Re.Imagine was established in 2016 in Copenhagen by designers Michelle Bjerregaard Jensen and Brittany Malvino. They have partnered with the Red Cross to upcycle unwanted clothing into a unique streetwear collection. Profits from sales are donated to the Red Cross. For their second collection, Re.Imagine collaborated with 11 young designers to create innovative, sustainable pieces showcasing their talents. The collection will be launched at Copenhagen Fashion Week to celebrate sustainable design and support the Red Cross.

2. ABOUT
Re.Imagine was established in the summer of 2016. It
is a new label developed in the heart of Copenhagen,
creatively based around fighting the worlds waste issues
throughdesignandmodernfashion.Thedesignersbehind
the brand are Michelle Bjerregaard Jensen and Brittany
Malvino, they both have an educational background from
Copenhagen School of Design & Technology, where
sustainable fashion has been their direction, hence the
reason for establishing a sustainable brand.
The brand’s philosophy is based around locally produced
handmade products that are one of a kind with a
streetwear vibe, that puts Denmark on the world map in
terms of sustainability. Through the process of upcycling,
Re.Imagine has developed a brand based on discovering
the possibilities within discarded clothing, which is why
an ongoing collaboration with The Red Cross has been
established. It enables the brand to give damaged and
unwanted clothing a new prolonged life.

3. RE.IMAGINE X RØDE KORS
Re.Imagine has decided to collaborate with the Red
Cross, due to the opportunities within recycling already
existing resources. Re.Imagine reuses clothing from
The Red Cross’ warehouse to create one of a kind
pieces, while the profit is donated to the Red Cross. The
collaboration helps support the Red Cross as well as
minimizing the waste issue associated with the fashion
industry. Redesign and upcycling are techniques used
to transform unwanted clothing into new styles, with
focus on craftsmanship and quality. The collaboration
celebrates the opportunities within sustainable design
and ways that can change consumer habits and thereby
limit clothing waste.

4. RE.IMAGINE X
FUTURE DESIGNERS
Re.Imagines second collection is made in collaboration with young design talents.
Collaborating with young, creative, dynamic designers is to ensure an innovative and
sustainable collection. The team consist of 11 new design talents (Emilie Hjarsø, Ragna
Fiona Rabea, Cathrine Juel Høegh, Maria Bilkiewicz, Sandra Sofie Mazur Petersen, Louise
Lindvig Thelander, Frederikke Mütze, Thelma Björk Steinmann, Felipe Coelho, Linda
Katkevica, Grete Astover) with different cultural and educational backgrounds, who have
all designed styles for the collection to show who they are as designers and how they wish
to portray sustainability. Trends are not used by Re.Imagine, instead timeless creativity
and originality is part of every garment and quality and craftsmanship melts together in
one of a kind pieces.
Collaboration is important in terms of developing new innovative, sustainable techniques,
that can ensure complex tactility, that use already existing resources, and thereby ensure
a prolonged lifetime for these products.
Michelle Bjerregaard Jensen explains:
“ I am interested in investigating how we can challenge the way the current fashion
industry works. I would like to find new ways to use the resources we already have instead
of being dependant on new virgin materials. The resources we already have are perfect
to create new interesting expressions within garments and textiles”.
The collaboration will be showcased on the 30th of january as part of copenhagen fashion
week at Pop-Up Copenhagen Teglgårdsstræde 7A+B DK-1452 Copenhagen C, where
selected products will be available for purchase and all the profit will be donated to the
Red Cross. The Event will celebrate the possibilities within sustainable design as well as
the new talents.

6. THE COLLECTION
The collection is developed with inspiration from various
production processes; Patchwork & fringe are used in the
creation of the collection. The collection bears references
to the beautiful and the sublime, where the interaction
between the two, results in a more sustainable expression.
At Re.Imagine a well studied and constructed garment is
the core to ensure that the ideas intertwine to preserve
beauty and sense and thereby maintain a long lifetime.
The designers utilizes second hand clothing to explore
and break the idea about damaged clothing can’t be
reused in new interesting ways. The collection break the
norms in how secondhand clothing can be utilized and
show how a pair of destroyed jeans can be incorporated
in a new style that fits within a streetwear vibe.
The main material of the collection is denim. Denim is an
essential ingredient in fashion, where both Andy Warhol
and Yves Saint Laurent both said that they regret that they
haven’t invented the material. The solidity and versatility
ensures that denim is easily applicable as well as having
endless opportunities. Its a material that is easy to source
and therefore perfect for reusing, while there’s traces of
time within the fabric in forms of nuances and wear.

