Nudea is a way to contribute positively to both people and the planet
Nudea is a UK-based lingerie and sleepwear brand committed to eco-conscious design, blending natural and recycled materials to deliver the ultimate in comfort and fit. Rooted in sustainability and self-care, the brand aims to empower women to make positive changes, serving as the perfect foundation for both personal style and a better world. In an interview with Fibre2Fashion, CEO & Founder Priya Downes discusses issues of sustainability, fit, size, and the online sales landscape in the lingerie industry.
How has the lingerie industry evolved over the past few years, and what major trends or shifts do you foresee in the near future?
There has never been a more exciting time to be in intimates; the past five years have brought on so many macro changes that it will be interesting to see how the landscape shifts.
The days of buying lingerie to ‘look good’ for a partner are well and truly over. Lingerie is for women to feel and look their best for themselves. Brands will need to truly embrace this if they are to survive, this means thinking about what bra wearers want for themselves; comfort, support and style they appreciate.
Sustainability will be huge. We have been talking about this for years, but the EU’s Corporate Sustainability Responsibility Directive (CSRD) came into legislation earlier this year which is rapidly going to force all businesses to open up transparency on their supply chains, which in turn will force businesses to adopt sustainable change. This is a game changer as lip service is no longer adequate; sustainability is here for good, and action will by necessity be required.
The intimate apparel industry has seen a rise in direct-to-consumer (D2C) brands. What do you think drives this trend, and how does it impact traditional retail and established brands?
For too long brassiere shopping has been confined to boudoir-esque specialist stores and department stores. Consumers have moved on, the modern woman shops online for convenience and looks for a deeper, more meaningful experience in person. This shift in consumer shopping naturally lends itself to D2C. New brands are seeing that women want a different experience, and they are servicing that better than traditional retail. That said, I do think that many retailers are also adapting and seeing this shift and so there is definitely room for D2C brands to widen their customer experience touch points with like-minded partners.
Body positivity and inclusivity have gained prominence in recent years. How do you believe the lingerie industry can continue to champion these values and positively impact consumers’ self-image?
It has always surprised me that underwear shopping historically, particularly online, was so out of touch with the consumer. The average bra size in the UK is 34DD and size 14, yet so many brands still show underwear on small models. It is important to remember that bras are engineered differently for different sizes, more support for larger busts means that the garment on the body will visually look different. This should be reflected on displays and online shopping. It is almost misleading not to.
We should also be continuing to work with advertising platforms like Facebook and Google whose algorithms still unfairly penalise lingerie on larger models contributing further to body bias on adverts seen. The lingerie industry should work together on this to continue to showcase the importance of body diversity in this category.
Can you tell us about the inspiration behind starting Nudea and your journey from the World Bank to the fashion industry?
Before founding Nudea, I spent a significant part of my career at the World Bank, where I focused on poverty alleviation and environmental projects. Even then, I was deeply passionate about sustainability, long before it became the buzzword it is today. I also had the privilege of working for over a decade with top luxury brands like Burberry and Chanel, experiences that imbued me with an appreciation for quality and craftsmanship.
Nudea is the fusion of these two worlds—luxury and sustainability. It is not just a lingerie and sleepwear brand; it is a commitment to creating everyday intimates that are not just beautiful and comfortable, but also durable and responsibly made. For me, Nudea is more than just a brand; it is a way to contribute positively to both people and the planet, leveraging my background to make a meaningful impact.
What motivated you to focus specifically on sustainable underwear and sleepwear?
While I was working for luxury fashion houses like Burberry and Chanel, I meticulously curated my wardrobe, yet seldom gave the same attention to the layers directly against my skin. I realised this oversight was largely because shopping for underwear often left me feeling both uninformed and unsupported. Conversations with friends confirmed I was not alone; reliable, everyday options were scarce, and those that were eco-friendly were even rarer.
This gap in the market became my inspiration to create my own line of bras and briefs, designed with a keen eye for purpose and fit. I wanted to build a brand rooted in sustainable and ethical business practices, collaborating only with factories and suppliers that share this responsible ethos. My aim was to offer a solution for everyday underwear that is not just comfortable and supportive, but also easy to wear and kind to the planet.
