Clovia launches new bra recycling initiative. ‘BYOB-Bring Your Old Bra’ with Respun

11 August 2025, Mumbai 

A leading Indian brand for lingerie and personal care, Clovia has launched a new bra recycling initiative titled, ‘BYOB – Bring Your Old Bra. ’

Launched in partnership with textile recycling platform, Respun, this program is touted as India's first of its kind, aiming to address the long-standing challenge of disposing of old bras, which often end up in landfills due to their complex mix of materials like elastic, foam, and underwire.

The initiative is designed to be a seamless and rewarding experience for customers. Women can bring their old bras to any Clovia retail store and drop them off for responsible recycling. In exchange for their contribution, customers receive an instant Rs 200 discount on their next in-store Clovia purchase.

Recycling partner, Respun is responsible for the actual processing. They will first remove non-recyclable components like underwires, hooks, and strap rings. The remaining fabrics are then shredded and converted into new fibers and textiles, extending the lifecycle of the garments and reducing their environmental footprint.

This collaboration not only provides a practical and convenient solution for consumers but also encourages sustainable shopping practices by offering a tangible incentive. It's a significant step for Clovia and Respun in promoting circular fashion and raising awareness about textile waste, particularly within the intimate wear category.

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