Soma Intimates, a national chain of lingerie stores, is holding a charity initiative to collect new and gently used bras for women in need. "Giving Is Beautiful" takes donations of bras at Soma Intimates boutiques, or via a mail-in option is provided with details at www.soma.com/givebras through Aug. 14.
According to Soma executives, bras are one of the least donated but most needed items by women who are homeless or victims of domestic violence. " It’s such a small and easy thing to donate, but it truly makes a big difference to women who are experiencing financial or emotional hardship," a company release read.
The donated bras will go to local women’s shelters and other charitable organizations. Soma also uses this initiative to help women who have lost personal items in the wake of destruction from natural disasters. Any non-wearable donations are sent to The Bra Recyclers, a textile recycling organization that ensures no bra ends up in a landfill.
First launched in July 2010, this marks the third bra donation initiative for Soma Intimates. To-date the retailer has collected more than 68,000 bras to help women in need across the country. The goal is to collect 150,000 bras by next year.
You can also enter the “Bra Guessing Contest” to guess how many bras will be collected this season to win a $500 gift card!