We've heard of jeans being recycled into building insulation, but bras into soundproof insulation? That's a new one. Italian intimate company Intimissimi has launched a six-week multimedia campaign to encourage women to drop off their used bras at its stores across Italy, Ecouterre reports (via New York Times). For every used bra brought into Intermissimi's store's in Italy, a customer receives three euros ($4) toward the purchase of a new bra.
"There are programs for the scrapping of appliances, but no one thinks about what's involved in the waste management of brassieres," said Sandro Veronesi, president of the Italian lingerie company Calzedonia Group, which owns Intimissimi, in a telephone interview with the New York Times.
Intimissimi is working with Ovat Campagnari, a Veneto-based company that specializes in the disposal of apparel waste, to re-engineer the bra fibers and other textiles to make the soundproof insulating panels.