Circular Business Models Inspire Change in Chinese Lingerie Retail

If you're keeping an eye on sustainable fashion trends, you’ve probably heard about circular business models—but did you know they’re quietly revolutionizing the Chinese lingerie market? From rental services to resale platforms and zero-waste design, brands are rethinking how underwear is made, sold, and reused. As a lifestyle blogger who’s tracked eco-fashion for over five years, I’ve seen plenty of greenwashing come and go. But what’s happening now in China feels different—because it’s backed by real consumer behavior shifts and hard data.

Take this stat: a 2023 McKinsey report found that 68% of urban Chinese consumers aged 18–35 now prefer brands with clear sustainability practices. That’s not just talk—lingerie startups like NEIWAI (内外) and Ubras are responding with take-back programs, recycled fabrics, and modular designs that extend product life. These aren’t side initiatives; they’re core to their business strategy.

Let’s break down how circular models work in practice. Below is a comparison of traditional vs. circular approaches in lingerie retail:

What makes circular models stick in China? It’s not just ethics—it’s economics. Platforms like Xianyu (Alibaba’s secondhand marketplace) have normalized pre-owned lingerie sales, especially among Gen Z. In 2023, Xianyu reported a 142% year-on-year increase in used bra listings. Yes, people are buying and selling gently worn underwear—and brands are leaning in, not running away.

NEIWAI, for example, launched a “Reborn Program” where customers return old bras for store credit. The brand sanitizes, repairs, and resells them at a discount. Since 2022, they’ve diverted over 120,000 garments from landfills. That’s impact you can measure.

But let’s be real: circular fashion isn’t perfect. Challenges like hygiene perception, logistics, and scalability remain. Yet Chinese consumers’ openness to innovation—paired with government push for a ‘dual carbon’ goal—creates fertile ground for growth.

In short, if you care about sustainable lingerie, look to China. The blend of tech infrastructure, consumer readiness, and bold branding is setting a new global standard. And as someone who’s tested dozens of eco-brands, I can say this movement isn’t just trendy—it’s transformative.