New Delhi, 28th July 2025: Clovia, India’s premier lingerie, sleep, and personal care brand, 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 is a dilemma few talk about, yet it affects nearly every woman. Most women find themselves at a loss when it comes to discarding old bras, as they cannot be donated and are challenging to recycle. 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. Recognizing this gap, 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 simply carry their old bras and visit the nearest Clovia retail store. Once there, they can drop off the bras for responsible recycling through Respun and instantly redeem a ₹200 discount on their next in-store Clovia purchase. The process has been designed to be seamless, accessible, and to encourage consumers to adopt more sustainable shopping practices without any added inconvenience.
“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 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.
