Lingerie brand Nudea has launched a new charity initiative with UK-based Smalls for All, to introduce ‘Invisible Underwear’.

Here, Nudea customers can add a donation to the charity at checkout, with the function “adding an invisible pair of underwear to a customer’s order”. That triggers a £2 donation directly to the charity, which collects and donates new pants and new or ‘gently-worn’ bras to those in need in the UK and Africa. 

The 14-year-old registered charity supports adults and children in both countries, having collected over two million pairs of underwear to date.

Nudea’s founder & CEO, Priya Downes said: “Underwear is a necessity for everyone and we are proud to be helping such a worthwhile cause. As a B Corp organisation, we are always talking about the ways in which we are trying to do better for the planet, and caring about the people on it is just as important.”  

Founder of Smalls for All, Maria Macnamara, added: “Small things can make such a big difference, and we’re indebted to each and every one of Nudea’s customers who will be making a contribution by adding Invisible Underwear to their basket. Without the generosity of such kind people we wouldn’t be able to carry on giving people in need the basic dignity they deserve.”