US retailer Nordstrom has started recycling bras in a programme following its recent alliance with the underwear brand Harper Wilde.

Harper Wilde will not only be available on Nordstrom’s website, but also on select Nordstrom stores in New York, Los Angeles, Dallas, Chicago and Tigard, Oregon.

Thanks to the partnership, the aforementioned stores will sell Harper Wilde’s Bra Bins – a part of its efforts to recycle bras.

Notably, any bra (including Harper Wilde ones) can be dropped into the bins, which can then be recycled into new textiles.

While e-commerce continues to grow in this ‘new normal’ world, bricks-and-mortar stores too can’t be overlooked for their ‘touch and feel’ factor – and both Harper Wilde and Nordstrom understand this well.

In this regard, Harper Wilde has said that its association with Nordstrom will help its customers touch and feel the products prior to buying them.

For a renowned retailer like Nordstrom too, the partnership helps bring in fresh brands and stay closely connected with its customers.

Making Harper Wilde products available only in 5 stores initially seems to be Nordstrom’s strategy to generate a sense of scarcity and thereby build more interest amongst consumers.

Currently, Nordstrom runs 100 stores in 32 US states and 3 Canadian provinces.

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