Frequently Asked Questions

  1. Why reuse? Why not focus on mainstreaming eco-ethical brands instead?
    It is not an either/or situation for us. Reuse is the middle ground between eco-ethical fashion (currently limited in styles and unaffordable to many) and fast fashion (cheap and convenient, but with many ethical and environmental downsides). We think a combination of strategies can bring us to the tipping point of transforming the fashion industry. That’s why we partner with individuals, organisations and businesses who adopt all kinds of approaches - from organising sewing workshops, creating collections of organic, fair trade clothing, to those researching new recycling technologies. There are many ways to create change.
  2. If you really care about sustainability, shouldn’t you be focusing on “reduce”?
    We understand that for many (including ourselves), clothing is a powerful tool for self expression. So while we do urge people to think twice before buying, we are also creating a society in which diverse identities could flourish ethically and ecologically. We support a reuse economy through refreshing, restyling and redesigning used clothing. And we believe that normalising reuse naturally leads us to reduce. We’ll all buy less if we can refresh our wardrobes rather than buying new each time. We believe that fashion can be a force for good and a key driver for a sustainable economy, and that style can be all about confidence, creativity and collaboration.
  3. If you are successful and reuse becomes the first choice for all - wouldn’t that cost (clothes making) people jobs?
    The jobs of the fashion industry will soon be replaced by robots and machines in this new age of technology and artificial intelligence. In any economic transitions there are winners and losers, and the real question is “how do we retrain this labourforce for the new economy”, as opposed to “whether or not we should move away from the current, unsustainable model”. The same goes for fossil fuel sector workers in the age of renewables. To play our part, we are creating jobs by bringing value back to “vintage skills” e.g. embroidery and sewing, which we foresee will be critical skills in the future, closed-loop world where resources are maintained at its highest utilisation value at all times.
  4. Why choose the fashion industry?
    We dress to express who we are. Changing the clothes we wear is the most visible and powerful statement every individual can make against fast fashion and the multiple ills associated with it. The current fashion industry also thrives on extraction and exploitation in more ways than one. Environmental impacts include: 25% of the world’s chemicals is being used for textile production. Around 10% of the world’s global carbon emissions result from the apparel and textile industry. The textile industry uses more water than any other industry apart from agriculture. Socio-economic impacts include: Child labour, dangerous working environment and long working hours along the supply chain; slaves to fashion trends on the consumer end - fueled by marketing that incentivises hyper-consumption which takes advantage of the deeper yearning to belong and seek (temporary) fulfilment in the little joys of shopping bargains, a distraction from all the other fundamental things in life that many cannot afford to own.