Attractive fashion doesn't always have to come from major clothing chains or expensive designer brands – a fact that two young fashion designers from Stuttgart are demonstrating with their label “Wiederbelebt” (meaning “revived” or “resurrected”). Their brand is a complete pioneer in the field of upcycling.
says Oguzhan, describing the vision behind his brand.
The two of them gained their expertise partly from their degrees in Fashion Design and Management, and Textile Technology and Management. They also had several years of professional experience, which provided them with relevant insight. Ultimately this led to them wanting to do a few things differently and take a clear stance: Production lines in low-wage countries? No thanks! Growth? Yes, please, but not at the cost of the environment.
The items of clothing sold by Wiederbelebt are created by means of upcycling. For this, they use something known as “dead stocks”, excess industrial products. In addition to the fabrics, this also includes haberdashery items, such as buttons, etc. Unlike with recycling, the purchased greige goods are reused in their original form. In contrast, the recycling process creates or weaves new fabrics using a great deal of water and energy. It is not always easy to produce according to these principles:“The challenges lie in the design and pattern development because it sometimes is not clear which fabrics are available and in what quantity and whether the haberdashery items we have will go with them. However, things have leveled out well in recent years,” explains Oguzhan. Three to five new models a month show that things are working well.
The small store in the heart of Stuttgart exudes its own unique flair. To know that the items of clothing in the store are produced in the production facilities right next door creates a personal feeling and one of trust. The production facilities have the air of a traditional manufactory. What's more, lots of the items here come hearts and minds, as Oguzhan confirms: “We forego all complicated trend research. A large part of our inspiration for new pieces comes from our own designer brains. When paired with aspects from the latest fashion shows and elements of fast fashion, we create trendy cuts with our own unique style.”
And the fashion by Wiederbelebt is made even more attractive by the clear conscience you get when buying one of their pieces. If you're quick enough, you could get your hands on one of the just 50 units of each item.