Victoria's Secret Goes Green

Victoria’s Secret, the largest women’s lingerie retailer in America, will reportedly go green in the near future. Victoria’s Secret, the largest brand in the publicly traded Limited Brands, along with its more youthful Victoria’s Secret Pink, are making plans to enhance their environmental appeal by introducing mini collections of environmentally conscious items. The apparel will likely include fleece t-shirts, tank tops, and accessories made from organic cotton.

The brand believes that their consumers are ready to have some eco friendly options when shopping. However, the items will only comprise a small portion of the brand’s collection. Victoria’s Secret was launched in 1977 as a more personalized and inviting means of lingerie shopping. The more vibrant VS Pink line was introduced to target a younger generation, including teens and tweens.

Plans are still in the works to determine how Victoria’s Secret can enhance public consciousness surrounding green retail. After receiving massive criticism for printing its catalogs on paper from clear-cut Boreal forests in Canada, in December the company switched to a recycled paper source.