Royce urges customers to donate old bras for breast cancer research

Wirefree lingerie specialist Royce is continuing its support for Against Breast Cancer by encouraging retailers to stock one of the charity’s bra banks.

The brand has helped raise up to £20,000 a year for ABC’s vital research into a cure for breast cancer and is urging more customers to get involved.

ABC works with recycling partner, Devizes Textiles, which delivers bra banks to participating retailers.  The charity receives £700 for every tonne of bras it recycles (one tonne equals approximately 9,000 bras).

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“When our customers visit their favourite lingerie store to buy a new bra, all they need to do is bring one or more of their old bras and just pop them into the bra bank,” explained Sarah Gilbert, commercial manager at Royce.

The recycled bras are shipped out to Africa, where traders support their families by selling textiles locally at village markets.

There are 66 Royce retailers around the country with ABC bra banks, and Royce also has two at its head office in Banbury.

Bernadette Jones, chief executive of ABC, wants to reach out to supporters in as many ways as possible, and Royce helps her charity do just that. She said:  “Royce Lingerie has partnered with Against Breast Cancer for many years: working together to produce ‘How to be breast aware’ pocket booklets for our supporters; through cause-related marketing campaigns on several of their amazing products, and through bra recycling.

“Our bra banks in stores across the country help us raise awareness among thousands of people, all year round.  Royce promoting our charity heavily during Breast Cancer Awareness Month and encouraging its retailers to stock our bra banks helps us achieve maximum exposure.  Every pound we raise is vital in enabling us to continue our work to find a vaccine against breast cancer, and to look at ways to increase the survival of women and men who have the disease.”

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