Saving our planet; one bag at a time

November 13, 2006

The Japanese rock! Bra-maker to turn Japanese women into bag ladies

Filed under: Branding, Environment — Kaajal @ 5:02 pm

The Japanese think up some of the most interesting things!

Environmentally concerned Japanese women will soon have an option to accepting plastic bags, their bras!

Environmentally concerned Japanese women will soon have an option to accepting plastic bags, their bras!

A Triumph employee displays a “No More Plastic Bags Bra” — a shopping bag made of a transformed bra — at the company’s showroom in Tokyo….

A lingerie maker, in a bid to discourage Japanese from using plastic bags, on Wednesday unveiled a bra whose cup padding unfolds to become a handheld shopping bag.

Lingerie maker Triumph has regularly designed bras aimed at drawing attention to social issues and to raise its own profile. Last winter it unveiled a bra that can be heated in a microwave so as to help save on indoor heating costs.

The “Bra Rangers” — named after the television characters that morph into superheroes — come with matching underwear whose pocket has the inscribed message, “No more plastic bags!”

The bra-turned-bag is made of polyester fiber created through recycling. The bra straps can be tied onto the bag as ribbons.

Japanese shops hand out some 30 billion plastic bags per year, of which nearly a third of them are thrown away without being reused, said Triumph.

Few businesses, faced with tough competition, will risk alienating customers by not handing out bags, Triumph said. “In this context, what deserves the most attention is the significance of each and every customer understanding the importance of not using plastic bags,” it said in a statement.

Triumph said it had sought a patent for the eco-bra, although it has no plans for now to put it on general sale.

Far more imaginative than the conventional reusable cloth bags we make, but full marks to Triumph for thinking up this way to draw attention to an issue of burning importance!

1 Comment »

  1. Rajiv,

    Creativity has no limits. The Triumph guys are a clear example for that. Whats next in store? A great idea like this can create a great awareness for coming out of a insanely great problem (30 billion plastic bags in just Japan alone,that too in an year–wow!!)!!


    Comment by Nishant — November 17, 2006 @ 2:14 pm

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