If I’ll tell you that your bra can be recycled into construction materials would look differently at your lingerie drawer? There’s a lingerie brand out there – Intimissimi – that thought about turning your old bras into something valuable for our society: soundproof building insulation!
Hardly an imaginable liaison before this piece of news, isn’t it? Well Intimissimi is paying every customer who’s buying a new bra, $4 in exchange for their old one. That happens during a six weeks recycling campaign fronted by Irina Shayk. How does turning your bra into insulating material makes you feel? Good? Strange? (via 1, 2)