Underwear brand Nudea presents new sustainable mainline collection

Direct to consumer and online-only underwear brand Nudea has unveiled a new sustainable mainline collection in 43 bra sizes up to GG, as it seeks to help consumers share in its “buy less and care more,” ethos.

Featuring recycled fabrics, the launch of the new collection follows a successful first-year of growth for the brand, which has “disrupted traditional bra-fitting,” with innovative tools for accurate self-measurement at home.

The new Second Skin Collection is made with microfibre fabric comprised of 82% recycled polyester, which “feels like a second skin” and is designed to be supportive and invisible under clothing.

The range includes pieces such as The Go To Bra, which is available in sizes up to FF and The Boss Bra which is available in sizes up to GG. Both have rrps of £45.

The new Sheer Deco Collection meanwhile, features 23% sustainable stretch yarn from recycled consumer waste such as plastic bottles.

In an invisible finish, lightweight, geometric jacquard fabric, the Sheer Deco Collection features an art deco-inspired look and includes items such as The Balconette Bra, The Easy Does It Bralette and The Barely There Thong. 

Nudea Bra Care Kit

The launch follows the release of Nudea's Bra Care Kit, a laundry system to help prolong the life of bras and briefs, last month.

Nudea chief executive and co-fouder Priya Downes said: “From the outset, we’ve been committed to our ethos of ‘buy less and care more’ by not compromising on quality and having sustainable business practices at heart.

“For everyone, it’s never been more important to buy responsibly and consume consciously.  

“We’re supporting our customers by creating comfortable underwear, which is expertly designed to fit better and made with premium quality materials that last longer.  

“And now our range is made from responsibly sourced materials across the board from the new Second Skin collection featuring 82% recycled polyester to the 100% recycled-fibre laundry bags which come with all Nudea bras.”

One year on from launch in 2019, Nudea says it is “reaping the rewards of responding to the business challenges presented by the COVID-19 pandemic during 2020".

By disrupting traditional bra fitting with innovations in the measuring process and direct-to-consumer and online-only, Nudea has seen exponential growth, with sales of its custom-designed Fit Tape up 500% since March and post-lockdown growth averaging 80% month on month, it said.