New Delhi, 29 July 2025: Clovia, a leading lingerie and personal care brand, has partnered with textile recycling platform Respun to launch a sustainability initiative titled “BYOB – Bring Your Old Bra.” The campaign seeks to address the often-overlooked challenge of intimate wear disposal by offering consumers a convenient and responsible recycling solution.
Disposing of bras remains difficult due to their complex composition, which includes materials like elastic, foam, and underwire. These items are not easily recyclable and cannot typically be donated, resulting in significant landfill waste. Through the BYOB campaign, Clovia and Respun aim to reduce this impact by enabling consumers to return old bras to Clovia’s retail outlets, where they will be collected and processed responsibly by Respun.
Customers dropping off their used bras will receive an instant ₹200 discount on their next Clovia in-store purchase. The campaign not only promotes circular fashion but also makes sustainability a part of the regular shopping experience.
“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.”
With this collaboration, Clovia and Respun hope to drive awareness around textile recycling and encourage mindful consumption among consumers. The BYOB initiative is a step toward reducing fashion waste while offering shoppers tangible incentives to make sustainable choices.
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