Your company emphasises providing the ‘perfect fit’. How do you approach the design process to achieve this?
We recognise that the main obstacle to online fashion shopping is sizing, a challenge that is particularly acute in the lingerie sector where 80 per cent of women are wearing the incorrect bra size. As a brand with a focus on fit and a wide range of sizes, this presents a substantial hurdle for us. To tackle this, we have developed a suite of fitting tools, including our fit tape, to help customers determine their correct size from the comfort of their homes before making a purchase. So far, we have successfully fitted over 20,000 customers using either our fit tape, fitting quiz, or virtual fitting programme. We have observed a ten-fold increase in conversion rates once a customer has been properly fitted, demonstrating that our tools are effectively breaking down the barriers to conversion.
Can you elaborate on the concept of the ‘CareMore measure’ and how it aligns with the company’s sustainability goals?
After spending over a decade in the luxury fashion industry, I honed my eye for quality products that are not only beautiful but also long-lasting and crafted to be worn with pride. I felt that my underwear had always taken a backseat to my outerwear, and I wanted to change that paradigm to empower women to feel their best every day.
Moreover, having witnessed the detrimental effects of fast fashion cycles and fleeting seasonal trends on both the environment and garment workers, I was inspired to establish a more responsible brand. In an industry that has been slow to adopt sustainable practices, I saw an opportunity for meaningful change.
The ‘CareMore measure’ aligns perfectly with these aspirations. It embodies our belief that ‘buying once and buying well’ is a crucial message. There is no point in filling your underwear drawer with ill-fitting bras that will never be worn. Getting the size right the first time is imperative.
With sustainability at the forefront, we design our products to stand the test of time. Features include a four-hook-and-eye closure instead of the standard three, and the use of recycled fabrics enriched with high-quality elastane to ensure durability and longevity. We also incorporate biodegradable fibres, such as the organic cotton used in our recent Nudea Sleep collection. These materials not only decompose over time but also allow for future fabric recycling. In essence, we are continuously mindful of a product’s end-of-life as we design it, ensuring that each piece aligns with our long-term sustainability goals.
The Bra Recycling Scheme is an innovative initiative. Can you explain how it works and its environmental impact?
Since 2022 we have partnered with TerraCycle via their Zero Waste Box solution. This provides all Nudea customers with a way to consciously clean out their underwear drawers and keep their bras out of landfill for good. Once received, underwear is separated into its components and the various parts are individually recycled.
Plastics – These materials are ground or shredded and then put through a melting process where they become a usable raw material for new product manufacturing.
Fibres – These are separated into natural, synthetic or combined. Natural fibres are converted into a material called ‘shoddy’ which is used for insulation and product stuffing. Synthetics are turned into a densified material mixture which can be used for things such as carpet backing.
Metals – These materials are shredded, baled and smelted down to create a base material for items such as nuts, bolts and washers.
Our goal is to recycle 100 per cent of the bras we sell by 2025, and by the end of this year, set up an internal recycling system to recycle our own componentry back into our supply chain.
What incentives do customers receive for participating in the Bra Recycling Scheme?
We offer our customers 20 per cent off on their next purchase when they participate in Bra-cycle.
What does achieving B Corp certification mean for Nudea, and how does it align with the brand’s values and goals?
Since becoming B Corp certified in 2022, we have reaffirmed our foundational 'CareMore' ethos, which advocates for 'buying less and caring more’. This ethos aligns seamlessly with our unwavering commitment to quality, as well as to sustainable and ethical business practices. We achieved carbon neutrality in September 2021, having measured and offset our 2020 carbon footprint through BeZero Carbon. From the outset, our focus has been on sourcing environmentally conscious materials; for instance, recycled fabrics emit four times less carbon than virgin fabrics. This focused approach contributes to our relatively small carbon footprint. As we move forward, we continue to source our fabrics and components from recycled or naturally occurring materials.
It is crucial to note that sustainability is not a destination; it is an ongoing journey. Our B Corp certification serves as both an anchor and a guide, directing us along a path that is unique to our brand. It ensures we are continually committed to improving and heightening our impact each year.
The lingerie industry often faces challenges related to body image and self-esteem. How does your company address these issues in its marketing and product design?