8. Re.Imagine: »Bæredygtighed
handler også om at tænke
gammelt om til nyt«
Af Charlotte Antschukov Kjær, 09.09.16 kl. 10:48
Tøj fra Re.Imagines kollektion 'Redefining Lines' og mærkets grundlæggere
Brittany Malvino (tv.) og Michelle Bjerregaard Jensen.
Foto: Denise Borré
Del Tweet E-mail
Re.Imagine laver streetwear af materialerne fra usælgeligt tøj
fra Røde Kors-butikker. Designerne vil vise, at bæredygtighed
ikke kun er lig med tidløst, klassisk design.
Det nye danske streetwear-mærke Re.Imagine tager brugt og uønsket tøj, dekonstruerer det
og syer stykkerne sammen til unikadesigns som denim-patchwork bomberjakker og frynsede
nederdele. Det har aldrig været på tale at bygge mærket op på anden vis, for som de to unge
designere bag, Brittany Malvino og Michelle Bjerregaard Jensen, fortæller, så skal vi ikke kun
se værdien i bæredygtige materialer som økologisk bomuld og lyocel, men også i de
materialer, vi allerede har.
De to designere startede for alvor deres brand i sommers, hvor de indgik et samarbejde med
Røde Kors, der leverer genbrugstøj, som af den ene eller anden grund ikke kan sælges i
deres butikker. Materialerne fra genbrugstøjet bruger Brittany og Michelle så til at skabe
deres take på streetwear. Striber skabt af forskelligt materiale løber som en rød tråd igennem
Populært lige n
Udskældt Bie
hos BBC er t
Youtube – 'Co
af 2Pac og Tra
PRESS
Foto: Denise Borré
Bæredygtige designere slutter sig til Røde Kors
To designstuderende på 7. semester fra Københavns erhvervsakademi samarbejder med hjælpeorganisationen
Røde Kors om nyt designkoncept.
09.09.2016 | CSR | af Julie Kjaer
De to studerende i bæredygtig mode Michelle Bjerregaard og Brittany Malvinos lancerer deres første
kollektion under navnet Re.Imagine i dag, i butikken Pop-Up Copenhagen. Kollektionen ’Redefining Lines’
er et nyt initiativ til at fremme bæredygtig mode og samtidig går pengene til et godt formål. Ideen til projektet
er de to designstuderendes, som har kontaktet Røde Kors for at indgå et samarbejde. Røde Kors har stillet
deres lager af brugt tøj til rådighed og selve processen har af den årsag været vendt på hovedet:
”Vi har udelukkende anvendt genbrug og redesigning til at producere kollektionen. Hvor man normalt vil
tegne skitser af hver style som det første, har vi kigget på materialerne og dernæst designet tøjet,” forklarer
Michelle Bjerregaard.
Ifølge Michelle Bjerregaard findes der alt for meget fast fashion, der hele tiden får forbrugeren til at udskifte
sin garderobe. Det forsøger designerne bag Re.Imagine at modarbejde:
”Vi har redesignet genbrugstøjet til at være ’one-of-a-kind’-pieces, så det forhåbentligt får længere levetid
ude hos den enkelte forbruger. På den måde er forbrugeren også med til at spare på ressourceforbruget,” siger
Michelle Bjerregaard.
Gensidigt samarbejde
Tankegangen om at minimere ressourceforbruget hænger sammen med mange af Røde Kors andre
forbrugerrettede tiltag, der alle fremmer bæredygtig mode. Tiltag som modemagasinet ’STIL’, ’Røde Kors
Modeblog – mode med omtanke’ og butikken ’Fremtiden’ på Nørrebrogade er med til at understrege
organisationens budskab, som Re.Imagine også ønsker at promovere.
”Samarbejdet med Røde Kors styrker vores brands troværdighed og stemmer samtidig rigtig godt overens
med Røde Kors’ arbejde. Vi har under hele forløbet ønsket at være med til at sprede deres budskaber,” siger

9. CONTACT:
rireimagine@gmail.com
@rireimagine
rireimagine