#OneMillionBras - Soma Announces Bi-Annual Giving is Beautiful™ Bra Donation Intimate Apparel Retailer Asks Women to Clean Out Their Drawers to Help One Million Women in Need

Jul 07, 2015, 08:00 ET from Soma

FORT MYERS, Fla., July 7, 2015 /PRNewswire/ -- Today, Soma announces its 11th 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, the scale and scope of the project is a testament to the brand and Soma customers' dedication to making a difference in women's lives. 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 passion and commitment to this initiative has never been stronger," states Laurie Van Brunt, Soma president. "What started five years ago as a grassroots effort in a few local boutiques has grown to become a brand wide and nationwide initiative spanning more than 280 Soma boutiques and outlets. Our boutiques and customers enthusiastically contribute their time, money and bras to help women in need restore their lives."

To raise awareness about domestic violence, Soma will once again partner with the National Network to End Domestic Violence (NNEDV). The NNEDV is the leading voice for survivors of domestic violence. Representing over 2,000 shelter programs across 56 state and territory coalitions throughout the United States, the NNEDV continues to be a vital partner to help spread the word and make a difference in women's lives.

"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 Van Brunt.

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 will also have 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. This landing page also offers information about the NNEDV, how to donate bras, and where to find Soma boutiques nationwide. 

In addition to NNEDV, Soma partners with The Bra Recyclers, a textile company specializing in the recycling and reuse of new and previously worn bras. The Bra Recyclers mission is to reduce the amount of reusable textiles that unnecessarily go to landfills.  Damaged or unwearable bras collected through Soma's Bra Donation are sent to The Bra Recyclers to convert into reusable materials.

About Soma:
Soma, a division of Chico's FAS, Inc., offers beautiful and sensual lingerie, loungewear and beauty products. Home of the warmest personal service, Soma embraces women with luxuriously soft fabrics, innovative fashion and an always perfect fit in bra sizes 32A-44G. As of May 27th, Soma operates over 280 boutiques and outlets across the country as well as a website at www.soma.com.

About NNEDV:
The National Network to End Domestic Violence (NNEDV) is a nonprofit 501(c)(3) organization that serves as the leading national voice for domestic violence victims and  their allies. NNEDV's membership includes all 56 state and territorial coalitions against domestic violence, including over 2,000 local programs. NNEDV has been advancing the movement against domestic violence for 25 years, having led efforts among domestic violence advocates and survivors in urging Congress to pass the landmark Violence Against Women Act of 1994. To learn more about NNEDV, please visit nnedv.org.


Video - https://www.youtube.com/watch?v=bfhUilA3trc&feature=youtu.be
Logo - http://photos.prnewswire.com/prnh/20150706/231339LOGO