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Sustainable and Ethical brands at the heart of London’s famous shopping district

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The 88 Regent Street pop-up edit for sustainability:

4649.REC joins a collective of 6 brands to champion alternative consumption on 88 Regent Street with a dedicated space for sustainability, ethical consumption and conscious fashion.


This area has always been the key place for any Japanese visitors and residents in the UK, and it is an honour to be taking part in this initiative. We are looking forward to connecting with a wider audience and showcase that we can look good while caring for people and the planet.”

Yumi Sakaki, The founder/designer of 4649.REC

Why Regent Street?

With its regal architecture and central placement in West London’s shopping district, Regent Street is one of the most famous shopping streets in London. Regent Street has been a significant landmark known for its impressive portfolio of designer brands and stores. The street is visited by approximately more than 7.5 million people a year. All wanting to shop and browse.

Here’s why the pop-up store on 88 Regent Street is vital to the revolution of ethical fashion. 1 Roof shared by 6 sustainable fashion brands is the beginning of a change. Imagine this: the pop-up store is a window of opportunity to veer into future consumption and envision the high street solely operating on independent and sustainable fashion wellness brands.

What we offer: On-site customisation

Meaningful, shared and reconnecting to our roots is what we at 4649.REC value. The store has tailored a personal and dedicated shopping experience giving the opportunity to explore our one-off pieces designed by 4649.REC. Not only that, but we also treasure the practice of upcycling and the spirit of mending to reinvent clothes for another cycle of use. Therefore, we have on-site customisation at our pop-up store. If you have clothes in need of a revamp, then you will definitely want to visit and consult with us. From previous customisation workshops with the Fashion District Festival, it is great fun interacting with people and a shared learning experience on how we consume. We invite all to come and learn about how we can practice sustainability in our daily lives.

What makes us special as a sustainability brand:

Everything is made from upcycled kimono and traditional Japanese garments. No two are the same and have their own distinct story. Just ask Yumi, our designer and creative director of 4649.REC.

It is imperative to come and explore as soon as possible as this collective of sustainable brands is here only until the 27th of October and you don’t want to miss the opportunity to connect with us.

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Welcome to the future of fashion: Fashion District festival

Come celebrate the 5-day Fashion District Festival running from 22nd-26th September with us to advocate sustainability and innovation.

‘When something has been mended it becomes more beautiful as it becomes rich with history.’

– philosophy of kintsugi

Grow, Watch, Make and Shop: 

The festival will be an opportunity to experience an intimate and interactive event that will give you a chance to see what positive changes in the fashion future can look like for all of us.  Under the umbrella of RETURE, we 4649.REC are among other designers who will be providing intimate

The purpose of the festival is to uplift and highlight designers from diverse backgrounds pursuing fashion business with sustainability in mind.  This was touching the surface of creative possibilities of upcycling fabric into something else. Upcycling, Reusing and Re-focusing is a great way to reconnect with our choices and stories behind them. 

We will show you how to revamp your clothes using patchwork with our beautiful collection of vintage kimono fabrics leftover from our production. Yumi, our founder and designer, will be conducting the ‘MAKE’ Workshop and expressing her own aptitude for repairing clothes with a Japanese twist. You can find us running a workshop with the fashion district festival showing you how to repair and transform your clothes as you give them a second lease of life. You can also find a selection of our upcycled kimono pieces at the RETURE marketplace stand, located in Westfield Stratford shopping centre.

The essence of 4649.REC:

We aim to inspire the use of upcycling, recycling and reusing one-time cultural garments into our everyday life as effortless streetwear with a hint of attitude and a Japanese spin on your wardrobe. 

Spaces are very limited so get your tickets now and join us for your journey to REconnect with your roots, don’t miss this chance to RE-think, RE-construct and RE-style your wardrobe.

We believe in building a sustainable community based on our own values of RE-creating what our history and culture mean through our dress. Through patchwork and MAKING together, we can figure out a future that will sustain both the environment and humanity, this workshop is one step in achieving that.

Check out our previous collaberations

‘Say ‘I DO’, the sustainable way @ RESELLFRIDGES with RETURE’, The stunning bridal gown is now on display and available for sale at our new pop-up store at 88 Regent Street.

What we have on next:

The 88 Regent Street pop-up edit’– Onsite customisations and one-of-a-kind upcycled kimono pieces available for you to purchase right now at 88 Regent Street, come to say hi.

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Say ‘I DO’, the sustainable way @ RESELLFRIDGES with RETURE

No more ‘Bridezilla’ with our sustainable brands matching you with your dream dress: 

RETURE with RESELLFRIDGES have come together in a special union with a sustainable Wedding pop-up collection, that ran from 2nd August to 5th September.  And we, 4649.REC were invited to add to the edit with our own customised, upcycled kimono pieces. As RETURE’s in-store designers, we invited customers to witness how we transform garments and how they could be re-customised, reimagined and reused for your special day.

Getting passionate with our sustainability aims: What started our love affair with upcycling and RETURE

RETURE launched online in November 2020 as the world’s first fashion upcycling platform. RETURE’s aims are to encourage upcycling and sustainable fashion.  This collaboration was about exploring a circular retail model and a part of Selfridges shift into navigating sustainable efforts in consumption.  A hopeful and exciting step in the right direction for fashion and retail giants.

Our one-of-a-kind pieces were lovingly made using upcycled kimono handed down to Yumi, our creative designer and founder, and this is how we have reimagined a beautiful mix of traditional Japanese apparel into wedding attire: 

Love for the future: Our aims for ethical consumption

On average, 30% of our clothing in wardrobes has been left untouched for at least a year, according to the Waste and Resources Action Programme. Not to mention, that 350,000 tonnes of wearable clothing go to landfills in the UK every year.

RETURE’s collaboration with us was a green initiative taken on with creativity on behalf of Selfridges’ goals to commit to a greener and circular mode of experiencing fashion.  

Here’s how you can champion it:

  • Buy with conscious materials in mind: look for organic, all-natural fabrics like cotton, silk, wool and try to avoid fabrics containing elastane. 
  • Get thrifty: find Ethical sources and shop locally, this benefits your community and helps build a sustainable practice.
  • Re-purpose, Re-cycle and upcycle your own clothes: grab some of your loved-up clothes that have seen better days and start your own DIY project and get creative. 

What we have on next: The Regent Street Edit

Running from the 3rd of September we will be joining 6 other brands on 88 Regent Street where you can come find our pop-up store. We believe in a slow, circular fashion and welcome you to join our personal and tailored shopping experience. We have onsite customisations available for you and our one-of-a-kind pieces made from upcycled kimonos that could be yours.