AndAgain: Bringing conscious consumerism to denim

AndAgain: Bringing conscious consumerism to denim
March 1, 2017 KT Doyle
Instagram has become a great place to find your tribe. To discover and connect with wonderful people following their passion and making a difference in the world. This is where I learned about the denim up-cycling work of mindful fashion start-up, AndAgain, who are making a very deliberate and conscious connection with us as individuals through their bespoke denim jeans.
AndAgain re-imagine vintage and second-hand denim jeans into new designs that are truly unique. Through their ‘Personalise’ service, you select the size, colour and fit of the jeans you’d like them to transform (or send them your own), then choose from a range of finishes and detailing, creating your very own custom pair.
Beyond the desire to keep beautiful denim out of landfill, this approach inspires us to stand up and stand out, to make a difference in the world by choosing to up-cycle rather than add to the mounting textile waste entering landfill every year. It’s such an empowering way to connect to cause through business and engages us all in a very personal conversation about environmental preservation.
Based in Philadelphia, Co-Founders, Morgan Young and Greg Harder, are passionate about their mission to help create a more sustainable fashion industry. It’s becoming increasingly apparent that the current ‘fast fashion’ model is beyond broken, and when you learn that it takes anywhere between 3,000 and 10,000 litres of water to produce a single pair of denim jeans, you absolutely know we need to start doing things differently.
Morgan, who is currently studying Fashion Design, has already gained broad industry experience in both Paris and New York from sportswear to haute couture, while Greg, a finance and marketing student, has worked with brands such as Maserati. In pooling their skills and growing knowledge, their insatiable drive to inspire how we think about and engage with fashion is commendable.
Literally working ‘hand-in-hand’ with their customers to create their very own up-cycled, denim designs, AndAgain are not only producing garments that allow us to express our individual style, but giving us a new way to approach our clothing choices. As humans, we love change, we love to mix things up and try new things. We thrive on expressing ourselves, whether or not we prescribe to a particular aesthetic or want to be seen as belonging to a specific tribe. And, it’s fun. Part of the magic of fashion is that it allows us to show the world who we are. But, our self-expression doesn’t have to come at a cost. A cost to the planet. A cost to our health and well-being.
In the United States alone, over 450 million pairs of brand new jeans are sold each year and around 13.1 million tonnes of textiles end up in landfill. It’s a mounting problem we need to face. And, we need to face it now.
Morgan says, “We often believe that a small change in our habits won’t affect the world. But, just as one drop of ink can change the colour of water, any purchase towards a sustainable practice can have a tremendous impact. And, we have the power to make change now.”
Feeling empowered? Hop over to AndAgain and see how you can join the movement to re-make and re-imagine not just your closet, but your world.
x KT
Image: Courtesy of AndAgain