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Asos Turns Old Plastic Bottles, Fishing Nets into New Underwear

“Ever wondered where those used plastic bottles and textiles go? Wonder no more.”

That’s the tagline for a new line of underwear that Asos has derived, in part, from recycled waste, including polyester from used plastic bottles and polyamide from castoff fishing nets and carpet.  

The seam-free and minimal-frill styles come in several refreshingly understated silhouettes, such as the triangle bra, the bralette, the molded push-up bra, the thong and the high-waisted brief.

Colors revolve around a mostly neutral palette: white, black, tonal rust, chestnut and “animal pink,” which features leopard-spot-like texturing.

Size-wise, bras range from 0 to 14 or from 30A to 38C, while bottoms go from small to large. One of the bralettes is also available in “Curve” extended sizing, which peaks at size 24.

The undies are part of Asos Design, a private-label brand that “reinterprets major trends [by] adding a unique Asos spin,” Britain’s largest fashion e-tailer notes on its website.

Certainly the pieces, which start at $6.50 and top out at $31, hew more closely to the comfort-first and size-inclusive aesthetic of Lively and ThirdLove than the sultry—and some might say retrograde—vampiness of Victoria’s Secret, whose market share has been slowly slipping in a post-#MeToo retail climate. This year’s Victoria’s Secret fashion show, which aired on ABC on Dec. 2, for instance, attracted a record low of 3.3 million viewers compared with 5 million in 2017.

More bad news for America’s No. 1 lingerie label: In the quarter that ended Nov. 3, sales fell 0.6 percent to $1.52 billion, with a 2 percent dip in same-store sales.