Australian bra business The Very Good Bra has been named by US media publication Fast Company as one of the top 10 world’s most innovative companies of 2024 in the 'small and mighty' category.
The Australian undergarment business secured the win thanks to its creation of the world’s first compostable nursing bra in February 2023. It also comes just weeks after the bra business secured a $50,000 grant from eBay’s circular fashion fund, alongside clothing recycling firm RCYCL which also secured a $50,000 grant and textile recycler Dempstah who won $100,000.
The Very Good Bra founder Stephanie Devine welcomed the ranking.
“I’m delighted that our unique, 100% plastic free bras, briefs and sleepwear have been recognised for their innovation,” Devine said.
“When we launched in 2018 we were a world first, and we remain the only brand in the world making plastic and wire free lingerie in up to 34 proper sizes.
“Our 100% plastic-free nursing bra launched last year has quickly become our 3rd best-selling bra as it addresses both women’s desire to feel safe from chemicals and particularly the BPA in regular bras, as well as diverting used product in a high-waste sector, from landfill.”
The Very Good Bra was the only Australian business to make it in the top 10 list, reaching number nine. It was named among other global businesses, including an IVF firm utilising artificial intelligence and a music marketplace that discovered a new way for artists to make money from songs they make.
“Our list of the most innovative companies (MIC) is both a comprehensive look at the innovation economy and a snapshot of the business trends that defined the year,” Fast Company editor-in-chief Brendan Vaughan said.
“We saw extraordinary innovation across the board in 2023, but we also saw a handful of clear patterns: the growing footprint and impact of AI, the triumphant return of live events, and great leaps forward in climate tech.
“We face daunting challenges on many fronts, but the solutions we celebrate in MIC give me plenty of hope about the future.”
The Very Good Bra was founded in 2018 by Devine, a breast cancer survivor, in response to her inability to source non-wired bras in natural fibres to get through treatment.
An initial test by the company saw its bra ‘eaten’ in eight weeks in a commercial worm farm. The bra can also be composted and buried in soil where it will break down without impacting the environment.