Nike Brings Upcycled, Locally-Designed Clothes To London With ‘Re-Creation’ Plan

After a successful debut in Los Angeles, United States, Nike has decided to roll out its Re-Creation program to two of the world’s most famed fashion capitals: London and Paris.

For the unfamiliar, the initiative collects vintage and dead stock clothing and textiles from stores in the region, before using these materials to form new, locally-designed products for fans.

This time, the sportswear giant has decided to partner with London-based designer Greater Goods, founded by Jaimus Tailor, to take on England. While the brand admits the effort isn’t a “silver bullet,” it holds the potential to help reduce emissions.

“Nike Re-Creation program delivers on this promise threefold: with locally collected obsolete product, that is then locally re-created into wearable condition and locally distributed,” explained the company. 

“Combining creativity, innovation, and the power of our circular vision, to serve city athletes,” it concluded, adding that anyone with a body qualifies for its description of an athlete.

According to Nike, this program is another way in which it is creating new solutions to bring forth a circular fashion industry and inch closer to its goal of a zero-carbon, zero-waste future.

The Paris chapter of the Re-Creation program will be launched this summer in collaboration with fashion designer Sarah Moh, while all 25 pieces of the London collection will be available at NikeTown London later this month.

[via Trend Hunter and Sneakerize, images via Nike]