LaundRE is stepping into new territory: retail.
This week the London-based tech-driven laundry launches ReLeased, its first collection of sustainably transformed deadstock denim. The limited-edition collection is made with jeans that were left over after an organization changed its uniform in 2017.
A U.K. recycler tipped the laundry off about the deadstock after he was asked to take the 1,000 pairs. LaundRE rescued the unworn cotton indigo jeans and has given them a second life at its circular denim hub in the Docklands.
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“The results are incredible. Once washed, the fabric softens beautifully, making them easy to style and they are surprisingly flattering,” Salli Deighton, LaundRE CEO and founder, told SJ Denim.
Initially, LaundRE used the jeans to test new chemistry. More of the team began experimenting with fun graphics in R&D which led to some finished pieces that were presented at Kingpins Amsterdam earlier this year. Deighton said they realized the jeans’ commercial appeal when a group of visiting students fell in love with the designs.
To expand the collection, LaundRE invited designers and influencers to create exclusive laser designs, which run the gamut from animal spots, snakeskin, paisley and camouflage to more abstract prints and optical illusion designs.
The jeans are all one size—a 44-inch waist—meaning LaundRE had to get creative with fits. “Once we styled and belted them, they looked amazing. Instagram and TikTok are full of hacks for styling oversized denim, and our campaign manager, Kira, transformed the fits using rope belts and ribbons,” Deighton said.
The jeans retail for 45 pounds and will be available on the online marketplace Vinted. LaundRE will also launch ReJoice, a limited-edition jean with laser Santa Claus prints.
Selling jeans to consumers is an unexpected turn for the laundry that opened this summer after years of planning by Deighton and partners. “Retail was never part of our original plan. As a startup, our focus has always been on delivering our core business model to reshore and refinish for brands,” she said.
However, Deighton said the need for upcycling solutions for recyclers and charities of all sizes is overwhelming. “[They’re] drowning in returns and textile waste and we have to find solutions,” she said.
The laundry has taken on some philanthropic projects like supporting a local hospice charity to upcycle 20 pairs of jeans they were struggling to sell for just six pounds each.
“These weren’t poor-quality pieces; they were Patagonia, Rock & Republic, G-Star, Polo Ralph Lauren and Levi’s. We honestly couldn’t understand how such good denim wasn’t selling,” she said. “For us, being able to help a hospice create a small jeans shop-in-shop and elevate their denim offering feels like a privilege. With used garments, we can batch-wash them and shading is never an issue, so supporting charities and recyclers in reducing waste is completely aligned with our purpose.”
With recyclers, Deighton said its more challenging as they need a “route to retail” so that’s why LaundRE is launching a Vinted shop. Additionally, the laundry is planning to create an online denim store with Reskinned, its fast-growing resale neighbor, next month, and is having conversations with retailers about selling upcycled collections in stores. Deighton said giving consumers the option to buy unique circular jeans is a great opportunity and LaundRE can drop new products on demand each week.
“If LaundRe can help drive change, reduce waste, and give garments a new life, then that’s a genuine and meaningful extension of our mission and exactly what our industry should be striving for,” she said.
