Fashion for Good’s New Shop Theme Explores Circular Fashion Brands

Fashion for Good launched its new Good Shop theme REBORN yesterday. REBORN dives into the brands that are trying to close the loop in fashion, creating apparel and footwear that is circular and reduces the need to use new resources.

11 October 2019

AMSTERDAM- Fashion for Good launched its new Good Shop theme REBORN yesterday. REBORN dives into the brands that are trying to close the loop in fashion, creating apparel and footwear that is circular and reduces the need to use new resources. The new theme features brands such as FRANKIE Collective, reworked overstock that is transformed into highly desired sportswear, Silfir, unisex workwear that can be repaired for every season to keep them wearable and fashionable for longer, and a capsule collection of C2C Certified apparel from C&A. Featured alongside the theme is a temporary exhibit of reworked bridal gowns by designer Tess van Zalinge and wedding planner Lotte Grossman under the brand “tesswithlotte”.

The featured brands as part of Reborn are: C&A, Frankie Collective, MAFIA, Pure Waste, Silfir, and WAO and will be available in the Good Shop as part of the Fashion for Good Experience in Amsterdam and are showcased to the public starting October 11th.

Last night designer Tess van Zalinge announced the new theme to a select group of press, influencers and friends in attendance, while also opening the exclusive exhibition of her reworked bridal gowns created in a limited collection together with wedding planner Lotte Grossman. Experience Manager Gwen Boon introduced the concept behind REBORN and the inspirational brands that demonstrate circular fashion is not only possible, but certainly achievable in today’s fashion ecosystem. Hannah Kromminga founder of Silfir was also present at the launch to personally speak about their 100% circular unisex workwear.

Circularity in fashion is one of the core ambitions of Fashion for Good who brings together key industry players to collaborate on the creation of a fashion value chain that is restorative and regenerative, shifting away for the current take-make-waste linear model. REBORN asks the question “What if we had a circular system that gave old clothes a new life?” The answer is celebrated in the Good Shop through the brands featured that show a few of the creative ways in which clothing is finding new life after use. The carefully curated pieces pioneer a range of innovations that are needed in extending the lifecycle of our clothes, to keep them from being burned or ending up in landfill.

The fourth theme to be introduced in the Good Shop, REBORN also provides the overarching theme for the Fashion for Good activity programming over the course of the upcoming six months. Fashion for Good organises events, workshops and panel discussions aligned around REBORN and circularity in the fashion ecosystem. Visitors can join for the chance to dive into the topic with leading experts, expand their knowledge, and learn from innovators about the pioneering solutions changing the industry and what they can do to make change happen.


  • Frankie Collective, MAFIA, Pure Waste, Silfir, and WAO are available in the Netherlands for the first time in the Good Shop of the Fashion for Good
  • Pure Waste clothing is made entirely from textiles leftover from the clothing manufacturing process, yet still offer consumers the same quality and comfort as items made from virgin materials.
  • MAFIA crafts bags and accessories from old sails and offer lifetime warranty on their products, repairing them free of charge.
  • WAO shoes are made from natural materials and dyed using vegetal pigments. Old shoes can be returned to be separated into different parts and ground up into compost.
  • Frankie Collective rework vintage garments and overstock that would otherwise end up in landfill. They are salvaged and repurposed into highly appealing, modern must have items.
  • C&A created a Cradle-to-Cradle (circular!) certified capsule collection, entirely made from organic cotton and recycled materials.

About Fashion for Good

Fashion for Good is the global initiative that is here to make all fashion good. It’s a global platform for innovation, made possible through collaboration and community. With an open invitation to the entire apparel industry, Fashion for Good convenes brands, producers, retailers, suppliers, non-profit organisations, innovators and funders united in their shared ambition.

At the core of Fashion for Good is our innovation platform. Through our Fashion for Good-Plug and Play Accelerator we give promising start-up innovators the expertise and access to funding they need in order to grow. Our Scaling Programme supports innovations that have passed the proof-of-concept phase, with a dedicated team that offers bespoke support and access to expertise, customers and capital. Our Good Fashion Fund will catalyse access to finance to shift at scale to more sustainable production methods.

Fashion for Good also acts as a convener for change. In October 2018 the Fashion for Good Experience has opened: the world’s first interactive tech museum dedicated to sustainable fashion innovation. In its hub in Amsterdam, Fashion for Good also houses a Circular Apparel Community co-working space, creates open-source resources like its Good Fashion Guide about cradle-to-cradle clothing.

Fashion for Good’s programmes are supported by founding partner C&A Foundation and corporate partners adidas, C&A, BESTSELLER, Galeries Lafayette Group, Kering, Otto Group, PVH Corp., Stella McCartney, Target and Zalando.

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