How do these brands turn "garbage" into trendy brands?

In recent years, more and more clothing brands have been practicing the concepts of "environmental protection, sustainability, and reuse" in their products, starting from themselves to protect the environment, calling for a sustainable fashion to become a daily routine, and showing a positive lifestyle.

As sustainable fashion gradually becomes mainstream culture, which brands have already made a presence in the fashion world by relying on these environmentally friendly concepts? From the moment they were born, they have used their actions to prove that fashion and environmental protection can coexist and symbiotically coexist.

1. Re/Done

Re/Done is from LA and was founded in 2014 by two young people, Sean Barron and Jamie Mazur. As the name suggests, Re/Done stands for modification and reproduction, and it does recycle old Levi's jeans and then split them up for reuse. This environmentally friendly practice has won it a lot of praise.

Since the two designers agreed that Levi's is the brand that best represents the spirit of denim, Re/Done collected and recycled vintage Levi's jeans from all over the world, cleaned and processed them, and then sewn them into new denim items.

In this process, Re/Done does not do the so-called "refurbishment of old models", but uses a special cutting process to make the new jeans conform to the personality of Re/Done. It can make the wearer have a more perfect leg shape and hip line. At the same time, it is more close-fitting than Levi's vintage clothes, softer, more comfortable and elastic.

This versatile jeans style can be worn with any pose. The hems are distressed, creating a raw edge that exudes a retro vibe. This has made them a favorite of many European and American actresses.

Re/Done maintains its commitment to tailor-made jeans, combining and remaking vintage Levi's pieces to create unique jeans you won't find anywhere else. Jeans once destined for the recycling yard find a second life here, not only satisfying people's desire for stylish individuality through meticulous detail, but also contributing to environmental protection.

2. Stella McCartney

Stella McCartney is a luxury, eco-friendly fashion brand founded in 2001 by designer Stella McCartney in partnership with the Gucci Group. Prior to founding the brand, she was the creative director of Chloé in Paris, where she achieved immense success with her unique designs. A lifelong vegetarian, and a lover of fashion, McCartney is deeply aware of the harm traditional materials like leather and fur can cause to animals and the environment. This led her to explore how to seamlessly integrate luxury fashion with ethical practices.

Therefore, the brand adheres to environmentally friendly and animal-friendly principles throughout its entire process, from design to production. Leather, feathers, skin, or fur are never used in the making of their clothes. Instead, they innovatively utilize sustainable materials such as vegan leather and plant-based alternatives. From fabric development to store operations, every aspect of the brand is committed to minimizing its environmental impact, constantly exploring more environmentally friendly production processes and resource utilization methods. It can be said that environmental protection and ethical responsibility are integrated into every detail of the brand's development.

Stella McCartney not only adheres to environmental principles, but also designs that combine feminine elegance with modern practicality. The brand has created a rich collection tailored to the needs of diverse demographics, encompassing womenswear, unisex collections, childrenswear, accessories, and more, maximizing practicality and inclusiveness.

Its design combines minimalist style with bold creative elements. It has well-cut suits, smooth dresses, and colorful and patterned coats, all of which can meet the needs of high-end fashion wear; just like Stella McCartney's commitment to sustainable fashion, it is worthy of admiration.

3. Reformation

Reformation is an eco-friendly fashion brand founded in 2009 by designer Yael Aflalo, who previously designed numerous pieces for Urban Outfitters. A passionate environmentalist, Aflalo's passion for fashion and his awareness of the environmental impact of clothing led him to consider how to achieve both environmental sustainability and fashion.

Therefore, the brand uses environmentally friendly materials throughout its clothing and packaging. 65% of the garments are made from sustainable materials, another 15% are from expired materials from textile companies, and the remainder comes from used clothing recycling centers. Even the hangers and packaging are made from 100% recycled materials. This truly takes environmentalism to the extreme.

Reformation is not only environmentally friendly but also fun and fits perfectly. We have created different series for different people to maximize the practicality of the clothing design.

Its design is simple and elegant, taking into account the wearing needs in all aspects; just like Aflalo's zero waste and sustainable environmental protection concept, it is worthy of admiration.

4. Patagonia

Patagonia is an eco-friendly outdoor clothing brand founded in 1973 by designer Yvon Scheinard, an avid rock climber with extensive experience in outdoor equipment manufacturing. His passion for the outdoors, coupled with his witnessing the severe environmental impact of the clothing industry, inspired him to explore how to make outdoor apparel both functional and sustainable.

Therefore, the brand adheres to the "Five Rs" (Reduce, Repair, Reuse, Recycle, and Reimagine) throughout its entire production process, from production to after-sales service. Recycled materials are used extensively in the production of its garments. For its Spring 2024 collection, 98% of the production line utilizes recycled materials, including recycled polyester, recycled nylon, and recycled wool. The brand has also developed innovative Yulex® natural rubber to replace traditional neoprene. After-sales service includes repair centers and "Adventure Sewing Kits" to help consumers extend the life of their products. During the shopping season, the brand even runs "Don't Buy This Jacket" campaigns to promote responsible consumption. It can be said that environmental awareness is integrated into every aspect of the brand's operations.

Patagonia is not only renowned for its environmental commitment, but also for its exceptional durability and functionality. The brand has created a rich collection tailored to different outdoor activities and demographics, encompassing equipment and apparel for rock climbing, trail running, surfing, and more. These collections cater specifically to men, women, children, and infants, maximizing their practicality and adaptability.

After the great success of its bag series, FREITAG spent five years extending "environmental protection" to the clothing field, developing F-ABRIC materials for the production of T-shirts and jeans. This raw material is even safe enough to be used in baby clothes.

Its design focuses on outdoor needs and pragmatism. It includes the C series underwear known as the "all-round king of outdoor underwear", as well as classic clothing that proposes the three-layer outdoor dressing method. All aspects can meet the wearing needs in extreme environments; just like Patagonia's adherence to the earth's home, it is worthy of admiration.