Intimissimi. From Luxury Bras to Cosy Homes.

November 23rd, 2010

Italian luxury lingerie brand Intimissimi has kicked off a unique recycling project: used bras collected at Intimisimi shops will be collected and used to insulate and soundproof buildings across Italy.

Russian model Irina Shayk is heading up an ad campaign that urges women to bring in their used bras to Intimissimi to “help save the planet.”

Irina Shayk

Irina Shayk Models for Intimissimi

For every bra collected, the donator will receive €3 toward a new luxury bra. Bras are not that easy to recycle because they’re made of several different materials. But a company called Ovat Campagnari thinks it has the solution. The bras are mixed with other textiles to make soundproof insulating panels, and are used to make cosier and quieter homes across the country.

Since the scheme began in October, 30 to 40% of all bras sold in Intimissimi stores have involved the trade-in- a pretty impressive figure. Eco friendly lingerie shopping? Absolutely! It gets the thumbs up from us.

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