Reet Aus Goes 100% Circular


Our world is naturally circular. Earth’s ecosystems, when left alone, are self-sustaining. Most living things have a symbiotic relationship with the planet, giving as much as they take. One example of this is photosynthesis, in which plants convert carbon dioxide and water into energy, releasing a waste product that is essential for life on Earth: oxygen. The planet doesn’t need to attend conferences or adopt resolutions on sustainable practices. Perfect resource management happens naturally.

However unfortunately, our current economic system is linear, which means we take, make, use, and dispose. Our planet offers finite resources, so this practice is clearly unsustainable. To serve the needs of both people and the planet, our human-created systems need to be aligned with the natural rhythms and processes of Earth. And we don’t need to live in huts, without electricity or running water, to do so. We don’t need to give up our creature comforts. We believe that we can have our cake and eat it, too, by adopting a global circular economic system.

Therefore, we want to announce that Reet Aus will go 100% circular. We will introduce 4 different steps to our business model to make our brand more sustainable than ever.

Industrial Upcycling. We will continue industrial upcycling by using textile leftovers from mass production to make our garments. All products in the Reet Aus collection are UPMADE® certified and by using textile waste we save on average 75% water and 88% energy.

Reet Aus ReUse. We will start accepting old and worn garments from the Reet Aus collection to give them a new life and a new purpose. The clothes can be returned in-store or sent via mail and a 10% off discount code will be given with every return.

Local Upcycling. Customers will now have a choice of having an Up-Shirt made out of their old T-shirts. Or a new pair of jeans made out of their old jeans.

Reet Aus Recycling. Uuskasutuskeskus and Stockmann are still accepting your old jeans. The jeans will be sent to United Kingdom, where they will be turned into yarn, which we will use to make our knits. 

We are hoping that by going 100% circular we can influence others to do so as well, because in order for there to be a global shift towards a circular economy, major corporations need to get on board. Yet companies resist this kind of change, even when it’s good for the planet and sometimes even good for the wallet.

More updates on further details will come soon. Stay tuned.