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Sustainable Living: “It’s not you, but us” 

Mission Impossible? 

We say absolutely not – if we focus our efforts on reframing how we produce, organise and eliminate excess waste from our current modes of production. 

A circular economy is a framework that strives to eradicate waste by designing to reuse and reintroduce. It isn’t about individual responsibility, it is about building a collective understanding and awareness of a larger problem.

There are 3 Pillars to a circular economy:

  • Eliminating waste and pollution by design
  • Designing waste into recycling materials 
  • Regenerating natural systems

Think of a circle – observe how it is a loop and not a linear line. That is essentially how the economy should be designed to function. Materials are introduced, used, then recycled into their basic components to be re-introduced into production. 

So, what does a circular economy look like in Fashion?

A garment is designed to be apparel, at the end of its life it is stripped down to its basic fabrics to be recycled into a bag. The bag at the end of its life will be further recycled into the soles of a shoe. When the shoe has reached the end of its life, where does it go? Back to the producers where the basic components will be reverted back to the original fibre where the process starts again. 

Why all the hassle now? 

The world went through what the New York Times described as the ‘Pandemic Decluttering’. Everyone was forced to look in and make room for work, leisure and breathing spaces all within our homes. This resulted in people excavating receipts, appliance boxes and clothes that have been untouched by last summer’s trend. 

“Spring cleaning” – Our take on a REfresh

It’s become more clear now than ever that as creatures of habits we have some unpacking to do when it comes to making space for the current by repurposing and questioning the hoarded skeletons that have resided in our closets for decades and if they really need to be there.

We have finite resources, finite space in landfills and finite time in making efforts to revive the environment. The best step in the right direction is to consciously buy/mend and source with longevity in mind.

Reality check: We have ways before we make it to this much of an efficient arrangement as money, time and resources for this kind of operation are scarcely delegated with seriousness due to business competition. But in comparison to awareness 10 years ago, we have made huge steps as a whole in the right direction. 

Too much to take in?

The mission is possible if we invest in systems that design an ongoing loop that feeds itself to avoid excessive waste. And that can start from simple daily habits like:

  • Donate to thrift stores and charity shops 
  • Check the garment care labels on the garment and opt for  materials that aren’t mixed with polyester.
  • Get crafty with DIY mending – you can organise a mending group with your friends over tea, or hop onto apps like Sojo to find a tailor near you to ensure that something perfectly valuable isn’t discarded.
  • Set your washing machine at low temperatures (30 degrees advised) to save energy.

What about personal responsibility?

Oftentimes, consumer responsibility is used as a marketing strategy to alleviate the responsibility of 20 companies who contribute to 55% of the world’s plastic waste. These companies are a collective of Chemical, Oil and Gas giants. But amidst the helplessness, there is still hope as people, (including you and us) have been working towards alternative ways of consuming, this can look like supporting local independent businesses. Or, upcycling, mending, recycling. As a population, there has been a steady movement in changing our relationship with buying and overconsuming.

The 4649.REC way:

Our approach to design around wastefulness is to REinvent the old by upcycling old kimonos sleeping in Japanese households for multiple generations. Emotional design is a driving principle for the clothes we make which have the purpose of finding a positive chord to REConnect a preloved item with a new owner who will continue their story. This is a way to design waste away as a form of REsurrecting through RECycling.

Our ethos is RECycle, REvive and REConnect stories within the items we have and give them a new journey to be continued to the next generation and beyond, and we invite you to be part of our journey. Browse through our designs to see how the life of reclaimed kimono fabric has been reimagined by us.

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Celebrating the day of ‘adulthood’ with Kimono

 🍶Happy Seijun no hi 

Seijin no Hi (成人の日), known as the Coming-of-age day, known as the Coming-of-age day is a national holiday to celebrate a whole generation turning 18 years old (previously was 20), a commemoration of their new beginnings as an adult.

What’s the deal? 

This is our statement denim jacket, ‘Flower Wall’ made from Yumi’s Mother’s very own Kimono Obi from her Coming of age ceremony from decades ago.

Naturally, this beautiful fabric would not have seen the day of light had it not been for Yumi upcycling her mother’s vintage silk Obi.

 Due to the speciality of the fabric, Yumi has also upcycled it into a lampshade for her bedroom, as well as framing the remaining square of her mother’s kimono as a soulful reminder of how the brand was started. 

credit: KTW photographer

Today, the second Monday of January is an important welcome to their newfound adulthood, entry into society and the responsibilities that come with a new milestone. A day where the young adults of Japan are encouraged to embrace the marking of their reached maturity and a sense of belonging into a new phase of their lives, leaving behind their adolescence.

Coming of age ceremonies have been celebrated in Japan since 714 CE and one of the highlights of the day is the beautiful traditional furisode kimonoa long sleeve style of kimono distinguishable by its long sleeves, worn by young women.  And traditional Hakama, or western suit for the young men. Kimono rental services, stylists and traditional makeup/ hairdressers are all booked and busy for the masses of young adults on the big day. 

