Love your fashion with a side order of sustainability? Then you’ll adore the new upcycled Urban Outfitters line called Rework. WGSN’s Faye Howard, Associate Editor of Retail & Buying finds out more.
On the back of their success with the upcycled Urban Renewal range, Urban Outfitters has launched its second in-house designed line Rework. It’s a limited-edition collection of timeless, separates created entirely from sustainable and vintage fabrics.
With three drops per year, each collection is made from limited runs of remnant fabric, which determines how each garment will be created, allowing each creation to be unique and special.
The exclusive collection is also unique in its competitive price points ranging from £40-120, which considering that the complete collection is sourced and made in London, goes against the grain when it comes to pricey in-house designed high-street collections as we know them. Plus, each item will be labelled with its own specific number in the run.
In-house designer Rosie Ingleby explains: “Rework aims to bring back the freedom of design and creativity to the high-street, driven by the fabrics that we find and the limited runs that this dictates. It offers something that we hope will appeal to the Urban customer’s individuality,” she said.
“For me, bringing manufacturing back into the UK is really important in terms of supporting local businesses. To be able to do this within a company such as Urban Outfitters is a really exciting thing! The whole process becomes more personable from start to finish, and it means that we are not restricted to the traditional seasonal calendar. We make everything in North London, so it really is close to home, ” she added.
Not only does this feed into the increased appetite for vintage and original dressing on the high-street, but also caters to those who are conscious about the environment, a great way for Urban Outfitters to claim back accountability within the industry and promote sustainable design and manufacture.
Under the watch of European Managing Director Emma Wisden and Head of Design Lizzie Dowson who both joined the brand from Topshop last year, the aim is to offer newness through experimental design, at the same time as remaining commercial with the Urban Outfitters’ core customer at the heart of the collection.
True to form, the collection oozes 90s attitude but designs are clearly more refined and considered. The first twelve-piece collection features sports tailoring, a raw hem tea dress, a gingham slip dress and a stand-out organza shell styled over a body-suit, a far cry from the adolescent 90s trends as we know them. This cohesive collection appears to strike the balance between individuality and aspirational dressing giving the Urban Outfitters’ girl an accessible piece of exclusive design at an affordable price point.
The collection is available now online and in the flagship Oxford Circus Store.
Want more? Check out this blog: A starters guide to high-street shopping (if you care about your eco-footprint)
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