Nike is launching a line of upcycled clothing in Europe. Gen Z and Millennials in Western Europe have growing concerns about climate change, and it’s making them re-evaluate their shopping habits. These young consumers want brands to invest more in the three R’s: re-selling, re-wearing, and recycling. Now, brands are taking notice. Last year, Nike introduced its Re-Creation program, which worked with local creatives to turn vintage clothes into fresh garments in specific cities and regions. The project first launched in Los Angeles and sold a series of fleece hoodies and crewnecks inspired by sports culture. Now, the young consumer-favorite brand is bringing the concept to Europe: slated to arrive in London and Paris, this edition focuses on “the future of athletes in sport” in partnership with local creatives—and targeting young Europeans keen on wearing sustainable and innovative ‘fits. (Hypebeast)
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