Sustainability trending as recycling becomes a label to wear with pride

Renowned as one of the country's first sustainable fashion figures, Zhang Na founded Reclothing Bank in 2010, which has showcased more than 1,000 sustainable items at the Shanghai Fashion Week over the past 13 years.

Besides upgrading the brand itself in recent years, Zhang has observed significant changes in consumer demands, markets and enterprises in the sustainable development path.

The brand specializes in designing fashionable and sustainable items by using old fabrics and items that have been discarded as waste.

Its independent research and development have formed a unique closed-loop system of recycling, regenerating, selling, and public welfare, making it a "spiritual lifestyle" brand with sustainable fashion as its core.

Earlier this year, Reclothing Bank launched its first concept flagship store at The Inlet in Shanghai.

"Consumers are interested in the sustainable concept, but many of them believe that it is expensive and boring. One of the reasons for opening the store is to show more consumers that it is a tangible concept and can be actually purchased," Zhang says.

Communicating with consumers brings Zhang new insights into the market.

"Our youngest customer is 14 years old and the oldest is 70, but they all accept and love our philosophy and design. In addition, the secondhand clothes recycling bin outside our store is almost full every day. The donated clothes are washed and neatly folded into the box. I can tell that everyone donates good clothes that are no longer needed," Zhang says.

In addition to consumers, the attitude of enterprises is also changing. "More responsible companies are willing to pay for good and eco-friendly designs," she adds.

Reclothing Bank has been collaborating with Starbucks since 2016 to sell environmentally friendly designs. During the Dragon Boat Festival in 2020, they manufactured a bag made of recycled plastic bottles and sold about 1.2 million bags.

"Each bag was made of 33 recycled plastic bottles," she explains.