Photo: Courtesy of Reet Aus
Brand Bio is Fashionista’s guide to the best independent fashion and beauty brands — a resource for retailers, job seekers, B2B companies and consumers alike. If you’d like your brand to be featured, fill out this form.Reet AusHeadquarters: Tallinn, EstoniaE-commerce: reetaus.comSocial Media: Instagram / Facebook / Youtube / LinkedinWhat: A fashion brand focused on quality basics and circular design and manufacturing methods.Price Range: $50-$350Founder: Reet AusOrigin Story: Reet Aus is an eponymous brand founded in 2012 by Reet Aus, a PhD and senior researcher specializing in circular design at the Estonian Academy of Arts. Her focus lies in developing “sustainable” fashion solutions that challenge traditional production models by integrating upcycling and recycling practices.After uncovering the toxicity of fast fashion and how harmful textile waste is to the planet, Aus wanted to find a better solution. She knew there was a way to provide stylish, wearable clothing to customers with less impact on the environment.Aus’ work has spearheaded the Upmade® science-based production method in collaboration with the Stockholm Environment Institute (SEI). This innovative method enables the upcycling of textile waste during the garment manufacturing process, transforming leftover materials into new products. Each piece “respects labor rights” and “avoids harmful chemicals.” The Reet Aus brand is also incorporating Digital Product Passports (DPP) and Lifecycle Assessments to further enhance transparency across the entire value chain and support its commitment to circular design.From soft T-shirts to streamlined skirts to warm recycled wool sweaters, Reet Aus allows consumers to build a chic capsule wardrobe that serves as a “sustainable” alternative to fast-fashion basics.
Photo: Courtesy of Reet Aus
Stockists: Wolf & Badger, The Canvas, The Shop at Scandinavia HouseHero Products: Up-shirt ($75) PR Representation: VLIV CommunicationsHow to get in touch: [email protected] (wholesale); [email protected] (jobs/internships)Want your brand featured? Hit the link below.
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