Recycled Fashion by RWRK Studio: Remaking abandoned towels into trendy street-wear essentials
In the heart of Greenwich, south-east London, lies RWRK Studio, a groundbreaking fashion brand that's making waves in the industry by upcycling discarded towels from gyms and hotels into stylish clothing and accessories. Founded in 2023, the brand's mission is to reduce textile waste and promote responsible consumption.
According to a study published earlier this year, more than 80% of shoppers aged 18-34 reported wearing pre-loved clothes[1]. This trend is not lost on Farouk Braimoh, the founder of RWRK Studio. For Braimoh, upcycling is more than just a trend; he believes it could be the future of fashion.
Braimoh's journey into the world of upcycling began during his three years working as a sales assistant at Burberry. The idea of upcycling unused stock took shape, and by the end of Year 7, he had a loyal customer base and a taste for business.
RWRK Studio operates with a strong commitment to sustainability. They source everything secondhand, including materials and even furniture and equipment used in their workspace, making upcycling a core principle rather than just a trend. This approach directly counters the fast fashion industry's production of millions of tonnes of textile waste annually, most of which ends up in landfills or is burned[1].
The studio's first towel-based product, a tote bag retailing at £28, has tested well with customers. They have upcycled 200kg of towels so far this year, with 65% of their customers residing in the US.
The global sales of pre-owned clothes rose by 18% in 2024, reaching £156bn[1]. Platforms like Vinted and Depop, with over 105 million and 45 million registered users respectively, are testament to the growing interest in pre-loved fashion. Depop made over £581 million in sales in 2024 alone[1].
Farouk Braimoh's journey is a testament to the power of creativity and resilience. From selling cookies in school during his financial struggles in secondary school to founding a successful fashion brand, he embodies the spirit of upcycling - taking something old and making it new, valuable, and meaningful.
In 2024, RWRK Studio made £85k in sales, and their aim for 2025 is to reach £150k. As they continue to grow and innovate, RWRK Studio is not just redefining fashion; they are setting a new standard for sustainability in the industry.
[1] Source: Various reports and press releases from RWRK Studio.
Braimoh's financial success with RWRK Studio, founded on the principles of upcycling, aligns with the increasing trend among younger shoppers, as shown by a study that reports more than 80% of shoppers aged 18-34 wear pre-loved clothing. In the business world, the brand's 2024 sales of £85k and aim to reach £150k in 2025 demonstrate a promising future for sustainable, upcycled fashion, bucking the fast fashion industry's contributory practices of textile waste.
