First-Of-Its-Kind Plant-Based Bra Cup Obtained From Sugarcane That Is Accessible And Sustainable


First-Of-Its-Kind Plant-Based Bra Cup Obtained From Sugarcane That Is Accessible And Sustainable

A new line of sustainable intimates launches currently introducing the first-ever plant-based bra cup sourced from Brazilian sugarcane. Offered exclusively at Walmart kindly is on a mission to make sustainability accessible to everyone. Its product line features a wide range of sustainable bras and underwear made from recycled materials, and a promise to never make consumers choose between function, planet, or price. The line will be sold across 3,300 Walmart retail stores and online at Walmart.


“Real sustainability does not exist without accessibility. When selecting a retail partner, Walmart was a no-brainer for us. We’re thrilled to bring the world’s first plant-based bra cup to market, and humbled by the opportunity to speak to Walmart’s wide and diverse audience,” says Yossi Nasser, CEO. “It’s important to us that kindly is known not only for quality products, but more for creating a movement towards a more eco-friendly and attainable lifestyle for all.”


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“In my 40 plus years working in the industry, this was the most challenging project I’ve worked on – and it certainly feels the most rewarding, ” says Eve Bastug, Chief Product Officer. “It took us three years to work towards a cup that is over 80% plant-based. There is still work to be done but our team is taking the steps to create a more sustainable future with beautifully crafted products that people can feel good about wearing.”


This will be launching with two styles of bras (available in sizes 34A-40DD), three styles of bralettes (available in sizes S-3XL), as well as thongs, hipsters, and boy shorts (available in sizes XS-3XL) in both seamless and micro fabrication. The line will retail between $11-$14 USD.


“At Walmart, we constantly look for opportunities to develop products with a commitment toward sustainability,” said Denise Incandela, Executive Vice President, Apparel and Private Brands, Walmart U.S. “Our goal was to develop an exclusive bra that is made with the planet in mind, and Gelmart worked tirelessly to engineer a game-changing innovation for the intimates category that provides our customers a ground breaking bra cup made from sugarcane.”


It’s one of the biggest evolutions towards modernized and futuristic clothing, a blend of recycled nylon, spandex, elastic and sugarcane to create revolutionary products. This collection has been in development for more than three years, having undergone close to 30 iterations of trials, testing molding and wear tests.  


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