Blog

A unique chance for forward-thinking fashion brands and retailers...

In a world where sustainability is no longer optional, the 100x1000 Upcycling Club presents a unique chance for forward-thinking fashion brands to position themselves at the forefront of the circular economy.

By committing to upcycle 1,000 garments each year, you’ll not only reduce waste but also elevate your brand's reputation and appeal.
Download Your Full Guide
A Bold Move Toward Circular Fashion
In 2024, RethinkRebels organized an inspiring gathering with fashion brands, retailers, and circular solution providers—especially upcyclers—in collaboration with our brilliant partners at DCTV. This wasn’t just another panel discussion. We brought the right people together to tackle a big challenge: while the fashion industry is full of unused materials, upcycling remains the exception, not the rule. Why? Because brands are busy, there’s no clear roadmap, and it’s hard to find the right partners. The result? Missed opportunities, wasted resources, and lost impact.

With the support of Rijkswaterstaat – Ministry of Infrastructure and Water Management (IenW), we launched an ambitious pilot program with four fearless frontrunners: Studio Anneloes, 10DAYS, Patta, and King Louie. Together, we developed practical upcycling strategies and turned deadstock and returns into high-value collections. The outcome? A concrete, scalable solution that shows circular fashion can be profitable, responsible, and creatively exciting—all at once.

At the heart of this approach is the 100x1000 Upcycling Club—our initiative to unite brands, makers, and innovators with one bold goal: 100 brands each upcycling 1,000 garments per year. This growing movement is laying the foundation for a truly circular and resilient fashion industry.
Inspiration Meets Action
Here’s where the momentum led us—seven practical moves we’re championing to turn circular ambition into concrete results:
Circular fashion takes a team
Upcycling isn’t just for designers—it’s a business-wide opportunity. When every team, from sourcing to sales, embraces circular thinking, real innovation happens.
Peer learning and open sharing turn lessons into action. Let’s build that mindset across your organization.
Build a solid business case
Upcycling feels good—but it also has to make business sense. Brands need tailored, financial roadmaps to scale upcycling with confidence.
Push for policy change
Regulation can’t lag behind innovation. DCTV advocating for smart incentives—like tax relief on reused textiles and tighter EPR policies that reward circularity.
Create a circularity club
It’s time for one centralized space where brands can access resources, expertise, and community support to move from pilot to practice.
Launch a matchmaking platform
Where one brand’s deadstock becomes another’s creative gold. We need a platform that transforms textile waste into opportunity—by connecting brands, makers, and upcyclers for bold circular collaborations.
Join forces on storytelling
Upcycling is more than a creative choice—it’s a commercially smart strategy. When brands join forces, we amplify the message and unlock new opportunities.
Through co-funded, cross-brand campaigns, we can shift culture and boost impact. Let’s tell a bigger story—together.
Make waste reduction count 
Upcycling doesn’t just feel good—it significantly reduces environmental impact. To scale it, brands need clear insight into the CO₂ savings, waste reduction, and material circularity that upcycling delivers. That’s why we’re building solid, data-backed roadmaps that measure what matters—so brands can scale up with purpose and proof.
The Upcycling Group’s Big Ambition
Upcycling isn’t just a nice-to-have—it’s a scalable, profitable alternative to waste. With the support of Rijkswaterstaat – Ministry of Infrastructure and Water Management (IenW), we’ve worked shoulder-to-shoulder with brands like Patta, 10DAYS, Studio Anneloes, and King Louie to prove that upcycling works—economically and environmentally.

Now is when the impact starts

2025: The Year of Action
At RethinkRebels, we’re scaling circular impact through the 100x1000 Upcycling Club. This year, we:
  • Matched 10 brand–upcycler–designer duos, including Studio Anneloes, Kings of Indigo, Mud jeans, Josh V, Fabienne Chapot, Nutt Amsterdam, King Louie and many more.
  • Set a target of 5,000 upcycled garments in production by year-end
  • Are building a network of 100+ participating brands and makers
  • Hosted a second matchmaking event on 27 May 2025, welcoming new brands and circular solution providers
  • Are testing and launching a breakthrough solution from our November 2024 brainstorm
  • Embedded impact tracking—because progress needs proof
  • Will showcase all designs this September during DSFW, Circular Textile Days, and the Transition Agenda Consumer Goods event
  • Wrap up with a public ‘like-share-win’ campaign in October, giving away the upcycled pieces to spark mainstream momentum
The 3-Year Vision: A Circular Fashion Ecosystem by 2028
We’re not here for quick fixes—we’re designing long-term change, together.
By 2028, the 100x1000 Club will help shape a circular fashion ecosystem where:

  • Collaboration replaces competition across the value chain
  • 100+ brands embrace the full R-Ladder: reuse, repair, remanufacture, upcycle, and recycle
  • Environmental and social impact is measurable, transparent, and integrated into the UPV 2.0 framework
  • Policy and legislation support circularity, recognizing all R-strategies in EPR schemes and national regulations

We’re scaling solutions that work, starting where the impact is greatest.

By downloading our FREE CIRCULAR GUIDE, you’ll uncover the benefits of the upcycling collective, the strategic plan for upcycling and you’ll get inspired by national and international examples.

*You'll also receive monthly inspiration.
100X1000 Upcycling Club
Ready to Join the 100x1000 Upcycling Club?
Take the first step in transforming your brand into a sustainability leader.
Send an email
Join the 100*1000 Upcycling Club Today! – Email Rachel at rachel@rethinkrebels.com!