With the rise of fast fashion & instant gratification via social media, fashion trends are becoming insanely fleeting. For example; it takes Zara as little as 1 week to send new items to their stores, while a completely new collection launches every four to six weeks. The unsold garments don’t just miraculously vanish into thin air, mostly they are sent to landfills leading to have detrimental effects on our environment. Despite this dark undertone, these money oriented fast fashion companies turn a blind eye to their product's point of extinction - yes, clothes can have an afterlife; just like how we often transform unwanted wood into a table or even plastic into a new bag. Styles and trends are constantly being recycled and reused; no one would have thought that 90's grunge would reclaim its ‘edgy’ imprint on our modern day fashion society, but look where we are, caught in a swarm of generation Z's wearing fishnet tights and distressed shorts. So, if this is the case, it is crucial for companies to be aware of the potential of these ‘rejected’ pieces’ and we challenge them to revamp and adapt their old season pieces to create new products...thus we have: upcycling. These upcycled products aren’t limited to vintage clothing stores, take ASOS and NIKE as an example, they are one of the key influencers that contributed to this new wave of sustainable fashion. ASOS reworked Levi’s vintage fabrics and turned them into a limited edition collection and NIKE upcycle their existing products into premium apparel and footwear. Ultimately, upcycling - like the term entails - raises the value of the once ‘worthless’ product and provides an upward trend in productivity amongst our efforts in diminishing our reliance on landfills and in tackling global warming. Watch this space for the upcoming release of A.C.F's new upcycling collection on Friday 13th of July!