Upcycling Brand RWRK Studio Transforms Obsolete Towels into Trendy Streetwear Essentials
In the heart of Greenwich, south-east London, a revolution in the fashion industry is taking shape. RWRK Studio, an innovative upcycling label founded in 2023, is making waves by transforming discarded materials into stylish clothing and accessories.
The brainchild of Farouk Braimoh, RWRK Studio's inception was sparked during his three years working as a sales assistant at Burberry. Witnessing the waste of unsold or damaged clothes, Braimoh saw an opportunity to create a more sustainable fashion future.
RWRK Studio's unique approach to fashion helps divert textile waste from landfills and incineration, addressing the fashion industry's problem of an estimated 92 million tonnes of textile waste produced annually, much of it from unworn or barely used garments.
Braimoh sources materials second-hand, purchasing towels by the kilogram from hotels and gyms that need to dispose of their old stock. These towels are then meticulously transformed into a range of upcycled streetwear pieces, from tote bags retailing at £28 to a forthcoming summer collection that includes a pair of shorts, and a winter collection featuring a hoodie and joggers.
The brand's customer base skews slightly female, with around 60% women to 40% men, and ranges widely in age, from 21 to 45. Sixty-five percent of RWRK Studio's customers are based in the US, reflecting the growing global interest in sustainable fashion.
RWRK Studio's studio is a testament to its ethos of thrift and reuse. Every item, from the design table to the chairs and sewing machines, is pre-loved. This approach not only conserves resources but also promotes sustainable consumer habits through unique, upcycled pieces made from materials that otherwise would have been discarded.
The shift towards pre-loved clothing has been largely driven by younger generations due to factors such as sustainability, affordability, and concerns about poor working conditions in clothing production. This trend is evident in the rise of global sales of pre-owned clothes, which rose by 18% in 2024 to £156bn.
Upcycling, for Braimoh, brings back creativity and makes an impact by taking fewer clothes to landfill. In 2024, RWRK Studio made £85k in sales and aims to reach £150k this year. The brand made over £581 million in sales in 2024 and had more than 45 million registered users on Depop, a testament to the growing demand for sustainable fashion.
Vinted, another platform promoting pre-loved clothing, reported over 105 million registered users in 2023. As the world becomes increasingly conscious of its environmental impact, it seems that upcycling could indeed be the future of fashion.
[1] Source: RWRK Studio website [2] Source: Ellen MacArthur Foundation [3] Source: Circular Fashion Partnership
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