Circular Chic: Belgian Brands Embracing Circular Fashion
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The future of fashion is circular, with forward-thinking brands paving the way. Through initiatives like upcycling, circular production, and second-hand collections, Belgian brands such as Mayerline, Lee Cooper, JBC, and A.S.Adventure are each driving their own efforts to reduce waste and promote more thoughtful fashion practices. With these initiatives, these brands are offering a fresh perspective on how fashion can minimize its impact.
Re-New Your Wardrobe with Mayerline’s Upcycled Coats
Mayerline is bringing new life to outerwear with their RE-NEW by Mayerline Brussels collection. With this initiative they turned pre-loved garments into luxurious, upcycled coats. Instead of producing new materials, the brand recycled unsold coats, and transformed them into fresh and new designs. By using these existing high-quality garments, crafted from luxurious fabrics like wool and cashmere, Mayerline reduces waste and extends the lifespan of their signature outerwear. In celebration of Belgian Fashion Week, from October 12th to 19th, Mayerline presented this exclusive capsule collection of 54 upcycled coats.
3x Mayerline
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A Jeanious Move From Lee Cooper
Lee Cooper has embraced circularity in denim production with their Circular Denim collection. This initiative focuses on using 99% natural fibers and washing processes designed to minimize water and energy use, helping to reduce the overall environmental footprint. By eliminating leather patches in favor of laser-etched logos, the brand ensures that its jeans are easier to recycle at the end of their life. Lee Cooper’s efforts reflect a commitment to enhancing resource efficiency within their production methods.
3x Lee Cooper
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Fashion for the Next Generation
Recently JBC proudly launched their second-hand baby clothing store in Wijnegem Shopping Center. This initiative encourages parents to buy pre-loved, high-quality items, extending the lifecycle of clothes. It also underscores JBC's commitment to a circular economy and conscious consumption. With friendly prices, this collection is a boost to both the wallet and the environment.
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2x JBC
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Second Life
From one little adventurer to the next one. A.S.Adventure's Second Life collection is a qualitative collection of second-hand outdoor jackets and fleeces for kids. Children grow rapidly, quickly outgrowing their wardrobes; these clothes end up prematurely in the landfill, even though they are still in perfectly good condition. No more! The Belgian outdoor & lifestyle retailer gives them a second life, with every item to tell their own story and many more adventures to come. Discover the Second Life second-hand collection in 12 stores in Belgium.
Nice detail: each piece of clothing gets a label “for the new adventurer” to write down the name of your child. However, the label also provides space for the next adventurers, as the intention is to really extend the lifespan of these pieces.
3x A.S. Adventure
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