World's first-of-its-kind plant-based bra cup sourced from sustainably grown sugarcane
September 16, 2021 - Braskem announced a partnership with Gelmart International, a leading global manufacturer of intimate apparel. Braskem in supplying its I'm green EVA biopolymer to support production of the world's first-of-its-kind plant-based bra cup sourced from sustainably grown sugarcane. Gelmart's new kindly line of sustainable intimate apparel launched in August and is available exclusively across 3,300 Walmart retail stores and online at Walmart.com
Gelmart has designed, developed, and produced over 1.25 billion units in underwear, bras, and shapewear for the world's biggest retailers and brands. Gelmart's kindly bra line results from more than three years of proprietary development, resulting in the world's first mass-produced, plant-based bra. The kindly product line incorporates more environmentally friendly materials such as Braskem's I'm green EVA biopolymer, replacing the use of traditional foam materials.
Edison Terra, Executive Vice President of Braskem, commented, "As a global leader in bio-polymers, Braskem has a long-standing commitment to creating a more sustainable future. Our innovative portfolio of I'm green plant-based materials is helping global consumer brands and manufacturers transition from legacy fossil fuels based raw materials to more eco-friendly solutions. We couldn't be more excited to announce our partnership with Gelmart, their visionary leadership is helping transform the world's apparel industry with creative new offerings that bring the same high-quality and comfort, but also deliver a more sustainable footprint on the planet."
Yossi Nasser, Chief Executive Officer of Gelmart International, stated, "We're thrilled to bring the world's first plant-based bra cup to market, but real sustainability does not exist without accessibility. It's important to us that our brands are known not only for quality products, but more for creating a movement towards a more eco-friendly and attainable lifestyle for all. So finding the right partner to provide the high-quality eco-friendly materials at scale was an essential factor in our strategy. Braskem was the natural choice for us as a leading supplier of biopolymers, their deep expertise in Green EVA and their collaborative approach were a perfect fit."
Braskem's I'm green bio-based EVA is produced from sugarcane, a renewable source that contributes to the reduction in greenhouse gas emissions by CO2 capture.
Giancarlos Delevati, Account Manager & Business Development of Braskem, commented, "Today's consumer is taking a more holistic approach when making their purchasing decision and this increasingly calls for selecting products that are developed and produced with a focus on sustainability as a primary consideration. At Braskem, we partner with our customers to help them make the transition from legacy materials to more environmentally friendly materials."
Eve Bastug, Chief Product Officer of Gelmart International, stated, "In my 40 plus years working in the industry, this was the most challenging project I've worked on - and it certainly feels the most rewarding. It took us three years to work towards a sustainable cup that is over 80% plant-based. Our goal is to never make consumers choose between function, plant and price, by creating a more sustainable future with beautifully crafted products that people can feel good about wearing."
The I'm green brand represents Braskem's sustainable portfolio. Since its initial launch, Braskem's I'm green sustainable portfolio of chemicals and polymers has expanded and now includes a range of solutions made from post-consumer plastic waste as well as responsibly sourced bio-based materials including green EVA.
With over 70 years of experience and a vertical supply chain, Gelmart International is the leading intimates manufacturer in the U.S. and partner to some of the world's largest retailers. Earlier this year, Gelmart International launched its incubation and venture arm FullStride Ventures which incubates its own white space opportunities, as well as provides start-ups with investment and turnkey supply chain solutions, product development, and marketing strategies. Gelmart and FullStride Ventures was the lead investor, manufacturer and co-founding partner of LIVELY and most recently Wknd Nation.
Source : Braskem