Upcycling is a trend that is gaining momentum in the fashion industry. More and more fashion labels are embracing the concept of upcycling, which involves repurposing waste materials or used goods to create something new. This approach not only helps reduce textile waste but also taps into the growing demand for sustainable and eco-friendly fashion. In this article, we will explore the business models of two upcycling textiles companies, MOOT and Avenir, and examine the extent to which upcycling can be implemented on a large scale.

The Growing Need for Upcycling

According to a study by McKinsey & Company, Europe generates around 7.5 million tonnes of textile waste every year. This figure is expected to rise as the average European produces over 15 kilograms of textile waste annually. This alarming trend calls for innovative solutions to tackle the issue of textile waste. Upcycling offers a tried-and-tested concept that can transform waste materials into valuable fashion items.

MOOT: Making Upcycling Fashionable

MOOT, a Berlin-based fashion label, is dedicated to upcycling and aims to integrate this concept into everyday life. The brand's founders, Michael Pfeifer and Nils Neubauer, believe that upcycling should be a normal part of society and fashion consumption. Their concept store in Berlin's Ostbahnhof showcases a wide range of upcycled products, from T-shirts made from old bed linens to coats created from woollen blankets.

The founders source their raw materials primarily from two large textile sorting companies, Geo-tex Textilverwertung and Textrade. These companies provide MOOT with a steady supply of discarded textiles that can be transformed into fashionable garments. The brand has experienced rapid growth since its launch in April 2020, expanding its product range and collaborating with multiple channels for distribution.

Avenir: Redefining Denim with Upcycling

Avenir, another upcycling textiles company based in Berlin, focuses on transforming denim waste into fashionable products. Founder and designer Sophie Claussen developed the brand's concept while working at the Berlin Textile Port, where textile donations are collected and sorted. Avenir not only sources materials from the textile port but also incorporates leftover fabrics from production sites in Portugal.

The brand's made-to-order products are handmade in their Berlin studio, with some models produced in small series in Portugal. Avenir's goal is to offer exclusively locally produced upcycled pieces while also exploring more affordable options through small-series collections. By utilizing denim waste and collaborating with production sites, the brand aims to maximize the potential of upcycling and reduce textile waste.

The Role of Consumers in Upcycling

While upcycling textiles companies like MOOT and Avenir are making significant strides in the fashion industry, the success of upcycling ultimately depends on consumer behavior. Both Pfeifer and Claussen emphasize the need for consumers to rethink their needs and consumption habits. They believe that consumers must be willing to invest in upcycled fashion, recognizing its value and the effort put into creating these unique and sustainable garments.

However, the challenge lies in bridging the gap between consumer demand for sustainable fashion and their willingness to pay a higher price. Upcycled fashion is often more expensive due to the labor-intensive process involved in transforming waste materials into new products. To make upcycling more accessible to the masses, consumers need to understand the value of sustainable fashion and be willing to support upcycling textiles companies.

Conclusion

Upcycling textiles companies like MOOT and Avenir are leading the way in transforming waste materials into fashionable products. Their innovative business models showcase the potential of upcycling on a large scale. However, the success of upcycling ultimately hinges on consumer behavior and their willingness to embrace sustainable fashion. By supporting upcycling textiles companies, consumers can contribute to reducing textile waste and promoting a more sustainable and eco-friendly fashion industry.