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Hong Kong-based upcycled fashion brand The R Collective has just launched its first-ever “made-on-demand” collection. Called Refashioned, the collection is made from rescued waste fabrics and customers can select their size, style and materials for their tailored garment. By only making pieces that are in demand, this business model further reduces waste by limiting excess inventory.
Launched on August 3, the 20-piece upcycled collection includes functional wardrobe staples that will never go out of fashion, such as jumpsuits, dresses and trousers. Each garment is made only when customers decide to buy after choosing their favourite style, sizing and even the type of excess rescued fabric, from lyocell to nylon.
Now available on the brand’s e-commerce site, Refashioned marks the world’s first “Upcycling Verification Program” issued by Swiss certification body SGS.
This versatility gives us options, whether we are working from home or the office, traveling or continuing to social distance, to reflect the changing world we live in, whilst also responding to cultural shifts in attitudes calling for a slowing down of fashion.Denise Ho, Brand Creative Officer at The R Collective
“Refashioned is timeless and versatile and suits customers’ ever-changing lifestyles that, due to Covid, are harder to predict,” said Denise Ho, the brand creative officer at The R Collective.
“This versatility gives us options, whether we are working from home or the office, traveling or continuing to social distance, to reflect the changing world we live in, whilst also responding to cultural shifts in attitudes calling for a slowing down of fashion.”
The brand’s new collection that runs on a made-on-demand business model comes as the fashion industry faces increasing pressure to green its operations, particularly as the pandemic shifts consumer priorities and preferences towards sustainability.
Common inventory waste has been a particular issue affecting fashion houses in recent months, as the coronavirus continues to ravage retail operations, sales and disrupts the industry’s supply chains.
The R Collective responded by pivoting our supply chains and mode of retail to give our customers what they want and when in order to avoid waste.Christina Dean, Founder & CEO of The R Collective
“Covid-19 let fashion’s previously rather hidden waste story out of the bag. Businesses and consumers are looking for solutions,” explained Christina Dean, founder and CEO of The R Collective.
“The R Collective responded by pivoting our supply chains and mode of retail to give our customers what they want and when in order to avoid waste.”
Refashioned will also be packaged sustainably using the solutions provided by Avery Dennison, from water-soluble hangtags and zero-waste product labelling made with recycled materials.
In a previous interview with Green Queen, Dean, who is also the founder and chair of circular fashion charity Redress, spoke of the rise of e-commerce and digitalisation in the age of coronavirus, alluding to the digital features embedded into Refashioned’s made-on-demand model.
“Coupled with the fact that planes are grounded and people can’t travel means that fashion – which relies on glamorous shows and events to create that priceless feeling ‘desire’ – has a challenge on its hands,” she told Green Queen.
“Virtual events will have to take the place of the physical, in some places. Digital marketing needs are on the up, and buyers will need to start virtually buying, replacing that all important ‘touch and feel’ with a click and a swipe instead.”
All images courtesy of The R Collective.