On Thursday 11 June,
DaisyGreenMagazine.co.uk, the ethical online women's magazine, will team up with eco-lingerie manufacturer, Enamore, to unveil a prototype of the 'best ever' ethical bra. Sales from the Daisy bra will raise funds for charities helping women to successfully breastfeed in the developing world.
Jo Wood, founder of
Jo Wood Organics, has endorsed the bra saying "I love beautiful lingerie and I love all things organic. I also want to know where my clothes come from. The Daisy bra is made with care. It's organic, gorgeous and supports charity and boobs!
Every girl should have one."
The idea for the bra came when the girls at Daisy Green Magazine were frustrated by the lack of desirable and supportive ethical bras on the market.
Nicola Alexander, Founder, said "The choice of ethical clothes is now better than ever before. But bras seemed to be lagging behind. Big boobed girls, in particular, have been left unsupported. Before we teamed up with Enamore, finding bras that were kind to the environment, pretty and practical was almost an impossible challenge."
The bra will be manufactured in the UK (no sweatshops and a lower carbon footprint) from organic cotton. Jennifer Ambrose, founder of Enamore, said "This bra is going to be beautiful, comfortable and suitable for women of any cup size from C to D. And there's a perfect symmetry in working with Daisy Green to create a bra that supports breastfeeding in poorer countries. We're so excited to be doing this.
Enamore to date has not been able to offer a supportive bra and we are delighted to be able to finally complete our offering with this important missing piece."
Each bra will be trimmed with hand-crocheted daisies made from a soft yellow bamboo wool. A donation from every one sold will go to charities which encourage breastfeeding worldwide through education and support. According to Unicef, exclusive breastfeeding is one of the most powerful tools we have to combat child hunger and death, and yet only 39 per cent of infants in developing countries are exclusively breastfed.
"With the new bra having a lower impact on the environment and supporting such a worthy cause, it will be a truly 'loving' cup that women will really want to fill." explained Nicola.
ENDS
Media contact
For more information please contact Sallyanne Flemons
sallyanne@daisygreenmagazine.co.uk or to RSVP please contact Nicola Alexander
nicola@daisygreenmagazine.co.uk or 07939 537123.
Editor's notes
1. The Daisy Bra prototype will be unveiled on 11 June at I.N.C Space, Grape Street London WC2.
Please note the VIP press event starts at 5pm. Invitations to follow.
The event, run in partnership with ethical stylist, Lupe Castro, will also include a swish (clothes swapping), an ethical fashion show and music from green band, The Phoenix Rose.
2. The Daisy bra will be available to buy in 2010 - date to be confirmed.
3 DaisyGreenMagazine.co.uk is a new ethical online women's magazine featuring and upbeat mix of fashion, beauty, special offers and inspiration. The magazine is free to visit and subscribers receive regular updates and news of offers.
4. Enamore is a creative fashion label producing beautiful clothing, lingerie and accessories from organic, sustainable and vintage fabrics. For more information see enamore.co.uk.
5. Only 2.5% of all farmland worldwide is used to grow non-organic cotton, yet 10% of all chemical pesticides and 22% of insecticides are sprayed on cotton.
