# Intimate Building Materials Intimissimi Bra Recycling Turns Lingerie into Soundproof Insulation By Katie Cordrey | Published 2010-12-14 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/intimissimi-bra-recycling References: [green.blogs.nytimes](http://green.blogs.nytimes.com/2010/11/22/a-second-life-for-italian-lingerie/) The Intimissimi bra recycling project turns fibers from intimate apparel, old bras and other textiles into insulated [soundproof construction panels](https://www.trendhunter.com/trends/soundbounce). The goal of the Intimissimi promotional initiative is to raise eco-awareness. While Intimissimi bra recycling may not actually save the planet, encouraging women to bring [used bras](https://www.trendhunter.com/trends/bras-up) into Intimissimi stores for a $4 credit toward the purchase of a new bra can’t be bad for business – or the environment. **Implications** - The mass eco-conscious consumer mentality calls for stronger, more creative corporate social responsibility campaigns; however, how does a company find the balance between relation to a cause and to their product? The answer is found within unconventional thought and innovative concepts such as [upcycled lingerie](https://www.trendhunter.com/trends/sparepair-underwear). The days where an organization could simply attach their name to a charity are over, creating more intense competition amongst competing companies to be the most socially responsible in the industry. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 39% | Activity: 32% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Eco-conscious Consumer Mentality:** Disruptive innovation opportunity: Companies can develop more creative and impactful corporate social responsibility campaigns to meet the growing demand for environmentally-friendly products and practices. - **Upcycling:** Disruptive innovation opportunity: Organizations can explore innovative concepts like upcycling lingerie and other textiles to create new and sustainable building materials. - **Intense Competition in Corporate Social Responsibility:** Disruptive innovation opportunity: Businesses can strive to outshine their competitors by being the most socially responsible in their industry through unique and impactful initiatives. ### Who This Affects Most - **Fashion Industry:** Disruptive innovation opportunity: Fashion brands can explore bra recycling and upcycling initiatives to contribute to sustainable practices and reduce waste. - **Construction Industry:** Disruptive innovation opportunity: Construction companies can adopt the use of insulated soundproof construction panels made from recycled textiles, creating sustainable and energy-efficient building solutions. - **Retail Industry:** Disruptive innovation opportunity: Retailers can incentivize customers by offering credits or rewards for bringing in used items, promoting recycling and sustainable consumption. ## Related on Trend Hunter - [Sustainable Shapewear Lines](https://www.trendhunter.com/trends/oceanhug.md) - [Comfortable Stylish Bras](https://www.trendhunter.com/trends/sizeinclusive-bra.md) - [Recycling-Focused Store Concepts](https://www.trendhunter.com/trends/cos-2.md) - [Repurposed Rope Insulators](https://www.trendhunter.com/trends/mammut-loopinsulation.md) - [Biodegradable Undergarments](https://www.trendhunter.com/trends/sparepair-underwear.md) - [Ethical Luxury Shopping Platforms](https://www.trendhunter.com/trends/ethical-luxury-shopping-platform.md) - [Upcycling Body Hair Initiatives](https://www.trendhunter.com/trends/pubes-for-the-planet.md) - [Empowering Menstrual Care Solutions](https://www.trendhunter.com/trends/menstrual-care-solutions.md) - [Creative Laundry Solutions](https://www.trendhunter.com/trends/rewear-chair.md)