Elaine’s Grassroots Journey: Building The Bra Recyclers from the Ground Up
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Elaine Birks-Mitchell’s journey to establishing The Bra Recyclers is a testament to the power of grassroots efforts and the spirit of collaboration. As she embarked on what would become a mission, she had to develop an unwavering commitment to a vision that would have her actively engaging with communities and forging partnerships with other organizations. Today, The Bra Recyclers serves women (and men) in 29 states and 8 countries.
Community Engagement and Collaboration
The Bra Recyclers began in 2008 with a simple yet profound idea: collecting gently used bras and underwear to give support and dignity to women in need of them. In the early days, she worked tirelessly to breathe life into this concept.
The Bra Recyclers reached out to shelters, nonprofits, and support groups that worked directly with women in need. These partnerships helped identify those who would benefit most from the program and gave Elaine a way to reach them.
But from the start, she recognized that successful grassroots efforts usually only gain momentum with the support of local communities. So, to gain traction she reached out to local businesses, community organizations, and individuals passionate about our planet and their community. These groups would become valuable allies in spreading awareness and collecting donations. Strategic collaborations with local organizations have been one of the cornerstones of The Bra Recyclers’ success.
Environmental Stewardship: Joining the Circular Economy
Recognizing that countless bras were discarded each year and ended up in landfills, Elaine decided to wrap this problem into her messaging, to let collaborators understand that they could solve more than one problem. The concept was a new one for most people: recycling bras (such personal items!), giving them a second life, and diverting them from landfills.
Today, The Bra Recyclers works with many businesses, retailers, and even manufacturers to secure donations of new or excess inventory. These collaborations have extended the reach of her mission and led her to now collect a more diverse range of undergarments.
Soon, she would move beyond the local community. Elaine recognizes the potential to make a global impact. Forging partnerships with organizations beyond her immediate vicinity has allowed her to scale her impact internationally.
Exposing the “Underwear Issue:” Getting Bras Into Schools
One crucial turning point was discovering the need for bras among low-income students in public schools. Elaine learned that lack of access to basic necessities like bras was a much bigger problem than anyone recognized and that it was affecting many young girls’ confidence and self-esteem.
So, she actively engaged with school districts, counselors, and teachers to identify students who needed this kind of support. She began to collaborate with schools in what has become an ongoing program of The Bra Recyclers. They partner with school nurses in Title 1 schools under their nonprofit arm, The Undie Chest. The program is called Everyone Deserves Underwear (E.D.U.).
“We know there’s a huge need. We’ve had to cut off requests from school nurses,” said Elaine.
Working with schools is not easy.
“There are privacy issues with schools; lots and lots of privacy issues,” Elaine said.
School administrators have to get many layers of permission, including from parent-teacher associations (PTAs). Parents are often embarrassed about communicating their children’s need for this service. Fortunately, The Bra Recyclers now has some experience getting past that resistance, to get the kids what they need.
In 2024, The Bra Recyclers is expanding from 7 to 12 schools in their city, Phoenix, Arizona.
There are complications. A surprising number of women require custom sizing of bras. Many need to get fitted. This can get expensive, and therein lies the problem. If everyone could buy off the rack, The Bra Recyclers program would not be as essential.
“A teacher called me about a 6th grader who wanted to disfigure her own body because she was getting bullied and teased,” said Elaine. “This prompted me to say we need to start working with these girls at younger ages — as they’re developing, building their self-esteem. We’ve got to get to them earlier.”
It was at that point that The Bra Recyclers began expanding their network beyond just women in shelters.
Expanding the Network
Today, The Bra Recyclers network is growing quickly. They have national distribution, serving 29 states and 8 countries. “We get requests daily…it is constant. We try to do what we can,” said Elaine.
Collaborations with retailers are a critical component of the work. However, it has been a tremendous effort to persuade the big retailers to change their policies for overstock and returns.
The basic business model for American retailers has been “landfill, burn, and cut” for their overstock and returns. The Bra Recyclers continues working hard to get them to act more responsibly.
“Those items can help a lot of people,” Elaine tells them. “I spend a lot of time trying to convince retailers that there are more responsible alternatives to landfills for their overstock and returns. These items can restore dignity to individuals and families in crisis or need.”
Inspiring Others to Do Things Differently
Elaine’s passion for her cause has not only inspired others to join her mission but also served as a blueprint for individuals and organizations seeking their own ways to make a difference in their communities. She has become a role model, helping many to believe in the power of grassroots initiatives to drive positive social change.
Additionally, there are now dropoff locations across the country — so anyone can contribute. The Bra Recyclers website can link potential donors to dropoff locations in their area. Soma Intimate Stores has partnered with the company in 300 locations. Even some small businesses have become ambassadors and dropoff locations for bras — these are regular business owners who want to give back and are looking for more ways to be sustainable. This is an opportunity they happily share with their customers; it’s a chance to give back and also be green.
The Bra Recyclers Today: A Testament to Grassroots Collaboration
Today, The Bra Recyclers is a thriving organization that continues to impact the lives of countless women and families in need. In 2021 they founded the nonprofit, The Undie Chest, and since then have introduced other kinds of “undies,” expanding to serve men and boys.
Elaine Birks-Mitchell’s grassroots efforts and collaborative approach laid the foundation for this success story. Her ability to build partnerships and engage with communities transformed a simple idea into a powerful force for good, inviting both community and environmental stewardship.
Elaine has built this with the help of a committed team. Her husband Johnny Mitchell, Jr., runs the operations of the company and she has enlisted Recycling Ambassadors from around the country to help carry out her mission of restoring dignity to those in need while also reducing the number of usable textiles going to our landfills.
Elaine’s journey is an inspiring example of how grassroots efforts, when combined with strategic collaboration, can create lasting change. Her legacy is not only in the bras and underwear collected but in the lives she has touched and the communities she has brought together to support a common cause.
The Bra Recyclers is a social enterprise that impacts both people and planet. The Undie Chest is a 501(c)3 nonprofit foundation.
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Karen James Cody is a content writer based in Washington, D.C., and the principal at The Allyson Group.
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