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This Hoodie is...

"We're in the middle of our ReclAIMEd investigation to explore what can we do with this problem around dead clothing at the end of the line.

The problem that sees mountains and mountains of clothing in India with cows walking over them, the problem that sees clothes going to the Third World and the Third World saying we don't want these anymore. Cause we've got enough.

The problem which sees fast fashion, having people wear something for a moment, have no identity or connection to it and then throw it out. The problem that within a generation where no one owns something for more than 20 or 30 years. So we're here to explore how we can try and reclaim that dead stock, how we can utilise the cloth that's already been created and work with it and see how we can regenerate it."

Jack mb

AIME ceo and founder

Listen to the podcast

"This kind of like creative, unheard-of thinking is really with what's needed in this space. There's so many problems with the way the system operates and the way it's set up. Over time sustainability became one of the cornerstones of our business and focus minimizing our impact as much as we can."

"It's not just a t-shirt that we are wearing. That's something that somebody has probably been massively underpaid for and slaved away working 22 hours a day to make thousands of those t-shirts and a pretty meaningless, boring job and a hot factory that doesn't meet health and safety regulations. When you see all of that, you can't unsee it. And that does help the penny drop for a lot of people."

"I got interested in the power of fashion and textile to be able to communicate the influence it had on behavior change and style of how people live their lives. Instead of burning clothes, we can turn them back to cotton and make new clothes out of them. I have a strong belief in like the ReclAIMEd idea and fashion as a communication tool for behavior change tool."

"I don't think there is a silver bullet or a clear solution that's available that we can all just tap into right now, but it's something that we do need to start peeling the layers back of what the problem is, where does it stem from? What's the situation."

"...we aren't meant to be the second largest industry for producing carbon. A ridiculous percentage of the plastic in the ocean comes from synthetic garments that are washed in your washing machine and go out into the water system."


Celeste Tesoriero

Sonsai Studios and ReclAIMEd project lead

"...awakening into the problems that fashion can create for people on the planet just really snowballed into every facet of my life. Once you start learning about sustainability, you can't unlearn it. There was no way I could go back, to working for brands, not doing the right thing."

Got a question about ReclAIMEd?

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