Wear a story

Wear a story: One-off pieces made today with yesterday

Etterbeek, Belgiumbrussels, Belgium
Année de fondation:
Type d'organisation: 
à but lucratif
Phase du projet:
$10,000 - $50,000
Sommaire du Projet
Lancement Important

Bref récapitulatif : Aidez-nous à présenter cette solution ! Fournissez une explication en seulement 3 ou 4 phrases.

Wear a story is a ready-to-wear clothing line offering items with a meaning to women looking for confort and style.
The brand creates one-off pieces, made in Brussels upcycling ancient garments into modern cuts.

Qu'adviendrait-il si... - inspiration : Écrivez une phrase qui décrit la façon dont votre projet ose demander, "Qu'adviendrait-il si...?"

What if all discared clothing could be reused, recycled or upcycled to avoid trashes and create revenue locally ?
About Project

Problème : Quel problème ce projet essaie-t-il d'adresser ?

How to create stylish and confortable clothing using post consumer textile waste? Tons of clothes are thrown away. In Belgium, 12% of the collected items are sold in second hand shops, where the greatest value is created. The leftover is exported or recycled into cloths. 2 Belgian consumers are willing to buy locally, feel unique and to support projects with a meaning. When buying clothing style, comfort and quality are more impotant than ethics.

Solution: Quelle est la solution proposée? S.v.p soyez précis!

Some discarded clothing are made in good quality fabric but they are unfashionable or slightly damaged, no one would buy them and this is why they cannot be sold in second hand shops. Wear a story collects those pieces directly in warehouses thanks to partnerships with second hand organizations. Old clothes are then cut and sewed into one of the style of the collection in collaboration with a social rehabilitation workshops in Brussels. The outcome is one-off pieces with a contemporary look to enable the customer to feel unique and stylish. Each product comes out with its own story. On the label, there is a picture of the old clothes used. Customers buy more than a clothing piece, they buy a story they can dream about.


Part of Generation T, network of young people working towards a sustainable society
Impact: How does it Work

Exemple : Faites nous découvrir comment cette solution fait la différence en utilisant un ou plusieurs exemples concrets ; en incluant aussi ses activités principales.

Jeanne's old red dress was donated to a charity by her daughter. At the warehouse, it was judged not good enough to be sold in the vintage shop because of some stains. I was there and the red dress cached my eyes : the quality was great and the patterns really nice. After washing, making a picture, cutting, adding some organic jersey for the comfort, Jeanne’s old dress became a new top. Marie, who likes to buy quality clothes and to know where they come from, came across Wear a story’s collection in a designer market. The style first caught her eyes but she was even more seduced when she opened the label and discovered where the piece came from. The new top became her favourite wardrobe item and she continued to spread the story around her

Impact : Quel est l'impact actuel de ce travail ? Décrivez aussi l'impact désiré dans le futur.

In one year of existence, Wear a story is already selling its third collection. The collection is offering seven different styles that are replicated in different fabrics. Price goes from 75€ to 150€. 65 pieces were already sold meaning around 60kg of clothes upcycled and 60 happy customers, aware that it is possible to buy fashionable clothes produced with minimum waste. Thanks to the website, a newsletter and 450 likes on the Facebook page, I have a community that can easily follow Wear a story’s activities. Next year, I’m planning to develop the distribution and production to sell more than 200 pieces.

Les stratégies de diffusion: Aller de l'avant, quelles sont les principales stratégies pour un impact d'échelle?

In the future, I will increase the quantity produced thanks to different ways. 1. Rent a shop/studio to have more place to stock the raw materials. 2. Reinforce partnerships with second hand organization and try to have interesting raw material for designers already sorted 3. Hire an internal employee for sewing and cutting. 4. Organize sewing workshops around upcycling 5. Involve the customer in the creation process and enable him to choose the fabrics used in the desired style

Plan de viabilité financière : Quel est le plan de cette solution qui permet un financement durable à cette initiative ?

