IMAGES Courtesy of schuh
In recent years, the state of fashion has inspired much discussion about the industry’s wasteful practices, excessive luxury and dubious commitments to sustainability targets. Meanwhile, Gen-Z and millennial shoppers are increasingly turning to pre-loved fashion for their wardrobe wish lists – according to Drapers’ Gen Z and Millennial Report published in 2023, over two thirds of respondents revealed they have purchased second-hand fashion items.
Founded in 2016, curated vintage and reworked clothing Vintage Threads understands what matters most to today’s fashion fanatics. Driven by the brand’s zero waste mission and a passion for rescuing clothes from being sent to landfill, Vintage Threads launched its Rework department in 2019 to give vintage clothes a new life through its unique, one-of-one upcycled collections. Having quickly garnered fans in red carpet royalty including Ariana Grande and Emma Chamberlain, and with stores popping up across London, Vintage Threads is reimagining the future of fashion without manufacturing any new materials.
Similarly, footwear retailer schuh has been leading the fashion retail space with its transformative contributions towards a circular fashion system. Having already donated over 200 tonnes of end-of-life footwear to Recyclatex – which, in turn, has powered the planting of over 23,717 trees in partnership with the World Land Trust via its Plant a Tree programme – schuh’s commitment to sustainable innovation is clear.
Ahead of Earth Day, the two sustainable leaders have come together to launch a limited-edition schuh x VT Rework collection that has been crafted using pre-loved footwear, embodying both of the brands’ ongoing efforts to create a more circular fashion industry. From denim vests to leather biker jackets, puffer bomber jackets and cross-body bags, each piece tells its own story of reinvention and revival.
By upcycling footwear that has been donated to schuh’s Sell Your Soles take-back initiative, the collection breathes new life into pre-loved footwear by creating 57 one-off items spanning outerwear, accessories, and homeware – all handmade in the VT Rework studio using footwear by globally recognised brands from New Balance to Nike.
“Crafted with purpose, this collaboration between schuh and Vintage Threads is a partnership where authenticity thrives and our conscious brand values align seamlessly,” says Vintage Threads co-founder Freddie Rose.
The schuh x VT collection will be exclusively available in schuh’s Oxford Circus store, with 100% of profits going to schuh’s Sustainability charity partner, World Land Trust, an international conservation charity that protects the world’s most biologically significant and threatened habitats.
“Celebrating an exciting new milestone on schuh’s journey towards creating a more circular economy, this partnership with Vintage Threads underscores our ongoing commitment to social responsibility,” says Stephanie Legg, Chief Marketing Officer at schuh. “As we expand our responsible product offering, we are continuing to meet the demands of our conscious consumers, while helping them to make more sustainable fashion choices, and through charitable donations to World Land Trust, we’re not only funding the future but actively protecting it.”
“We are thrilled to receive support from this collaboration between schuh and Vintage Threads,” adds Daniel Bradbury, Director of Brand Communications at World Land Trust. “The donations we receive signify more than just financial contributions, they symbolise a collective commitment to environmental preservation. By supporting this collaboration, consumers are contributing to the restoration and protection of our natural ecosystems.”
The collection launched from 15th April in the schuh Oxford Circus store. To hear more from the founders of Vintage Threads, you can read our latest Small Business Stories on BRICKS Learner Platform.
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