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The British throw away tonnes of unwanted clothes and shoes every year, the majority of which ends up in landfill.
But one textile recycling company in Birmingham is trying to change all that by putting unwanted clothes, and even bras to better use.
BCR Global Textiles, which has over 1500 textile banks across Britain, has announced a new bra-recycling project which is rejuvenating rejected brassieres.
'As a company we are taking thousands of tonnes of clothing and shoes out of landfill,' says Maxine Sault, managing director of BCR.
The company is calling on women of all ages, sizes and shapes to hand in their unwanted undergarments at special 'bra banks' - located in banks, gyms and even bingo halls.
The bras are then hand-sorted and shipped off to third world countries in Eastern Europe, Asia and Africa.
In impoverished places such as Kenya, where new clothes are a luxury beyond the reach of many, a second hand market is now thriving.
It is hoped the new bra bank scheme will keep this market growing, by supplying the world's poorest women with much needed, affordable bras.
