From Neglect to New: Upcycling Platform Turns Forgotten Fashion Into Fresh Fits

A closet’s fullness does not correspond to its wearability.

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About 75 percent of garments are not worn again after the honeymoon phase wears off (about six months) while the average British consumer doesn’t wear about 25 percent of their wardrobe, per the Waste and Resources Action Programme (WRAP).

Newless, a London-based upcycling platform , wants to change that.

Considering the sheer volume of neglected garments in closets across the country and the desirability barriers for consumers to shift from fast- to slow-fashion, the Newless method wants to be a creative, convenient way for Brits to breathe life into old clothes.

“As we reckon with fashion’s impact on the environment, it seems our choice is split between cheap, trendy fast fashion or expensive—and often simple —sustainable clothing. At Newless, we are proving that upcycling can be accessible to many through an engaging e-commerce style experience via On Demand,” founder Anita Shannon said. “This, in tandem with our pop-ups , is proof that lower impact, fashion-forward styling can exist, be fun, and be available at an affordable price point.”

Shannon cut her teeth at WeWork , beginning in 2015 as a community management team member before eventually becoming Berlin’s portfolio director in 2020. She then went to flexible workspace platform Knotel to serve as vice president of operations, then as Europe’s co-general manager. Shannon serves as Natter’s chief of staff, an artificial intelligence startup backed by the network-native, early-stage venture capitalist firm Village Global.

But the University of Arizona alum’s pandemic passion was centered around circularity. She taught herself to sew and began upcycling her own closet, which was full of secondhand and vintage finds in need of simple tweaks.

“I thought, if I could make some small changes, this would turn into something I would love to wear,” Shannon said. “ Sewing is a bit of a lost art with younger generations and not something I had ever done before, so I was shocked at how radically I was able to transform a piece with relatively simple techniques.”

Friends wanted her to upgrade their old pieces into more contemporary styles, too, which is how Newless began.

“I never had any interest in selling the items I made,” she continued, “but did want more people to have the opportunity to upcycle their own clothes and extend the life of their own garments.”

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To combat textile waste and garment fatigue, Newless uses experiential upcycling in two ways, dubbed On Demand and Pop-Ups. The first sees customers mail-in their old jeans to undergo the “on-demand” service.

After a customer purchases the desired style on the website, they receive a mail-in kit to provide all the details for their custom garment and a pre-labeled bag to return their original piece. Newless promises to get that garment back to the customer within five days. Prices start at 70 pounds ($90) and top out at 150 pounds ($194).

Experience is at the “heart” of the bespoke service, Shannon said, with regular pop-ups featuring emerging designers upcycle on the spot in under 90 minutes. Newless can host pop-ups essentially everywhere and integrates food and beverage, music and other opportunities for hospitality. Guests pre-book a spot in advance (for about $50-$115), sharing what starting piece they plan on bringing and use the startup’s inspiration page for guidance. There’s also the option to purchase a curated piece on site and upcycle that.

“In less than two hours, guests will have a completely original and zero-waste item, plus memories from a unique and creative experience,” Shannon said.

Newless plans on hosting regular pop-ups both independently and in partnership with brands “looking for a sustainable and social way to activate their physical store.” When partnering with brands (previous collabs include members club Old Sessions House and rental platform Loanhood), the two co-create an upcycle menu that aligns with the brand’s product line.

“The starting pieces can be pre-loved garments their customers bring in, as part of a truly circular ‘takeback’ program ,” Shannon said. “Or, an opportunity for brands to maximize efficiency by utilizing deadstock merchandise.”

Newless currently has a portfolio of eight designers on rotation, Shannon said, and is often meeting new talent to engage as the brand grows. The designers, many of whom are recent graduates up against a competitive talent pool, are tasked with finding creative ways to reconstruct garments , taking items from “feeling outdated and undesirable” to pieces their owners will want to wear again.

“I think consumers will respond very well to a service that provides bespoke , stylish and sustainable fashion at a price point that sits right around high street pricing,” Shannon said. “From an industry perspective, brands are under pressure to implement more circular solutions and reduce their waste—so I think solutions like Newless are always going to be welcomed; in particular, European brands who now must respond to Extended Producer Responsibility and pay for end-of-life waste treatment will be looking for solutions to help them meet these requirements, and Newless is just that.”

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