Urban Outfitters is attempting to become more eco-conscious by creating a clothing line made from repurposed fabric.
The 'Rework' collection is made from "limited runs of remnant fabric" and shows off neutral colors and the in-fashion styles of the moment that the company tends to push out. The collection was designed as both a response to criticisms of "fast fashion" that say it is wasteful and harmful, as well as in a general effort to make a statement that fast fashion can be friendly to the environment.
The limited quantity of items in this repurposed fabric clothing collection gives it an air of exclusivity that is not normally present in fashion that comes from chain stores.
Recycled Chain Store Clothing
Urban Outfitters' New Clothing Line Features Repurposed Fabric
Trend Themes
1. Eco-conscious Fashion - Urban Outfitters' 'Rework' collection demonstrates a move towards sustainable fashion.
2. Repurposed Materials - The use of limited runs of remnant fabric in Urban Outfitters' 'Rework' collection is a disruptive innovation opportunity.
3. Limited Quantity Collections - The exclusive nature of Urban Outfitters' 'Rework' collection presents a trend towards limited quantity collections that drive demand.
Industry Implications
1. Fashion Retail - Urban Outfitters is a leader in the fashion retail industry and could inspire other fast fashion companies to embrace sustainable fashion practices.
2. Sustainable Fashion - The use of repurposed fabric in Urban Outfitters' 'Rework' collection is a trend within the sustainable fashion industry.
3. Textile Recycling - The use of limited runs of remnant fabric in Urban Outfitters' 'Rework' collection could inspire the textile industry to focus on repurposing discarded fabrics.