News
INSEE Ecocycle joins forces with Sabina and Thailand Post for the “New Life BRA CYCLE” campaign – driving sustainable disposal of used undergarments
Sabina expands the " New Life BRA CYCLE" channel nationwide by partnering with Thailand Post to provide a more convenient and cost-free way to donate worn-out underwear at post offices across the country. From June 1 to December 31, 2025, the public can donate items such as bras, underwear, boxers, tank tops, undershirts, swimwear, and socks—regardless of brand, condition, or gender.
Continuing its commitment to environmental responsibility for the fourth consecutive year, Sabina collaborates with INSEE Ecocycle to sustainably dispose of used underwear through eco-friendly processes.
This year’s project launch was attended by executives from the three organizations:
Ms. Pitcha Thanalongkorn, Chief Marketing Officer, Sabina Public Company Limited
Dr. Waraporn Khongkiewpan, Chief Corporate Strategy Officer, Thailand Post Company Limited
Mr. Bruno Fux, Chief Executive Officer, INSEE Ecocycle Company Limited
Mr. Bruno Fux, CEO of INSEE Ecocycle, stated:
"We believe that fostering collaboration for sustainability is essential to driving projects toward true and lasting success. INSEE Ecocycle has partnered with Sabina on this sustainability initiative for the fourth consecutive year. We have supported the transportation and disposal of collected old bras through co-processing technology in cement kilns. This process utilizes waste as an alternative fuel in cement production, allowing the recovery of thermal energy and reducing coal consumption. Moreover, this disposal method leaves no residual ash that needs to be sent to landfills, achieving Zero Waste to Landfill.”
Over the past four years, the New Life BRA CYCLE project has successfully collected and destroyed more than 48.74 tons of worn-out underwear, producing over 1,076,218.32 MJ of thermal energy, reducing 47,831.96 kilograms of coal consumption, and lowering CO₂ emissions by approximately 79,812.82 kgCO₂eq.
Consumers can take part by sending in old undergarments of any type, brand, or condition through the following channels:
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Sabina shops and counters in leading department stores nationwide
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Thailand Post offices nationwide, free of charge. Simply address the package to:
“New Life BRA CYCLE Project”
Sabina Far East Co., Ltd. (Sabina Factory, Phutthamonthon Sai 5)
No. 30 Phutthamonthon 5 Rd., Rai Khing, Sam Phran, Nakhon Pathom 73210
Donations accepted from June 1 – December 31, 2025
Special! For every bra donated, Sabina will donate a new bra to those in need through various charitable foundations and organizations across the country.
This collaboration between INSEE Ecocycle, Sabina, and Thailand Post underlines a shared commitment to sustainability—leveraging each organization’s strengths to drive social and environmental responsibility forwar