This Brand Is Bringing Sugarcane-Based Bra Cups to Walmart in the Name of Sustainability

Experts weigh in on how fashion brands can reduce their impact on the environment

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With roughly 11.3 billion tons of textiles headed for the landfill each year, it’s no surprise that Swedish climate activist Greta Thunberg, star of the first-ever edition of Vogue Scandinavia this week, is using the cover to highlight the fashion industry’s waste problem. And while brands like made-to-order jeans company Unspun and resale platforms thredUP and Trove are working to reshape those systems and divert as much as possible from the landfill by reducing waste and popularizing resale, solving what to do with used intimates gets a little more complicated.

Intimates manufacturer Gelmart hopes to solve that problem with Kindly, an underwear brand that aims to offer affordable, comfortable, inclusive and sustainable undergarments to consumers through a partnership with Walmart.



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