More than 100 lingerie stores collected 24,000 old bras for charity on Christmas Day (25 December). It was the tenth collection this year and in total almost 250,000 bras were donated, reported Fedelin – the federation for independent lingerie retailers and Mode Unie.
The 105 participating lingerie stores collected 1,460 kg of bras – equivalent to approximately 24,000 pieces – in November 2024.
"A great success," Isolde Delanghe, director of Mode Unie, told Belga News Agency. "During this tenth edition, we also saw that customers were very enthusiastic about trading in their old bras to support the charity We Make Hope."
Dual purpose
The campaign had a dual purpose, Fedelin explains. On the one hand, loyal customers were rewarded with a discount voucher in exchange for their old bras; on the other, the participants could give back to society and support women who have less access to quality lingerie.
We Make Hope, formerly called Wereld Missiehulp, supported the campaign and ensured that the unwearable bras were processed sustainably. "The realisation that sustainable entrepreneurship is the future is becoming increasingly clear, also within the lingerie sector," said Delanghe.
