Clovia has partnered with textile recycling platform, Respun, to launch a one-of-a-kind 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 is a dilemma few talk about, yet it affects nearly every woman. The materials that contribute to the production of a bra – elastic, foam, and underwire are not easily disposed of. This results in millions of bras ending up in landfills and adds to the growing fashion waste crisis. To tackle this crisis, Clovia and Respun are offering a simple way for women to recycle their old bras while giving back to the planet.
As part of the BYOB campaign, customers can visit the nearest Clovia store and simply drop off their old bras for responsible recycling through Respun. By doing this, they can instantly redeem a Rs 200 discount on their next in-store Clovia purchase. The process is seamless and designed to be to encourage consumers to adopt more sustainable shopping practices without any added inconvenience.
“At Clovia, we’re always seeking thoughtful ways to simplify everyday decisions for our customers. 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.”
By integrating recycling directly into the consumer shopping experience, Clovia and Respun are not only addressing a long-overlooked aspect of intimate wear waste but also paving the way for more inclusive and sustainable fashion choices.
