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Quality-Oriented Consumer as the Driving Force of the Economy

The nature of consumer behavior during and after the crisis determines which products and services will be available in Estonia in the future. But not only that. Consumer choices affect innovation. This applies to fashion and every other industry. Every crisis is both a threat and an opportunity. One thing is clear, something will change. In the last three decades, our society has emerged victorious from all the crises affecting Estonia. As a result of the last crisis, the Estonian economy focused heavily on the ICT sector, but this time the key could be to concentrate our efforts on the production and consumption of sustainable, high-quality products. The Estonian people exited from the world’s largest empire during its governing crisis...

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We Make Sustainability Affordable

  We have always prioritised the sustainability of the Planet and Mankind. Our academic background enabled to study the industry deeply for maximising sustainability and produce only from leftovers. It empowered us to develop the UPMADE® certification. But this is clearly not enough to change the industry. We’ve been rethinking and evaluating our business model. This has caused changes. We swiped retailers out from our pipeline. Why? Our products weren’t competitive enough. Despite our customers belonging into the LOHAS (i.e. lifestyle of health and sustainability) segment, that prioritises the sustainability of the Planet and Mankind, they also prioritise the sustainability of their wallet. LOHAS is a homo economicus. Let’s face the calculations. An average person in Europe makes about 1500-2000...

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Recycling

As you all know, our main focus is on upcycling – globally and locally. However, we also recycle on a smaller scale, to help tackle the blight of textile waste in every way possible. Many people don’t know the difference between upcycling and recycling. Upcycling is a process which creates a product of higher value than the original, and recycling is when you use waste as material to manufacture a new product. The latter is what we will be focusing on in this blog post.  According to the European Commission’s report “Towards an EU Product Policy Framework contributing to the Circular Economy”, recycled materials only account for around 1% of all materials used in textile production. It’s a surprisingly small...

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EU Green Deal – What Does It Mean?

If we continue our current consumption habits, by 2050 we will be consuming as if there were three planets. And what’s more scary is that annual waste generation is projected to increase by 70% by 2050. All of this is happening to our planet Earth, which we have just one. Change needs to happen and it needs to happen now.  The European Green Deal launched a strategy for a climate-neutral and resource-efficient economy, to help bring the concept of circular economy to the mainstream, so that we can finally achieve climate neutrality by 2050. Their action plan includes everything from packaging to textiles, electronics to consumer awareness. In this article, we want to focus on three main areas: the circular...

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Local Upcycling – Carpets Made From Post-Consumer Denim

The EU has set a goal to send all textile waste back into Europe-generated circulation by 2025. But how should it be done and what are the potential solutions? Currently, many countries don’t do any form of waste reappropriation. Estonia is a great example of how textile waste goes into landfill or gets burned – both equally bad for the environment. Thus, the second-largest polluter, the fashion industry, is a major waste generator. Just making one product uses a lot of resources, and that’s why a linear or “take-make-dispose” economy is a big burden on our planet. For many years, we at Reet Aus have focused on finding better solutions in product development to make every process in the company...

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