Clovia, one of India’s leading brands for lingerie, sleepwear and personal care, has collaborated with textile recycling platform Respun to introduce an initiative called BYOB – Bring Your Old Bra. The initiative aims to enable women to dispose of old bras responsibly through a quick, eco-friendly and incentivised recycling process.
With the BYOB initiative, women can drop off their used bras at any Clovia store, where they will be picked up for ethical recycling via Respun. As a thank-you, customers are given an immediate Rs. 200 (US $ 2.30) discount on their subsequent Clovia in-store purchase. The system has been deliberately made simple, convenient and reward-based to motivate more women towards environmentally conscious shopping behaviour.
Speaking on the initiative, Clovia Founder Neha Kant said that the BYOB program is their solution to a real, everyday problem that women encounter. Joining forces with Respun enables them to provide a utility-driven solution that is in sync with their mission to craft considerate, purposeful experiences for our customers.
Respun Founder Archish Kansal added that they’re committed to extending the life of garments and minimising their environmental impact. This partnership with Clovia allows them to address an underserved area of textile recycling—intimate wear—and bring meaningful sustainability into consumers’ hands.
