Executive Summary

Re-Story is a partnership between Retold, a vintage brand, and Layer, a sustainability consultancy, with the shared aim of reducing waste through retelling garments’ stories and striving toward a more sustainable fashion industry where second-hand and reworked are more than just trends, but the definition of the industry. The collaborative project will culminate in a capsule collection of zero-waste garments, created using deadstock vintage fabric and a collection of carefully curated vintage pieces supplied by Retold’s consumers, to provide the wearer with minimalist, stylish wardrobe staples with a sustainable flare, increasing the exclusivity of the garments.

With the vintage and second-hand market rapidly growing, this capsule collection will provide a USP for Retold’s business model, increasing and diversifying offerings, attracting more customers and expanding the brand. This capsule collection will enable Retold to test planning, creating and launching a consistent line of reworked clothing using waste fabric, utilising Layer’s resources and expertise, with the aim of implementing the reworked clothing line permanently following a successful partnership and collection.

The collection will be promoted through a carefully planned launch campaign to reach a wide audience, from a broad demographic. Re-Story aims to increase Retold’s community, and the collection will enable clothing to be celebrated and purchased without a guilty conscience, demonstrating that wearing waste doesn’t compromise style.

CNN Style, 2020.