UNIQLO launches RE.UNIQLO upcycling project and traditional sashiko embroidery services in China
UNIQLO's RE.UNIQLO STUDIO clothing renewal workshop has undergone a comprehensive renovation, showcasing the sustainable beauty of LifeWear philosophy. As sustainability concepts gradually enter daily life, clothing is no longer just seasonal consumables that change with trends, but companions that record stories and carry emotions. UNIQLO, adhering to its "LifeWear - Clothes for Life" philosophy and the principle of "making clothes last longer as companions," has launched the RE.UNIQLO STUDIO clothing renewal workshop, providing customers with REPAIR and REMAKE services to bring sustainable beauty from beloved garments into everyday life.
Global Expansion and Chinese Market Entry
The clothing renewal workshop has now been introduced to 63 UNIQLO stores across 22 countries and regions worldwide. In 2023, mainland China's first RE.UNIQLO STUDIO clothing renewal workshop opened in Shanghai, currently operating in UNIQLO's Shanghai Nanjing West Road and Huaihai Middle Road global flagship stores. Two years later, the Huaihai Middle Road global flagship store's clothing renewal workshop has undergone a renewal upgrade, introducing in the Chinese market UNIQLO's UPCYCLING "Heart Clothing Renewal" project and handcrafted Sashiko embroidery services, transforming sustainable fashion into an accessible consumer experience.
Introducing Heart-Driven Innovation
With the comprehensive upgrade of RE.UNIQLO STUDIO, the UPCYCLING "Heart Clothing Renewal" project and handcrafted Sashiko embroidery services have debuted in China for the first time. This initiative not only responds to local consumers' expectations for LifeWear but also makes the concept of "making clothes last longer as companions" tangible and accessible.
The UNIQLO UPCYCLING "Heart Clothing Renewal" project embodies both original intention and craftsmanship, giving garments a second life. The original intention involves accepting new garments returned due to minor defects, extending their value, and giving them renewed life. The craftsmanship involves collaborating with artists and artisans to redesign and infuse inspiration into each garment's transformation.
The UNIQLO UPCYCLING "Heart Clothing Renewal" series featured in this launch was redesigned by Masahiko Morikawa, founder of Studio Masachuka fashion studio, using sustainable concepts as inspiration. The transformation techniques were taught to China's renowned garment manufacturer Chenwind Group, with experienced craftspeople hand-making each piece.
Three Unique Design Approaches
For this UPCYCLING "Heart Clothing Renewal" project, Masahiko Morikawa introduced three distinctive design expressions:
"Geometric Order" design uses interwoven tape arrangements to form regular squares and blocks, reshaping the garment's visual focus
"Linear Trajectory" design employs rope embroidery techniques, using flowing lines to outline rich and varied patterns such as flowers, butterfly wings, and faces
"Collage Interest" design selects fabric pieces of various shapes and textures, arranging them irregularly or overlapping to cleverly cover defects while conveying playfulness and relaxation
Each "heart garment" design is unique, allowing customers to choose and purchase their preferred patterns.
Traditional Sashiko Embroidery Services
Sashiko is a traditional Japanese embroidery technique that applies geometric pattern embroidery to clothing for repair and reinforcement purposes. At RE.UNIQLO STUDIO, all Sashiko embroidery is handcrafted by UNIQLO employees, with each stitch embodying UNIQLO's careful attention to garments, and each pattern carrying beautiful meanings and aspirations. By integrating this Sashiko technique into LifeWear garment design, UNIQLO makes clothing more interesting and artistic through transformation, allowing customers to discover more joy in long-term wear.
Comprehensive Service Upgrades
RE.UNIQLO STUDIO clothing renewal workshops at both UNIQLO's Shanghai Huaihai Middle Road and Nanjing West Road global flagship stores have undergone simultaneous service upgrades. The Huaihai Middle Road store relocated its clothing renewal workshop from the fifth floor to the core area on the third floor, with a completely renovated space and optimized traffic flow design for a more convenient and smooth service experience.
Starting in July, the Nanjing West Road store added REPAIR services to its existing REMAKE services, officially upgrading to a full RE.UNIQLO STUDIO clothing renewal workshop. Here, customers can carefully repair damaged areas of garments through REPAIR services, extending the lifespan of beloved UNIQLO clothing, or inject personalized expression into old garments through creative REMAKE transformations.
Sustainable Business Vision
UNIQLO's parent company, Fast Retailing Group, through further development of the "LifeWear - Clothes for Life" concept, has proposed the vision of creating "LifeWear = A New Industry," moving toward a new business model that achieves both sustainable development and business growth. UNIQLO hopes to bring better lives to everyone through the power of clothing, deeply embedding social responsibility and sustainable development concepts into brand values across three dimensions: caring for humanity, protecting the planet, and contributing to society.
Through the RE.UNIQLO STUDIO clothing renewal workshop, UNIQLO invites consumers to join together, allowing each beloved garment to continue its life through circulation, and showcase its unique charm.
