Kindly, a new line of sustainable intimates by leading American intimatewear manufacturer Gelmart International, has been launched featuring the first-ever plant-based bra cup sourced from Brazilian sugarcane. Available exclusively at Walmart, Kindly’s product line features a wide range of sustainable bras and underwear made from recycled materials.
Kindly aims to connect the worlds of sustainability, accessibility and innovation by developing a proprietary blend of recycled nylon, spandex, elastic and sugarcane to create revolutionary products. The collection has been in development for three years, having undergone close to 30 iterations of trials, testing, moulding, and wear tests, the company said in a media release.
Kindly will launch with two styles of bras (available in sizes 34A-40DD), three styles of bralettes (available in sizes S-3XL), as well as thongs, hipsters and boyshorts (available in sizes XS-3XL) in both seamless and micro fabrication.
Silhouettes were designed with a post-pandemic lifestyle in mind. There is an uptick in consumer behaviour for all day wearability and hybrid designs; non-wire, seamless styles and circular knitting were key for this collection. Design inspiration was drawn from Earth’s elements of air, water and fire – colour palettes and patterns give consumers a multisensory experience from animal and palm prints to colours recognisable in marbled waters and ombre sunsets.
“Real sustainability does not exist without accessibility. When selecting a retail partner, Walmart was a no-brainer for us. We’re thrilled to bring the world’s first plant-based bra cup to market, and humbled by the opportunity to speak to Walmart’s wide and diverse audience,” said Yossi Nasser, CEO, Gelmart International. “It’s important to us that Kindly is known not only for quality products, but more for creating a movement towards a more eco-friendly and attainable lifestyle for all.”
“It took us three years to work towards a cup that is over 80 per cent plant-based. There is still work to be done but our team is taking the steps to create a more sustainable future with beautifully crafted products that people can feel good about wearing,” said Eve Bastug, chief product officer, Gelmart International.
Fibre2Fashion News Desk (KD)
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