Discarded towels transformed into fashionable urban essentials by RWRK Studio, the innovative upcycling brand.
RWRK Studio: London-Based Upcycling Label Addresses Textile Waste
In the heart of Greenwich, south-east London, RWRK Studio is making waves in the fashion industry by transforming discarded clothing and materials into stylish streetwear and accessories. Founded in 2023, the label has been successfully upcycling towels from gyms and hotels into unique, individualized pieces, diverting textile waste from landfills.
Farouk Braimoh, the founder of RWRK Studio, shares a deep commitment to sustainability and creativity. His journey began during his secondary school years when he started a side hustle selling cookies due to financial struggles. This early entrepreneurial spirit led him to envision a future where upcycling could be the future of fashion.
Braimoh's initial attempts to pitch the idea of upcycling unused stock at Burberry and Tommy Hilfiger were met with resistance, but he remains undeterred. Instead, he has turned his focus to RWRK Studio, where he is confident he can meet the growing demand without worrying about material shortages. In fact, Braimoh envisions a future shop or even a space in Selfridges for RWRK Studio.
The response from customers has been overwhelmingly positive. The brand's first towel-based product, a tote bag retailing at £28, has tested well, and RWRK Studio is planning to release a summer pair of shorts and a winter collection, including a hoodie and joggers.
RWRK Studio's approach to fashion resonates with a growing number of consumers, particularly the 18-34 age group, where more than 80% report wearing pre-loved clothes. This trend is reflected in the global sales of pre-owned clothes, which rose by 18% in 2024, reaching £156bn.
The brand's customer base is diverse, with the usual age range being about 21 to 45. Interestingly, 65% of RWRK Studio's customers are in the US, and the brand's customer base skews slightly female, with around 60% women to 40% men.
RWRK Studio's commitment to sustainability goes beyond just upcycling. The brand sources all items in their studio second-hand, including design materials, furniture, and equipment. This approach positions them as a small independent brand committed to improving the environmental impact of fashion through creativity and resourcefulness.
As the fashion industry continues to grapple with the issue of textile waste, RWRK Studio serves as a shining example of how creativity and resourcefulness can be harnessed to make a positive impact. With a target of £150k in sales for 2024, it seems that Braimoh's vision for a sustainable future in fashion is gaining traction.
[1]: Source: RWRK Studio website [3]: Source: The Guardian [5]: Source: Waste and Resources Action Programme (WRAP)
- RWRK Studio's innovative approach to fashion, addressing textile waste by upcycling materials, has sparked interest in the lifestyle, fashion-and-beauty, and sustainable-living sectors, showcasing the potential of business models that prioritize sustainability and creativity.
- As more consumers seek out environmentally-friendly options, the home-and-garden segment could witness a shift towards sustainable practices, given the influence of thought leaders like Farouk Braimoh and his distinctive upcycling label, RWRK Studio.
- Aiming to expand beyond London, RWRK Studio's future plans involve establishing a presence in renowned retailers such as Selfridges, appealing not only to their diverse customer base in the UK but also their substantial customer base in the United States, reflecting global trends in business and sustainable living.
