The Very Good Bra: Redefining Sustainable Lingerie

Overview: The Very Good Bra stands as a pioneering force in the lingerie industry, embodying a commitment to sustainability and ethical practices. Launched in 2018 through crowd-funding, the brand has consistently evolved its anti-waste business model, aligning with principles of slow-fashion and conscious consumerism.

Sustainable Materials: At the heart of The Very Good Bra is a relentless dedication to 100% botanically sourced materials. The brand goes beyond conventional practices by utilizing organic cotton, Tencel, and Liberty Fabric Organic Cotton, carefully selected from global suppliers with impeccable environmental records.

• Organic Cotton: The brand's organic cotton knit, sourced from Turkey and dyed in Melbourne, is GOTS certified, ensuring its journey from farm to final product adheres to the highest organic standards. This fabric is not only supremely comfortable but also suitable for home composting, worm farming, or burial at the end of its life cycle.

• Tencel: The Tencel knit, derived from Lenzing Tencel and processed in Melbourne, undergoes GOTS dyeing. This material is not only eco-friendly but also complements the brand's commitment to sustainability by being compostable, worm-farmable, or suitable for burial.

Eco-Friendly Elastics: In a groundbreaking move, The Very Good Bra utilizes elastic made from natural tree rubber knitted into organic cotton. Developed in Germany, this elastic aligns with the brand's ethos of creating products that can be composted, worm-farmed, or buried at the end of their life. The brand's shift to tree rubber and organic cotton elastic reinforces its commitment to eliminating synthetic materials and reducing environmental impact.

Certifications and Standards: The Very Good Bra's dedication to transparency and authenticity is underscored by its Certified B Corporation status, earned in 2022. This certification reflects the brand's alignment with the highest standards of positive social and environmental impact, placing it among global leaders like Patagonia and Allbirds. Additionally, the brand adheres to rigorous WRAP certifications in its factory operations, ensuring ethical manufacturing practices and fair wages.

Innovative Business Model: The brand's unique business model revolves around pre-sales and crowd-funding, ensuring that production is tailored to customer demand and minimizing overstock. This approach not only funds production but also guarantees customers their desired size while preventing excess waste. The Very Good Bra's commitment to a true slow-fashion cycle is reinforced by its shift from a WRAP-accredited factory in Sri Lanka to a family-owned lingerie factory in Portugal, bringing production closer to EU-based raw material suppliers.

Community and Impact: Beyond fashion, The Very Good Bra actively engages in community initiatives. Collaborations with social enterprises like Avenue Co Working for warehousing and fulfillment provide meaningful work opportunities. Furthermore, the brand's philanthropic efforts, such as donating $1 per order through the i=Change partnership, showcase a commitment to broader social and environmental causes.

In summary, The Very Good Bra redefines lingerie, offering not just products but a sustainable lifestyle choice. The brand's meticulous material selection, adherence to global standards, and innovative business practices make it a beacon of conscious consumerism in the fashion industry. Through transparency, community engagement, and a relentless commitment to sustainability, The Very Good Bra shapes a future where lingerie is not just beautiful but also environmentally and socially responsible.