👘 Rental Kimono?

Yes, you heard correctly. Traditional kimonos, especially ones worn for special ceremonies are mostly made from pure Japanese silk, something you cannot wear for all kinds of occasions so newer generations are increasingly deciding to opt for rentals as this is the cheaper and more sustainable approach. 

However…

There are still thousands of kimonos tucked away into the quiet corners of the Japanese households as the heavy silk is deemed too extravagant for everyday wear. What a waste, no?

🕊️ The REC way :

Following the motto of “Mottainai”- ‘no waste’,  4649.REC found a way to customize and grant these special fabrics a new life.

This is why the new floor lamps and lampshades made with colourful silk Obis are ingenious additions to the 4649.REC range of bespoke upcycled products. 

credit: @kendal___eline

🧡 We wanted to REConnect with the very pieces of our culture that celebrate a new beginning in life and proudly use them in our daily lives instead of it being wrapped up in dark corners.

🙏

There are precious stories of youth and memories of a day that commemorates a young person’s journey into adulthood within the seams of their kimono. One of the commitments of the REC way is to REinvigorate by REConstructing something you can appreciate every day alongside the roots of its history. 

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

sustainable popup header

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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Embrace the summer sun with Kaori Yatsumoto’s upcycled kimono caps

[4649.REC x Kaori Yasumoto] Upcycled Denim Cap – “Gold Katana” Caps

As the summer months, protect yourself in style from the sun with the upcycled kimono caps, from our latest collaboration with Kaori Yatsumoto, using the same fabric as in our army co-ords and in our collaboration with Isaak Ayo.

“When I create my pieces, I strive to highlight the beauty of old fabric that was created through elaborate craftsmanship and to reduce waste as much as possible in my creations.” 

Kaori Yatsumoto

Kaori designs bespoke dresses, hats and accessories and we have been a big fan of Kaori’s creations for years – because of her vintage couture is characterised by its unique combination of 1950s Hollywood glamour with Japanese influences. To celebrate the release of these pieces, we have interviewed her to learn more about her brand, vision, inspiration and creative process.

4649.REC: How and when did you get into designing dresses, hats and accessories? Could you tell me more about your background?

Kaori: I originally came to London to study business. I began working in the travel industry,  but I always had a passion for fashion and art so I eventually decided to study dressmaking. I started designing women’s clothes and selling them online on Etsy. I find creating to be very therapeutic. Having become a mother, I also began selling children’s clothing and accessories online as well as in physical markets.

4649.REC: Your couture style combines vintage glamour and Japanese influences. Could you tell me more about how this came about and how you manage to reconcile both elements?

Kaori: I get my inspiration from the vintage style and the fabrics I find. I learned the pleating, ruching and draping process in London and love using Japanese chirimen* to create one-off vintage style one-off dresses. 

4649.REC: What inspired you to begin upcycling these fabrics from Japan and how do you acquire these fabrics?

Kaori: Originally, my mother and my aunt gave me their old Kimono and Obi belts that they no longer used. I began upcycling because I love the beautiful design and colours of kimonos. Each piece is made with silk and such intricate Japanese craftsmanship that I believe these pieces of wearable art should be treasured and kept, even if it is under a different form. When I make caps, I usually upcycle plastic bottles for laundry liquid to create the brim, but lately I have found it harder to find because people around me don’t use it any more (which is good thing). So unfortunately, at the moment, I am still searching for sustainable materials to upcycle for the brim.

4649.REC: Could you tell me a bit more about the pieces, which came out of this partnership?

Kaori: Yumi handed leftover fabric from a beautiful Obi Belt and I fell in love with the colours. I’ve always liked the combination of Japanese colourful design and denim so I thought upcycling denim and the Obi belt should be perfect. 

4649.REC:: Do you have a specific audience in mind when you create your pieces?

Kaori: Anyone who likes to dress differently from others, as each piece is unique and one of a kind. Anyone who understands the beauty of old Japanese design, and the importance of recycling and upcycling.

4649.REC: Lastly, what would you say is the key message behind your pieces? How do you contribute to the sustainable fashion movement?

Kaori: When I create my pieces, I strive to highlight the beauty of old fabric that was created through elaborate craftsmanship and to reduce waste as much as possible in my creations. 

Kaori also designs children’s apparel and accessories with a Japanese twist. Follow Kaori on Instagram to keep up with her latest projects.

[4649.REC x Kaori Yasumoto] Upcycled Denim Cap – “Gold Katana” Dark

*Chirimen is a plain-woven silk crêpe composed of raw silk yarn

More from the REC x Kaori Yatsumoto Collaboration:

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Discover RETURE : your new favorite online upcycled fashion boutique


Looking for some new unique and sustainable summer outfits? Look no further than RETURE boutique, a marketplace for sustainable brands offering a 10% discount for newcomers until May 31. Shop our products on RETURE boutique now. 

