Over the last few years, I set my heart on creating the world's first zero-waste bra. Having previously started a brand specialising in wire free bras in natural fibres and proper cup sizes, the more I learned about the apparel industry and its wasteful ways, the more I realised there was so much more to do. I spent years sourcing and developing this product to prove it could be done, and that with some effort and forethought up front, we could produce products with their end in sight.
I launched The Very Good Bra on Kickstarter in May 2018 and guess what? Over 700 of you came and bought that bra within 30 days which proved to me that many of you are prepared to buy less buy better, and to shop with your conscience. But everyone wanted MORE zero-waste! And for their men too! So I got to thinking about Christmas and all the waste involved in that.
A short survey which over 700 of you responded to, made me sad about what Christmas has become to so many of us. The statistic - 227,000 miles of wrapping paper will be thrown away this Christmas - resonated with me and our fan base on this project, and so I created his and hers sleepwear in 100% organic cotton, delivered in compostable and recyclable packaging, in time for Christmas.
There are many great eco-brands out there, but we are unique in making our ranges completely waste and toxin free. I am OBSESSED with leaving no post-consumer waste. We use no polyester thread, nylon labels, synthetic elastic or spandex/elasthane - feel free to bury this stuff in the garden after use...
As of February 2019 we are fully stocked in the bra all sizes, although don't leave it too late as we only have small quantities of the less common ones. We have already decided on our next two colours, which we hope to start delivering to you by pre-sale mid-late 2019.
Choosing all natural components, including not just the base fabric, but also the sewing thread, labelling, and accessories, is an expensive option but one that helps me sleep at night, and that I hope will help you sleep well too. I fully understand that the cost of zero post-consumer-waste products can be prohibitive for many, but at present there are so few manufacturers producing the components we need that they remain painfully expensive. Its only by continuing to create a market for these products that we collectively put pressure on textile companies to manufacture more and eventually bring down prices. Over the last two years I have seen this begin to happen. Manufacturers are scrambling to get some 'green credentials' around their materials. We are at a tipping point and your help and support on this journey to keep clothing out of landfill is incredibly important for everyone's future.
Thanks for listening and supporting x
Stephanie Devine - Founder