Shires currently operates six funeral branches under the CPJ Field Baldock Group that overall has more than 30 funeral homes in the UK.
The funeral homes have teamed up with Against Breast Cancer to support its Hammocks for Hope initiative.
Both the charity and Shires are calling on women to deposit their “used, new or surplus bras” to the nearest donation station by 31 October.
The Comet reported that the bras and funds raised will be used for breast cancer research and that the bras will subsequently be recycled by businesses in Africa.
Donna Kennett, funeral home manager at the C.P.J Field Baldock said: “Our involvement with Hammocks for Hope was instigated by one of the funeral directors at Heritage & Sons and was something the wider team and myself, were keen to get behind.
“We’re proud that all six of the CPJ Field funeral homes across Bedfordshire and Hertfordshire have taken part, to date, we’ve had a great response from the communities with just under 100 donations so far with a week to go.”