Daisy to launch ‘best ever’ ethical bra
And Jo Wood says 'every girl should' have one
"The Daisy bra is made with care" Jo Wood
On Thursday 11 June, DaisyGreenMagazine.co.uk is teaming up with eco-lingerie manufacturer, Enamore, to unveil a prototype of the ‘best ever’ ethical bra.
And we are just so excited! 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 Daisy girls were frustrated by the lack of desirable and supportive ethical bras on the market.
Nicola Alexander, our 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 B 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 unique as they will feature daisies, hand-crocheted from soft, yellow eco-friendly 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.
The Daisy Bra will be launched at the Swish at I.N.C. Space, London, by Dr Zoe Williams. Zoe is Sky TV’s Gladiator, Amazon aka the Green Gladiator and DaisyGreenMagazine’s monthly health and fitness columnist. More about the swish
“Big boobed girls, in particular, have been left unsupported.” Well they still are aren’t they? When the new ethical bra is going to be for “women of any cup size from B to D”, big boobed girls don’t get a look in. See Bravissimo.co.uk if you think that a D cup is big boobed!
Much as I’d like the idea of an ethical bra, unless you’re going to a 34GG then I’m going to stick to Panache. Sorry!
Hi Claire
We agree with you! Jenny from Enamore who has developed the bra is herself bigger than a D cup. The problem is, the more sizes you offer, the more the initial outlay which is hard to undertake for smaller companies like Enamore. But Daisy Green and Enamore see this as the first step in developing a wearable, supportive and beautiful ethical bra range. The combination of underwiring and the pretty detail on this bra are unusual in ethical bras and what, we believe, make it the ‘best ever’. As long as the first Daisy bra sells well, it will be viable to roll it out to other sizes. So if you have friends and family who are B to D size, please spread the word! Thanks for taking the trouble to comment.
Sallyanne
Agreeing with Claire. The average cup size (if everyone were fitted properly) is at least a D cup so your bra works for less than half of the people – and the ones that can get away without a bra at that.
If you can’t do a full range of sizes then why not START with the bigger ones? its a much less crowded marketplace, you’d have a unique value proposition by making a step-change rather than working in increments, and you could double your PR into the ‘normal-sized’ women’s movement as well as the ‘ethical’ one.
30GG please!
You lucky big boobed girls! And what where how is it that the small boobed are supported?? Here’s a shout from a A cup person! If there is an ethical bra, has to be in all sizes.
Good luck to daisy green and enamore, and please think of every size…
If possible!
Best Kate
Ladies, we’re hearing you. We definitely want to offer the bra in a wider range of sizes in the longer term. We’re also looking into doing a lingerie survey so that everyone gets their say. In the meantime, we hope you agree, the Daisy bra is a great first step.
Sallyanne
Sorry, Kate, I understand you’re miffed it’s not available in an A cup, but I don’t consider myself lucky to be 34GG and I get irritated when women say they’re envious. How are we lucky?
To put you in the picture, until Bravissimo it was very difficult indeed to get pretty bras in the right size (have you seen Triumph’s Doreen bras?) in colours other than black or white.
Men often assume big-boobed girls are always ‘up for it’ and/or a bit ditzy (one advantage of being middle aged is I don’t get this any more but my 15 year old does.
If I don’t douse myself with medicated talc I get pressure sores underneath. If I wear an ‘uplifting’ bra to prevent the pressure sores then I look like I’ve got a shelf in front of me. Spoils the look of most clothing, button front shirts have to be sewn up or they gape, and are too big over the shoulders etc because I have to buy a bigger size to encompass the boobs.
Running for a bus is out of the question without folding my arms over my boobs to hold them down. (Sports bras are ok but not for everyday use as they push them together so you get a uni-bosom and increase the pressure sore problem).
Bras, bikinis, swimsuits etc are MUCH more expensive (£75 for a bikini!). I’m not proud of my 34GG bust (just as I’m not proud of my size 6 feet) but that’s my body as it is at the moment so I try to make the best of it.
Small boobs can be boosted by Wonderbras, it’s much more difficult to diminish big boobs without surgery (and believe me, I’ve considered it and I’m still thinking about it).
It would have been lovely if the Daisy had been started in larger sizes first , but we big-boobed women have got used to being at the back of the queue. C’est la vie!