Addressing issues of body image and self-esteem is crucial in the lingerie industry, which is why we embed diversity and inclusivity into the core of our company. For us, diversity is not just about featuring a range of models; it starts with the initial design process. Every product we create is designed with various body shapes and sizes in mind. We continually ask ourselves, "Will this design be as functional and comfortable for someone who is busty as it would be for someone who is smaller?" Support is a fundamental element, and that begins with thoughtful design.
When it comes to marketing, we deliberately select a diverse array of models and collaborate with body-positive influencers. These are individuals who exude confidence and actively speak out against body shaming. Since underwear is the garment closest to your skin but often unseen by others, it should make you feel your best. That is the essence of what Nudea aims to achieve.
How do you balance the goals of profitability and sustainability?
The goals of profitability and sustainability do not have to be mutually exclusive; in fact, they can complement each other if approached thoughtfully. For instance, we focus on local sourcing, encouraging our assembly factories to obtain components and materials from their respective countries. This approach serves multiple purposes: it supports the local economy, reduces carbon emissions due to less air freighting, and ultimately leads to shorter supplier lead times, making it more cost-effective. While forging these new relationships with local suppliers may initially be time-consuming, the long-term benefits for both sustainability and profitability are substantial.
I am committed to making conscientious decisions that serve both our business goals and sustainability imperatives, particularly given the unique challenges in the underwear category. Unlike other types of clothing, underwear often has no ‘second life’ due to limited options for reselling, renting, or donating. Even repairs can be cost-prohibitive when compared to the relatively low purchase price of a bra or pair of briefs. As landfill and incineration are the most likely outcomes for used underwear, it is crucial for brands like ours to take responsibility for the waste we generate.
Are there any upcoming collections or new projects in the pipeline for Nudea that you would like to share or give us a sneak peek into?
We have been thrilled with the success of our Seamless and Sleepwear collections. Initially launched as a small holiday gifting capsule, our Sleepwear range has evolved into a strong category for us. Its year-round appeal and versatility—as both sleepwear and outerwear—have attracted a broad audience, extending beyond our core lingerie shoppers. Similarly, our seamless bralettes have proven to be multi-functional, suitable for activities like yoga and Pilates, as well as casual outings when paired with an open shirt and jeans.
Building on this momentum, we plan to continue pushing the boundaries in 2024. We will be expanding our collections, particularly in the Sleepwear and Seamless lines, focusing on pieces that offer the versatility to serve as both inner and outerwear.
Could you elaborate on the specific initiatives, partnerships, and programmes that you have implemented over the last year to make your lingerie brand more eco-friendly?
Since receiving our B Corp certification last year, we have been committed to advancing our sustainability objectives. One of our key initiatives has been the introduction of a bra recycling scheme for both new and existing customers. As of now, we have successfully recycled 1,500 bras. We have also partnered with Urbit, a last-mile delivery service that utilises public transport and e-bikes, to handle all our deliveries in major UK urban areas, including London. This move has helped us reduce emissions, traffic congestion, and noise pollution.
This summer, we collaborated with Vaayu as our official partner for calculating and disclosing the carbon emissions of each product. This partnership will offer full transparency throughout our product cycle, enabling us to devise strategies for reducing our carbon footprint through scenario planning.
Furthermore, in August 2023, we released our inaugural Nudea Sustainability Report. This comprehensive document provides a detailed look at our environmental and ethical accomplishments over the past year. As a B Corp-certified brand, we take immense pride in spearheading transformative changes within the lingerie industry. We are especially proud of the considerable progress we have made in various sustainability projects since our launch in September 2019.
E-commerce and online shopping have become significant channels for lingerie sales. What strategies do you think are critical for companies to excel in the digital marketplace while ensuring a personalised and comfortable customer experience?
Eighty per cent of women wear the wrong bra size, and many are unaware of this fact. This issue, compounded by inconsistent sizing across brands, makes online lingerie shopping particularly challenging. To address this, it is crucial to provide customers with a unique and empowering experience. Our fit tape is a tangible tool designed to build trust and enable women to find their correct size without the pressure of sales tactics. We aim to create an environment where women can shop comfortably, equipped with a genuine understanding of what will fit them best.
