again&again Jeans can be Upcycled into Brand New Jeans
Katie Ross — May 6, 2020 — Fashion
References: againandagainapparel & instagram
again&again is a circular fashion brand building 100% upcycled jeans that are more comfortable than cotton ones and designed to never be thrown out. The company, founded in 2019, is bringing "inJEANious sustainability solutions to a timeless industry" by offering an environmentally friendly and wildly comfortable alternative to a closet staple: jeans.
There are two elements of again&again's model that make it truly unique in the men's fashion space. First, again&again uses 100% lyocell fabric that is softer, lighter, and more breathable cotton, making its jeans wildly comfortable and enables them to be upcycled through a clean, chemical recycling process. Second, again&again has built a circular consumption model so that its jeans can be upcycled indefinitely.
Many U.S. denim companies are talking about sustainability right now, but this is the first adaptation of a fully circular model to create 100% upcycled jeans.
There are two elements of again&again's model that make it truly unique in the men's fashion space. First, again&again uses 100% lyocell fabric that is softer, lighter, and more breathable cotton, making its jeans wildly comfortable and enables them to be upcycled through a clean, chemical recycling process. Second, again&again has built a circular consumption model so that its jeans can be upcycled indefinitely.
Many U.S. denim companies are talking about sustainability right now, but this is the first adaptation of a fully circular model to create 100% upcycled jeans.
Trend Themes
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Circular Fashion — Opportunity for other fashion brands to adopt a circular consumption model to create environmentally friendly and upcycled products.
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Lyocell Fabric — Potential for textile manufacturers to explore the use of lyocell fabric as a softer, lighter, and more breathable alternative to cotton.
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Sustainable Denim — Demand for sustainable denim products presents an opportunity for the denim industry to develop innovative and eco-friendly solutions.
Industry Implications
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Fashion — Fashion brands can disrupt the market by adopting circular consumption models and creating environmentally friendly products.
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Textile Manufacturing — Opportunity for textile manufacturers to produce and supply lyocell fabric as a sustainable alternative to cotton.
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Denim — The denim industry can capitalize on the growing demand for sustainable products by exploring eco-friendly manufacturing processes and materials.
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