Etalon creates innovative posture correcting bras that are sustainably manufactured in the Bay Area using fabric from rPET (recycled post-consumer plastic bottles) with a modified structure that makes it biodegradable. When they launched their first product in October 2022, the company adopted a generous return policy, accepting even worn and damaged items. While this approach provided invaluable insights into customer preferences, it left the company with deadstock bras – a significant challenge for a small business committed to sustainability. Instead of sending these items to the landfill, Etalon reimagined their purpose and collaborated with the Fashion Department at City College of San Francisco (CCSF) to turn deadstock Etalon 1.0 posture bras into unique, upcycled designs.
“We just couldn’t bear the thought of discarding these bras into landfill,” says Etalon founder Kristina Rudzinskaya. “Instead, we saw an opportunity to breathe new life into them while supporting our local creative community. It’s a win-win for sustainability and talent development.”
As part of the project, CCSF fashion students were given returned Etalon bras to use as their canvas. They were challenged to preserve the garment’s structural integrity while adding creative elements, decorations, or embellishments that showcased their artistic flair.
This collaboration was led by Professor Jill Giordano, whose guidance inspired students to push their creative boundaries and approach the project with innovation and intention. Here are some of their creations.
Rian Bowen
Rian Bowen drew inspiration from the beauty of winter weather in the city, replicating rain and dew on flowers through delicate lace and beadwork. Her design features hand-stitched lace patterns on the bra and an accompanying skirt, complemented by beads for a dewy, shimmering effect. Sticking to the bra’s original black-and-white color scheme, Rian incorporated ballerina-inspired touches, including a lace-up ribbon detail on the back for a refined, graceful aesthetic.
Photographer: Luke Wold @tonal_imagery. Model: Dorothy (Athena) Pulling @theoneathen
Bekah Brandt
Bekah Brandt drew inspiration from the optical etalon, a device used to filter light. Her design features white “rays of light” entering the garment’s straps and emerging as vibrant colors on the opposite side. She transformed the bra into a pickleball dress, complete with an attached skirt and intricate parallel stitching using stretchable thread.
Photographer: Luke Wold @tonal_imagery. Model: Kristina Kolesnikova @kolesnikovakris
Zen Trent
Zen Trent reimagined the bra as part of a babydoll-inspired lingerie dress, blending elegance with playful charm.
Photographer: Luke Wold @tonal_imagery. Model: Kristina Kolesnikova @kolesnikovakris
Emie Mitsuno Hernandez
Emie Mitsuno Hernandez leaned into her initial feelings of safety and security when wearing the Etalon posture bra, translating these emotions into a bold statement. Reflecting on the heightened sense of vulnerability many women feel in today’s political climate, she created a cropped jacket inspired by armor and outdoor survival gear. Using entirely upcycled fabric and hardware from a pair of snowboarding pants and a military vest, Emie’s design merges strength, protection, and sustainability in a striking and empowering piece.
Photographer: Luke Wold @tonal_imagery. Model: Breeanna Kristine @breeannakristine
Shanu Rawat
Shanu Rawat designed a highly versatile piece that works seamlessly for every occasion – from the gym to the tennis court, shopping, and even cocktail parties. Her creation pairs effortlessly with leggings, skorts, jeans, or skirts of any length, offering a blend of practicality and stylish adaptability for the modern woman.
Photographer: Luke Wold @tonal_imagery. Model: Hanna Aliashkevich @neurannette
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