Why did you choose upcycling as your USP?
I decided that I could not start a sustainable business without dealing with the sheer amount of waste already in existence. Each year, $500 billion is lost due to the underutilisation of recyclable clothing (according to the Ellen MacArthur Foundation), and less than 1% of all materials produced for clothing are being recycled into new clothing. We saw this as an opportunity.
The exorbitant amount of waste generated in the fashion industry inspired me to represent the circular economy standard; the label is a representative of what fashion could and should look like. Fanfare reduces waste by turning clothing and textile waste into premium products. It allows us to be more innovative with our collections and intelligently reuse existing materials.
We are transforming vintage pieces into unique contemporary designs, combining elements of second-hand and surplus clothing by giving existing materials a new life through various textile techniques. We have a recycled collection that takes clothing and textile wastage that would have ended up in landfill and repurpose them into new garments.
By shopping our recycled jeans, each pair saves 9500 litres of water; the 34 kg of CO2 emitted to produce one pair, similar to taking a car and driving for 111 km; and 1 kg waste from UK landfill; and supports 1.5 days of fair working conditions and pay.
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