Founded in March 2020, RETURE is the only marketplace for upcycled fashion. As a part of the upcycling movement, RETURE intends to extend the life of garments, promote human craft in an increasingly digital era and celebrate local creative talents. Indeed, each designer featured on RETURE creates pieces using different material, which gives them their identity. 

RETURE’s mission is to encourage more people to try upcycling. Therefore, it offers a bespoke upcycling service, where you can find us to work directly with us for your upcycling needs. RETURE also strives to teach you how to upcycle your own clothes

What is upcycling? 

Upcycling is reusing (discarded garments or materials) in order to create a product of higher quality or value than the original. 

Entrenched in the ideas of slow fashion, upcycling intends to create a more circular fashion industry, reducing waste and emphasizing craft and creativity. Rather than mass production, short-lived trends and disposable garments, upcycling intends to repurpose and embellish existing materials to create memorable, unique and sustainable pieces. Upcycling attributes clothing an emotional, rather than simply economic value.

Why upcycle?

At first, you might be skeptical at the idea of upcycling their wardrobes. However, usually after the first try, you  fall in love with the creative process and proud of the results. How come?

  1. By reclaiming the creative process and creating your own pieces, you get to have something no one else owns. You can customize clothing sleeping in your wardrobe and create the pieces you have long sought-after and you can be sure of their quality. 
  2. The upcycling process also allows you to learn about design and develop new craftsmanship skills. 
  3. By using reclaimed materials, you are protecting the planet and preventing exploitation of garment workers in the fast fashion industry, one upcycled garment at a time. 
  4. As our founder/designer Yumi described when she explained the process of repurposing her mother’s kimonos, upcycling allows you to reconnect with yourself and potentially your cultural heritage, but also to create new ties with your loved ones and your community. Clothes are valuable because they are intimately linked with our memories. They carry stories. Whether you are upcycling your garments or those of your loved ones, the repurposed pieces will carry a special meaning, which you can proudly wear.

Want to help us make upcycling more mainstream in the fashion industry? Get on board with the RETURE movement and let’s make change together!

Photo Credit: @KTW Photography

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No-Sew,Origami Style DIY Face Covering Tutorial

no-sew DIY face mask

As a result of COVID-19 pandemic has and the use of single-use masks, over 1.6 billion face masks being discarded in UK landfills every months. We believe protecting ourselves also means protecting the planet. Therefore, 4649.REC has released a free DIY reusable fabric face mask pattern, which you can download and follow to create your own face mask. 

Not a fan of sewing? We also have simplified the process with this No-Sew DIY Face Cover Kit, which includes upcycled materials like kimono fabric and elastic bands from our London studio. In this short tutorial video, we guide you through the steps to create your own no-sew DIY face mask. Soon, you’ll want to start using your own upcycled materials to create personalized gifts for your loved ones.

Looking for some inspiration before you begin? You can check out 4649.REC’s upcycled face mask collection. Once you have created your mask, don’t forget to share it on Instagram using the hashtag #myupcycledmask and tag @4649.REC to join the movement to protect ourselves and our beloved planet, one mask at a time. 

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Come find us at LDC’s Latest Islington Pop-up

LDC and 4649.REC Spring 2021 PopUp at Islington Square

As the lockdown has been eased throughout the UK, we are excited to be back in Lone Design’s Club (LDC)’s latest pop-up in Islington Square. With its local, ethical and sustainable food and produce market happening between Fri-Sun, this beautiful and lively neighborhood of North London is ideal for a weekend stroll. 

At the beginning of the 20th century, a giant post office was built on Islington’s Upper Street. This beautiful baroque monument spreading over 15700m2 hosts a variety of botanical markets, creative community spaces, pop-up bookshops and independent retailers such as Lone Design Club. 

Islington square baroque building

Credit @IslingtonSq on Instagram – Image by @kesingtonleverne

Established in 2018, LDC strives to promote conscious fashion by connecting consumers to ethical and independent fashion and lifestyle brands with traceable practices and one of a kind items. You can shop our products* on the Lone Design Club website. This pop-up showcases our one-off pieces celebrating cultural heritage, diversity and meaningful conversations.

Rooted in the spirit of exchange and correspondence, stories continue to pass through Islington Square, no longer through letters and packages, but through creative and unique events, which bring together residents and newcomers alike.

Flowers at Islington Square

Credit @IslingtonSq on Instagram – Image by @kesingtonleverne

In a time where events and exchanges have gone digital, it is ever more important for us to recreate physical, personal connections with people. This holds true for the fashion industry as well. 

Come see our products in person and try them on before you make a purchase. You can also book an in-store styling appointment with our designer Yumi during the opening hours.

Come share your stories with us at the LDC Islington Pop-up: 

@ISLINGTON SQUARE 
116 – 118 Upper St, London, N1 1AB

May 4th-27th 

 HOURS:
Mon: 11am-5pm
Tues – Weds: 10am-6pm
Thurs – Sat: 11am-7pm
Sun: 12-6pm

We look forward to meeting you soon!

LDC Islington Pop-UP 4649.REC

*Please note LDC showcases Yoroshiku 4649 and 4649.REC products on the same page