Behind the glitz and glamour of the fashion industry lies pollution, manmade greenhouse gas emissions and water waste. The fashion industry is one of the leading factors of climate change. The overwhelming pollution caused by fast fashion has affected various environments, but brands such as REFASH are putting their foot down and calling for change. REFASH is an online fashion brand that focuses on sustainable clothing. Their up-cycled pieces are changing the way consumers shop and they are ultimately working hard to reverse the negative effects of fast fashion. Read our exclusive interview with REFASH below.

Where are you based?
We are based in Mumbai, India.

What inspired you to create REFASH?
I founded REFASH in April of 2018. I was really interested in the space of sustainability and upcycling and wanted to do something that would marry design with sustainable consumption and production. The idea of REFASH came to me after I attended an upcycling workshop where I realised how easy it was to use creative ways to turn garments that we had mentally discarded into new things to wear.

This led to the birth of REFASH - the world’s first platform for upcycled fashion and accessories. It’s a singular space for all things upcycled where you can know more about brands who create products out of post-industrial and post-consumer waste and also shop them.

REFASH is really exciting as it is a hub for many sustainable brands. Why did you think it was important to create this database/online store of many sustainable designers?
When I was researching about what was happening in the space of upcycling back in 2018, I realized that a there actually were a lot of brands creating products out of different kinds of waste materials but what was missing was a platform that brought them all together under one umbrella and gave upcycling the momentum of a movement. That’s why we created REFASH.

Here you can discover stories of brands creating upcycled clothing, footwear, jewelry, home decor, etc; shop them; discover DIY videos of how to upcycle things at home; discover events on upcycling around the world; discover books on upcycling, and more! It’s really a space for all things upcycled.

You are especially focused on upcycling. Can you explain what is upcycled fashion, and what is its impact on the environment?
Upcycling refers to the creative utilization of any kind of pre-loved, old, discarded material that had reached its end of life. It is then made into a new and contemporary product of higher value.

According to stats, almost 90% of products that are discarded to landfills could have been re-used, re-worn, or upcycled. By extending the life of these discarded products, you end up reducing the waste that ends up in landfills that ends up choking our planet.

"We believe strongly that waste isn’t waste until someone actually wastes it." Jejune loves this statement. Can you elaborate on it a little?
This is an amazing statement and one that we really believe in. Any and every product that is looked at as waste can be seen as a resource instead. All we need to do is change our perspective. For example, an old newspaper can be used to create fun craft projects for kids. You could make newspaper bags or newspaper coasters instead of the paper just lying around the house waiting to be given away. Or an old bedsheet can be upcycled into a kimono dress or a skirt! You can find a lot of DIY projects here.

Some people worry about the quality of used fabrics. How do you reassure your customers that upcycled clothing is as good as new?
This is very important - just because a product is upcycled doesn’t mean that it isn’t durable. Each designer/brand that we work with ensures that the raw material they use to create upcycled fashion is tested for quality as well as industrially cleaned to ensure that hygiene standards are met. Each product goes through a very detailed quality check, design, and production process to ensure that the finished product is unique, one of a kind, and will last a long time.

You have a collection of several great and different designers. What goes into deciding to sell a particular brand? Do they have to meet a certain level of sustainability?
Yes, the selection process is quite detailed. Our team talks to each brand to understand their brand philosophy, where they source their raw materials from, how they design their collections, etc. Only once we are satisfied that the products are genuinely upcycled and of a certain standard do we go ahead and partner with the brand. Some products are fully upcycled and some are partially upcycled. We try to be as transparent as we can about how each piece is designed and manufactured.

A lot of sustainable brands are very expensive; however, your pieces are all fairly priced. How are you able to find the balance in staying slow fashion and accessible?
This is a misconception that sustainability needs to come with a higher cost. We ensure that we showcase a range of products that could suit everyone’s budget.

COVID-19 has been devastating for many fashion brands. How did the pandemic impact REFASH and your designers?
The pandemic has slowed business growth for everyone across the globe; however, it’s also triggered an interest in conscious consumerism. There are a lot more conversations around sustainability, what it means, why it's important, etc; hence, we feel that this is the right time to be in this space. Consumers are demanding the brands they love to do better by adopting ethical practices of production, using earth-friendly fabrics, and paying fair wages. This is a good shift and something that Covid-19 has helped in.

How are you staying positive during a shelter in place?
It’s been a difficult time - I think we all have our good days and not so good days during this time. In terms of work, for me, just being able to discover new brands on an everyday basis that are creating such incredible pieces out of discarded materials gives me the motivation to keep going. We are in a very exciting space and that’s what really helps me stay focussed and positive.

What is your motto in life?
Work hard. Everything else will fall in place :)

To learn more about REFASH, please follow them via the below platforms:
https://refash.in/
Instagram: refash_

Photo Credits - Ajay Jaiswal.

Upcycling Fashion with REFASH