Rekroy is an upcycling clothing brand aimed at producing clothing with benefits for the planets, without sacrifice and harm. According to world statistics, about 85% of all unnecessary clothes end up in landfills. Based on this sad observation, it can be concluded that it is important for humanity to get rid of pollution and excess production in order to gain freedom and flourish with renewed vigor. The main goal of the brand I invented is the formation of a unique clothing, drawing attention to the principle of upcycling, which exclusively benefits humanity with its environmental friendliness.
The mission of the project is the rebirth of old things, solving the problem of excess production, solving the problem of time spent on recycling, a new opportunity for self-expression the brand name itself came from a combination of the prefix “Re” (to remake) and the russian word “Kroy” (cut of clothes), to make rekroy means to reshape old clothes. The main techniques used in the identity are embroidery, which I first did manually and overlaying different textures, combining pieces of fabric with embroidered graphics. In addition to graphic media, the brand’s space was also developed, which, according to the plan, is a transformed old garment factory. The space consists of two buildings: a party building for holding various entertainment events to attract young people and an upcycling workshop where you can create your own upcycled clothes. The project was prepared under the supervision of curator natalia burdenkova (HSE art and design school, 1st year)