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#ReduceRecycleReuse

Fast Fashion isn’t free. Someone, somewhere is paying.

– Lucy Siegle

What is Black Friday? 

 Black Friday is when retailers mark products down with huge discounts – incentivising mass consumption.  This started after the Great Depression in the ’50s, where retailers wanted to move their “Red” declining lines of their sales to black. Hence the name. 

But why is this not a solution anymore?

Giant clothing companies and brands all over the West are patterning toxic consumer behaviour, where they are encouraging mass consumption with unethical low prices. 

100 billion pieces of clothing are made each year even with current ‘efforts’ of introducing sustainable lines within big brands, otherwise known as Green Washing. 

Fashion Breakdown : how we are making a difference

Over here at 4649.REC we are championing upcycling, customisation and recycling of loved items that exist to give them a new lease of life.  Our principles are that clothes carry history, a story and a potential to be REinvented, REimagined to REConnect us with what we already have.

You might be wondering how? We will take you through our “Fashion Breakdowns” where we offer you in-depth transparency of how we make/source our clothes.

Here’s a run-down of how we rejuvenated these basic jeans:

They are 100% Denim Cotton

The jeans are sourced from a rescued production sample that didn’t make it to full production

Patches customised artfully onto the jeans are fabric scraps utilised from leftover production / vintage yukata


This piece has been hand-bleached to RE-invent the story of the hoodie and REalise its full potential.

The Obiage (orange belt) has been donated, it is detachable and can be used as a scarf. 

The Obijime, a chord that holds a kimono sash in place is reimagined as a part of the hoodie


There is always a way to REConnect to clothes we have by Upcycling. This is an example of that.

Rescued T-shirt revived with Japanese accents of vintage Yukata patches.

Leftover fabrics from our kimonos have been utilised. We value no waste.

How we can all help :

We can help by not adding to the consumer vortex by actively choosing not to purchase new things and choosing to build on the thing we do have. You can support local independent brands this week like us at 88 Regent Street, where all 6 Brands at the concept store have formed an alliance against Black Friday Sales. Or you can opt for sustainable products or pop in to see us for customisations. This week is about honouring ethical and sustainable practice to work towards a fairer and healthier society. 

If you want to see more fashion breakdowns : 👉 Check out our IG

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