NUDEA

Location: United Kingdom

Range: Underwear | Sleepwear

Categories: Bras | Briefs | Pyjamas

Website: www.nudea.com

About the Brand

NUDEA is a British B Corp-certified underwear and sleepwear brand redefining the foundations of fashion through a balance of comfort, fit, and environmental responsibility. Founded by Priya Downes, a former LVMH and Burberry executive with a background in sustainability via the UN and World Bank, NUDEA is committed to creating elevated everyday essentials using natural and recycled materials, with an inclusive, wellness-led design approach. Their bras prioritise support and comfort with a modern sizing experience, including innovative tools like their Fit Tape™ and virtual fittings—because at NUDEA, fit comes first.

As one of the few B Corp underwear brands in the UK, NUDEA’s approach to sustainability is data-driven, transparent, and circular. They use real-time product-level carbon tracking via Vaayu, offset locally through PNZ Carbon, and have expanded their recycling programme to cover 51% of online bra sales in 2024. With 83% of garments now made from natural or certified recycled fabrics, a growing take-back scheme, and transparent factory benchmarks for energy, water, and waste, NUDEA champions slow fashion that supports both people and planet.

Credits: Photographer: Thea Løvstad, Creative Direction: Toni Din, H&MU: Katie Downer, Models: Wendel @ IMM, Theresa @ the Hive

Why We Recommend

✔ Certified Sustainability Leadership
As one of the few B Corp-certified underwear brands in the UK, NUDEA demonstrates a verified commitment to social and environmental responsibility, with a data-driven, transparent approach to impact.

✔ Eco-Conscious Materials & Circular Practices
83% of NUDEA’s garments are made from natural or certified recycled fabrics. They’ve also expanded their bra recycling programme, covering over half of online sales, and continue to grow their take-back initiatives.

✔ Inclusive, Fit-First Design
NUDEA prioritises comfort and support with an inclusive, wellness-led design ethos. Their innovative Fit Tape™ and virtual fittings help customers find their ideal size without wasteful trial and error.

✔ Transparent Supply Chain & Local Offsetting
From real-time carbon tracking with Vaayu to local offsetting via PNZ Carbon and clear reporting on factory energy, water, and waste metrics, NUDEA sets a high standard for traceability and accountability in fashion.

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