Nudea is proud to unveil its new sustainable mainline collection featuring new styles, recycled fabrics and 43 bra sizes up to GG. In line with Nudea’s ethos of ‘Buy Less, Care More’, the brand has also launched a Bra Care Kit – an entire laundry care system devoted to prolonging the life of bras and briefs, in line with the brand’s commitment to more responsible fashion and essentials.
Priya Downes, Nudea’s CEO and Co-Founder, explains: “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.”
The Second Skin collection uses high-performance microfibre fabric made from 82% recycled polyester and offers a second skin feel as well as being invisible under clothing. The new Sheer Deco collection features 23% sustainable stretch yarn from recycled consumer waste, offering an invisible finish in super lightweight, geometric jacquard fabric for a glamorous Art Deco-inspired look.
Since launch in 2019, Nudea has been breaking industry norms and supporting bra-wearers from measurement to try on. Now one year on from launch, Nudea is reaping the rewards of responding to the business challenges presented by the COVID-19 pandemic. By disrupting traditional bra fitting through innovation and by modernising the measuring process with custom-designed tools, direct-to-consumer and online-only, Nudea has seen exponential growth with sales of the brand’s custom-designed Fit Tape up 500% since March and post-lockdown growth averaging 80% MoM.
