Bentonville - Underwear manufacturer Gelmart has teamed up with retail giant and long-standing customer Walmart to launch what it said to be the world's first plant-based bra.

Consisting of more than 80 per cent Brazilian-sourced sugarcane, as well as recycled nylon, spandex and elastic, the bra is part of an exclusive 'Kindly' range of sustainable lingerie.

Denise Incandela, executive vice president, apparel and private brands at Walmart US, said the collection was designed to make sustainability more accessible to consumers.

“At Walmart, we constantly look for opportunities to develop products with a commitment toward sustainability,” she said. "Our goal was to develop an exclusive bra that is made with the planet in mind, and Gelmart worked tirelessly to engineer a game-changing innovation for the intimates category that provides our customers a groundbreaking bra cup made from sugarcane.”

Yossi Nasser, CEO of Gelmart, added: “Real sustainability does not exist without accessibility. When selecting a retail partner, Walmart was a no-brainer for us.

"We're thrilled to bring the world's first plant-based bra cup to market, and humbled by the opportunity to speak to Walmart's wide and diverse audience.

"It's important to us that Kindly is known not only for quality products, but more for creating a movement toward a more eco-friendly and attainable lifestyle for all.”

Eve Bastug, chief product officer at Gelmart, said the Kindly range had been launched after three years of development, trials and testing.

“In my 40-plus years of working in the industry, this was the most challenging project I've worked on, and it certainly feels the most rewarding,” she said.

“It took us three years to work towards a cup that is over 80 per cent plant-based. There is still work to be done, but our team is taking the steps to create a more sustainable future with beautifully crafted products that people can feel good about wearing.