The project is partially financed thanks to revenues coming from another activity. Three years ago I started an organization giving sewing classes (Ateliers CréaCouture) and I work part time on it. In the future, the aim is to integrate those sewing classes to Wear a story and to promote upcycling. The combination of sewing workshops and selling clothes makes it a balanced activity and an interesting mean to raise awareness among the public.

Marché : Qui d'autre adresse les problèmes mentionnés ici ? Comment ce projet diffère-t-il de ces approches ?

Few brands are recycling post consumer waste to meet the customers’ high expectations. Traid Remade is the most similar brand I know. What makes Wear a story different: 1 Efficiency is gained thanks to buying large amount of clothes at the origin in warehouses and thanks to the limited number of styles replicated in different fabrics. 2 The story behind each piece is told through pictures, it makes the uniqueness tangible. 3 The look is contemporary and it’s not visible that the product is upcycled. 4 There is a visual cohesion in each collection. 5 Great quality of the finishing touches.

Histoire de votre fondation

I am passionate about old things and love the spirit of vintage clothing. During my studies, I had the chance to enter a second hand warehouse. I was amazed bout the beautiful fabrics found in boxes aiming to be exported or recycled only because they were not considered as good enough to be sold as they are. I was sure we could make something to keep those fabrics alive locally. I started working with this raw material during my studies and I loved to have this as a constrain because it was stimulating my creativity. After that, realizing I could gain in efficiency replicating the same model with different fabric, I started to make the project concrete.


For the moment, I am the only one involved internally in the project. I have external partners for the sewing. In the future I whish to find a business partner managing the business parts in order to enable me to concentrate on the creative aspects. I also whish I could hire someone helping in the production stage.
Où votre travail est-il adapté à la chaîne de valorisation du textile ? [cochez tout ce qui s’applique]

Matières premières, Fabrication, Consommation.

Votre rôle : Quel est votre lien avec l’industrie textile ? [cochez tout ce qui s’applique]

Représentant de marque, Consommateur, Créateur de mode, Responsable des achats / Responsable de la chaîne d’approvisionnement.

Population cible : Quels groupes d'intéressés attirez-vous ou responsabilisez-vous dans votre travail ? [cochez tout ce qui s’applique]

Consommateurs .

Focus de l’intervention : Qu’essayez-vous d’accomplir / d'influencer ? [cochez tout ce qui s’applique]

Société de consommation responsable, Pratiques pour un environnement durable , Economie de recyclage ou circulaire .

Levier de changement : Sélectionner jusqu’à 3 façons par lesquelles votre travail aide à transformer l’industrie.

Playdoyer , Organisation.

Votre projet vise-t-il à résoudre l’un des problèmes principaux suivants ?

Les consommateurs ne sont pas motivés pour se sentir concernés : Pas de raisons convaincantes ni de moyens faciles pour changer les habitudes de consommation , La durabilité n’est pas encore une priorité : Le modèle actuel de la Fast Fashion ne promeut pas des économies axées sur la valeur.

Does your project utilize any of the innovative design principles below?

Inspiration de l’innovation : Lorsque vous avez créé votre projet, avez-vous pensé qu’il s’appliquerait à l’industrie textile ?


If you answered "no" to the previous question, which industry was your project originally aimed at transforming?

Reproduction dans l’industrie textile : Si vous avez répondu “non” à la question précédente, comment adaptez-vous spécifiquement votre projet à l’industrie textile ?
● Encouragez-vous ou inspirez-vous d’autres personnes à devenir des agents de changement ? Si oui, comment ?

Yes, while sharing about the brand, I raise awareness about the importance of buying clothes made in an ethical way

Parlez-nous des partenariats qui mettent en valeur votre approche. Comment avez-vous collaboré avec d’autres personnes de cette ’industrie pour augmenter votre impact ?

Wear a story is recommended by Fashion Shift Now, a community aiming at changing customers behaviours towards ethical clothing.