Monday, January 24, 2011

Soma seeks bras for charity

bra is one of the least donated but most needed items for women who are homeless or victims of domestic violence. Here to lend a “helping heart” is Soma Intimates, an intimate and lifestyle apparel retailer with 128 boutiques nationwide and an online site at From January 24th – February 14th, the retailer will host a bra drive, collecting new and gently used bras at Soma Intimates boutiques nationwide.

Once donated, here’s what happens:

· Gently used bras will be sent to local women’s shelters and breast cancer support groups in each region.

· New bras will be donated to Dress for Success, an international non-profit organization that promotes the economic independence of disadvantaged women.

· And, to ensure that no bra ends up in a landfill, non-wearable donations will be sent to The Bra Recyclers, a textile recycling organization.

First launched in July 2010, Soma Intimates’ initial drive collected over 28,000 bras, more than doubling the company’s goal. Based on this success, Soma Intimates decided to continue the charitable initiative twice a year as a way to help women across the country. The bra drive offers an opportunity for women to clean out their lingerie drawers at the start of the new year and to give back to their local communities at the same time.

More information can be found at

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