Circular Fashion-Focused Labels
Reet Aus Emhasizes the Importance of Circular Design
Kalin Ned — November 27, 2025
The fashion label Reet Aus, founded by a researcher specializing in circular design, operates on a production model that prioritizes the conversion of textile waste into new apparel and accessories. Its manufacturing philosophy, designated as UPMADE, is a certified system focused on utilizing leftover materials from other production processes, thereby aiming to drastically reduce the environmental impact associated with new garment creation.
Reet Aus' product range includes items such as shirts, totes, hats, and scarves, each with a specific narrative regarding its recycled content — from the upcycled cotton and the reconstituted wool to the innovative lyocell fibers derived from cotton scraps.
The circular design-focused company provides quantitative claims regarding the ecological benefits of its methods, stating significant reductions in water and energy use and carbon emissions compared to conventional production. On average, each garment utilizes 99% water, 91% energy, and emits 92% less CO₂.
