Bra Donation Initiative Helps Those Affected by Domestic Violence

Soma Bra Donation LogoSoma, in partnership with the National Network to End Domestic Violence (NNEDV), has just launched its bi-annual Giving is Beautiful™ Soma Bra Donation. The nationwide charitable initiative to collect bras for women who have been affected by domestic violence is said to be the largest of its kind, with more than 980,000 bras collected to date.  Now through August 5th, the Company will accept new and gently worn bras at all Soma boutiques across the country, as well as monetary donations at the register and at www.soma.com.

“Our goal for this campaign is to reach a total of one million bras collected, because that translates to a million women feeling confident and beautiful, from the inside out. And every woman deserves to feel that way. Our ultimate goal is that no woman has to choose between buying a bra and putting food on the table,” states Laurie Van Brunt, Soma president.

The Giving is Beautiful Soma Bra Donation initiative is national in scope but local in nature — each Soma boutique and outlet partners with its local women’s shelter to directly impact the community where the bras are donated.

“Through our continued partnership with Soma, we have been able to make a difference in hundreds of thousands of lives – from the donor who gave generously, to the boutique and shelter employees working together to distribute bras to survivors. We have been able touch the lives of domestic violence victims, who often arrive at a shelter with nothing,” says Kim Gandy, President and CEO of the National Network to End Domestic Violence (NNEDV). “Together with Soma, we are helping to grow awareness in local communities, raise critically needed funds, and help victims rebuild their lives.”

To help reach the brand’s goal of one million bras collected, Soma will continue to utilize a unique, shareable hashtag, #OneMillionBras, encouraging customers to join in the social conversation when they donate a bra by tagging @SomaIntimates, and tagging a friend to do the same. The brand also has a donation landing page, www.soma.com/givebras, which includes stories and a touching video showing how donated bras have helped victims of domestic violence.