable disposal option and a Rs 200 discount on their next Clovia purchase.
BYOB campaign (Source: respunindia.com)
Clovia, a fashion, lingerie, and personal care brand for urban millennial women, has partnered with India's textile recycling platform, Respun, to introduce a one-of-a-kind bra recycling program. The initiative, titled “BYOB - Bring Your Old Bra,” aims to provide consumers with a responsible, convenient, and rewarding solution for disposing of old bras.
Disposing of an old bra can be a challenge for many women, yet it’s not often discussed. Most bras can't be donated or easily recycled because of their materials like elastic and underwire. This results in millions of bras ending up in landfills and contributes to fashion waste. Clovia and Respun seek to provide an easy method for women to recycle their old bras and contribute to protecting the planet.
As part of the BYOB campaign, customers can visit any Clovia retail store and drop off their used bras for responsible recycling through Respun. In return, they receive an instant Rs 200 discount on their next in-store Clovia purchase.
This initiative aims to make sustainable shopping practices more accessible and convenient for consumers while contributing to the larger effort of diverting textile waste from landfills.
“We’re proud to roll out the BYOB initiative in partnership with Respun. At Clovia, we’re always seeking thoughtful ways to simplify everyday decisions for our customers. Disposing of old bras has long been an overlooked challenge. With this program, we’re not only offering a responsible solution but also creating an easy, value-driven way for women to refresh their wardrobe with purpose and ease,” said Neha Kant, Founder, Clovia.
Archish Kansal, Founder, Respun, added, “Our goal has always been to extend the lifecycle of garments and reduce their environmental footprint. By partnering with Clovia, we are addressing a significant gap in textile recycling, particularly for intimate wear, and making sustainability more accessible and actionable for consumers.”
By offering an incentive for responsible disposal, Clovia and Respun hope to normalise conversations around intimate wear recycling and drive awareness around eco-conscious fashion choices.
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