Leave it to an Italian intimates company to trade one kind of stuffing for another. Its mission: To recycle used bras into soundproof building insulation. Over the course of six weeks, Intimissimi encouraged women to drop off their used bras at its stores across Italy. To sweeten the deal, each customer who brought in a bra received €3 ($4) towards the purchase of a new one — just in case Russian model Irina Shayk’s entreaties to “help save the planet” weren’t convincing enough.