For our brand specifically, we sit at an interesting point where half our market is in India and half is outside (mostly in the West) and both markets are very, very different. We find flexibility in being able to design for one market or the other, or somewhere in the middle and so haven’t had to cater drastically to Western ‘luxury’ market expectations. That said, of course, we keep in mind what the market will invest in, and have to adjust accordingly.
The Worn Again process has been designed from the start to process polycottons, which are a cornerstone fabric in modern clothes, but also some of the hardest to recycle. We also provide a unique solution to the market, which is the solvent based recycling approach. This approach is able to selectively target key materials, in this case polyester and cotton, in a way that other technologies are not.