So you’re down at the butchers buying a steak or two, a few sausages, then you whip off your bra and pop them inside. It’s gotta be worth a discount?
That’s how adaptive reuse can be economically viable. Yes (or No!), it’s the bra that can be adaptively reused as a shopping bag, known unsurprisingly as the â€œNo! Shopping Bag Braâ€ (NO! reji-bukuro bra). This environment friendly lingerie is designed to promote the reduction of plastic bag consumption. (from Triumph International Japan via Pink Tentacle)
When they tried to reduce plastic bag use in Australia the occasional International Klein Blue bag was as sexy as it got. The Japanese may be on to something here. Given that sex is already used to sell everything else, why not sustainability? Or are they using sustainability to sell bras?