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To Upcycle means to give a new and improved life to a material or product that already exists. Our priority is to become less dependent on virgin materials, by designing for Durability and Circularity.
Brands represented by this principle get creative with existing materials and focus on turning them into better and more useful products. They use deadstock and industry excess materials to develop new fibres, innovative products or create clothing. They find and re-purpose products that already exist, such as Second Hand and Vintage items. They give a new life to left-over stock of previous collections.
Nothing goes to waste — everything is valuable.
