Soma is expanding its bra donation program in recognition of Earth Day.
The Chico’s-owned intimate apparel brand is relaunching the program that has been reducing waste for more than a decade. What started as a grassroots effort in a few local boutiques has grown to become a brand-wide and nationwide initiative.
Since July 2010, Soma has offered a biannual bra donation and recycling program, resulting in over 2 million bras that have been reused or repurposed out of landfills.
The program encourages customers to donate gently worn or new bras to Soma. The brand passes on collected bras to I Support the Girls and The Bra Recyclers.
The number of bras Soma has recycled has a greenhouse gas emissions impact equivalent to 44.1 tons of waste recycled instead of landfilled, according to the company.
Soma also collects monetary donations at its stores and online. The charity helps homeless women as well as victims of domestic violence, victims of sex trafficking, refugees and evacuees affected by natural disasters.
The brand has a donation landing page allowing visitors to read stories about how the donated bras have changed women's lives, how to donate bras and where to find Soma boutiques nationwide.
The expanded scale and scope of the program is a testament to the brand and customer dedication to making a difference for the planet and in women’s lives, says Kimberly Grabel, senior vice president of marketing, Chico’s FAS, Inc.
“We know some bras are a little more loved and cannot be donated to a second wearer, so we continue our dedication to keep bras out of landfills with The Bra Recyclers,” says Grabel.