Supporting alternative energy

Some causes are close to your heart.

Triumph International (Japan) is a lingerie maker known for taking that metaphor literally with its line of concept underwear. Having previously tackled issues such as encouraging voter turnout and reducing the use of disposable chopsticks, the marketing team at Triumph recently announced its support for solar power.

Their, yes, solar bra sheds light on the use of alternative energy in our everyday lives. With a photovoltaic panel, the bra generates enough electricity to charge a mobile phone or MP3 player.

Unfortunately, these undies aren’t for sale—they’re just for show. And it doesn’t hurt to be reminded that these delicates need to see the light of day to produce power. So, even if you could buy them, covering them with clothing would render them useless.

The use of renewable resources in Japan, where Triumph focuses its themed underwear line, isn’t exactly a shocking revelation. Instead, the company is tapping into the growing popularity of consumer participation in combating climate change. Their latest green undergarment dovetails nicely with the Japanese government’s campaign to cut one kilogram of carbon dioxide emissions per person every day and goal to have approximately 70 per cent of newly constructed houses to be equipped with solar panels by 2020.

While Triumph might be seeking to lift and separate its own reputation from the rest of the current wave of green announcements with their latest public relations centrepiece, they are reflecting a growing consumer desire to take action to support the environment. And that is certainly getting them out in front of some international attention.