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sustainability

Plant-based bra cups land at Walmart

Kindly, a new sustainable brand by intimates manufacturer Gelmart, introduced the first-of-its-kind product at Walmart.
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Courtesy of Kindly

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We have plant-based meat, plant-based milk, even plant-based makeup. Now, we have a plant-based bra.

Well, bra cups, to be exact.

Kindly, a new sustainable brand by intimates manufacturer Gelmart, introduced the first-of-its-kind product at Walmart yesterday.

“This new brand is about sustainable solutions at accessible price points,” Gelmart CEO Yossi Nasser told Retail Brew. “We can really make an impact because we're partnering with the largest retailer in the world.”

  • Priced from $11–$14, the line is available in 3,500 stores and online.

Why now? Well, for one, Walmart asked. Three years ago, the big-box retailer challenged Gelmart, a longtime partner, to create a collection of affordable, sustainable intimates. It was the push the consolidated industry needed.

Previously, "there was no incentive,” Nasser said. “That enhances more complacency.”

Another reason: Bras are complex, made from 25+ pieces. “It's not just one or two fabrics, one or two materials, one or two components,” Nasser said. “That's why it's been difficult, the complicated and technical nature of making a bra.”

  • Kindly tried several different materials—from “vertical fiberfill material” to algae foam—before landing on sturdy Brazilian sugarcane, which can “support larger sizes.”
  • It took nearly 30 tries to get the collection ready, yet Kindly knows it has more to do.

Looking ahead: The cup isn’t 100% plant-based yet, but over 80% is a pretty good starting point. Also top of mind? Waterless dyeing...and making all bra parts sustainably, Eve Bastug, Gelmart’s chief product officer, told us.—JG

Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.