Have you heard of upcycling?

A true production model for some, and a growing greenwashing opportunity for others, upcycling is becoming more widespread among brands and consumers alike. However, this growing trend brings with it its share of misconceptions.

So, we've decided to debunk some of the clichés—those preconceived notions that stick around and make things harder than they need to be.

Misconception #1: Upcycling is small.

When we think of upcycling, we often imagine small collections, limited editions, or one-of-a-kind pieces. And it's true—upcycling originally highlighted a more thoughtful approach aimed at reducing the production of new materials and encouraging the reuse of what already exists.

So yes, we can agree that upcycling is small... at least in scale.

BUT THAT’S NOT ALL!

Today, through our growing research and close connections with French and European manufacturers and brands, we’ve come to realize that the available stocks of textile materials are anything but small. In fact, they’re massive. For many references, we have thousands—even tens of thousands—of meters available.

It’s time to think of upcycling as a full-fledged production model, not just a fallback for traditional manufacturing. Let’s normalize the use of existing materials, fuel creativity, think big—but stay responsible!

Common Misconception #2: Upcycling is expensive.

Why should we pay more for a piece made from deadstock fabrics or for an item that has already lived and been reworked? But what does “expensive” really mean? Expensive—according to what standards? What is a fair price, and how do we define it?

The first step in understanding this process is to look at what lies behind the price: the time dedicated to the creation and crafting of the piece, fair wages for all players in the supply chain, local production, and more. The price isn’t solely determined by the origin or cost of the raw material (far from it). It also involves raising awareness around the quality of the product and its longevity.

Consume less, but better.

And what about the environmental cost? While upcycling may sometimes be less affordable financially (compared to what? Fast fashion? Let’s compare things fairly…), its impact on the environment is, on the contrary, much more reasonable.

Preconceived Idea No. 3: Upcycling is ugly.

We don’t mean to shock you, but honestly—who hasn’t heard a friend say that? Upcycling, still too often misunderstood, is kind of like the class clown. Why so much disdain? Maybe because many people imagine upcycling as a giant patchwork of fabric scraps cut from old clothes and stitched together. So, what exactly is upcycling? While upcycling has often been seen as limiting, today it is above all a source of inspiration and creativity.

The trend has evolved, and awareness has grown. It's no longer just about creating exclusive pieces from reworked used clothing, but truly about making these practices more mainstream. That means turning our focus to deadstock and leftover rolls of fabric!

Thanks to growing demand from consumers, the range of upcycled pieces has expanded, and you now have...