Jeans + Creativity = Re:Cut The Label
Re:Cut The Label is a luxury upcycling brand turning existing resources such as deadstock denim fabric and second-hand jeans, into well-made designer collections, not only extending but enhancing the lifespan of textiles.
Some of the main issues in the fashion industry today are the excess use of virgin resources and the amount of fabric waste we leave behind. By using excisting resources we can; 1/ limit the amount of virgin resources that we use and 2/ extend the lifespan of the fabric we do use, keeping them away from landfills.
I would like to show that it is possible to create both attractive and conscious collections locally which is my interpretation of proximity; I would like to support the local textile industry and collaborate with other smaller local companies and artisans. As a contrast to the local we have a website and online store which you can view from anywhere around the world and I am constantly, through different social networks, making new connections with likeminded people from all around the world, where our strive towards a more sustainable fashion future brings us together. So far away, but yet, so close.
The video you are watching aims to introduce Re:Cut The Label and show a selection of pictures and behind the scenes footage from our local production process and our photoshoot in and around the area of Malmö in the Southern part of Sweden.
The image pictures are taken at the beautiful Limestone Quarry in Malmö; Limhamns Kalkbrott, and the studio pictures are from the photographers studio in Helsingborg.
Factroy images of garment production from Malmö Industries
Garments from Re:Cut The Label
Re:Cut The Label Founder and Creative Director: Pernilla Greek
Video Production: Alexander Jansson / Malmö
Photos: JKF Photos / Helsingborg
Models: Zainab and Ella, Sweden Models / Malmö
