Nestore's blog

What is upcycling?

It involves recovering materials or products that are no longer used to create objects or products with a greater quantity. The difference with traditional recycling is the notion of added value. Recycling is a long cycle and the objects sometimes lose quality, whereas in upcycling the goal is to enhance the basic product or object.

Mid-June: linen made in France

Mid-June ? This Nantes-based startup has set itself the goal of making linen more accessible through short supply chains. Winner of the 2023 Normandy Economy Trophies in the Challenges of Tomorrow category, this clothing workshop combines quality and eco-responsibility. The brand takes its name from the time when linen blooms: mid-June.

"At the launch, we made clothes and accessories from linen fabric spun and woven in Alsace – the first spinning mill to have relocated to France" Pauline Beuzelin

With the ambition of making it an emblem of the ecological and social transition, the brand has three commitments:
Environmental Commitment: Mijuin strives to minimize its environmental impact by adopting eco-responsible practices. This includes the use of recycled and biodegradable materials for packaging, as well as rigorous waste management to promote recycling and composting.
Product quality and traceability: Mijuin is committed to offering high-quality products by prioritizing local and organic ingredients. Each product is carefully selected to ensure complete traceability, thus ensuring transparency and consumer trust.
Ethics and respect for workers: Mijuin values respect for the working conditions of its employees and partners. The brand collaborates with suppliers who share the same ethical values, ensuring fair and equitable labor practices throughout the production chain.

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Ecoalf: the recycled ready-to-wear brand

We couldn't talk about this topic without telling you about Ecoalf, the Spanish brand.

It was founded by Javier Goyeneche in 2009. His project was born with the birth of his son Alfredo. The trigger? The world he would leave to his son and future generations.

We came across this brand through our research for the SEAQUAL initiative. This fiber was born from a joint effort between the Ecoalf brand, the Santanderina textile group, and the spinning company Antex. They transformed marine waste into 100% recycled polyester. This is how the famous Seaqual™ fiber was created, which is increasingly used by emerging brands. We'll look at some of them later in the article.

What struck us about Ecoalf was its extensive range: clothing, sneakers, and accessories. They are pioneers of sustainable fashion. Their initiative is successful. Their idea is based on recycling, and they stick to it. They fully embrace their activist side and launched the "There is not planet B" campaign.

Namely, they have a product impact analysis system that allows them to know their carbon footprint, which helps maintain their credibility and their objectives.

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Hero: Recycled sweatshirts

They finished their Ulule campaign at the end of 2019. Héro Recycle was created by Florent Liénard . A young entrepreneur at heart, he wanted to start his own business. His trigger was the amount of water used to create a simple sweatshirt. So he decided to create sweatshirts from old clothes and plastic bottles (Seaqual fiber). On average, it takes 8000 L of water and 600g of chemicals. Héro's is: 50L of water and 0 chemicals.

And the Héro team didn't stop there: for every sweatshirt purchased, they finance access to drinking water for 3 people in partnership with the PASDB association.
All made in France, of course.

Héro is one of those companies that wants to change production methods by proving it's possible. They want to develop a whole range of basics in the same vein: sustainability and quality are their watchwords.

Corail: eco-friendly sneakers that save the ocean

Ulule definitely allows us to unearth real gems in entrepreneurship. Here, Paul and Alexis partnered with fishermen to launch their project.

One sneaker = 8 recycled plastic bottles
The concept is simple and powerful: for every pair of sneakers produced, eight plastic bottles are collected, sorted, and transformed . The first cleanup operations took place on the beaches of Marseille, a city that also gives its name to their flagship model, "La Marseille." This marine waste then becomes the raw material for their stylish and responsible sneakers.

Ethical, local and stylish sneakers

In addition to being eco-friendly, Corail sneakers are made in Europe under ethical conditions. Their minimalist and modern design appeals to lovers of responsible fashion. Buying a pair of Corail sneakers means supporting a circular economy , reducing plastic pollution and adopting an eco-chic look .

Positive communication around a sensitive subject

Where Corail also stands out is in its communication style . Ocean pollution is a serious, often alarming, issue. Yet, the brand manages to adopt an optimistic and energetic tone , highlighting concrete solutions and a neat aesthetic. This makes their message more accessible and engaging , especially among younger generations who are keen to consume more sustainably.

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Renée Recycle: second-hand dishes and decorations

We're moving beyond fashion to discuss the initiative of two Marines. Trained as stylists, they wanted to put their skills to work to convey a message, an idea, and find meaning in what they do.

These are second-hand items, found and recycled at flea markets, garage sales, or associations. They mainly include tableware and decorative items.

Second-hand is one of the solutions that brands have found to engage . However, prejudices persist around the image of this concept: "dirty" and "damaged". This is where Renée Recycle has succeeded: thanks to their trendy and fashionable eye, they have been able to create a world around Grandma Renée at home that is pop, vintage and colorful.

Hopaal: recycled and local clothing

Hopaal was founded in 2017 by two Toulouse residents, Mathieu and Clément. Affected by the changing landscape around them, they joined forces with the aim of trying to change our consumption habits: “We have a duty to try, and we have the right to make mistakes.”

This ready-to-wear brand fights overconsumption by offering wardrobe essentials made from recycled materials. "Preserve, inspire, and deserve the world we want," is their guiding principle. They also take a local approach and fight against fast fashion. These two entrepreneurs have a host of compassionate ideas to stop the superficial and rethink our needs. They are building a community around their projects: they want to try, research, and try again to find solutions to pollution.

They recently launched their second initiative: DemocraTee. It's a simple t-shirt, sold at cost price and made in France.

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Midnight on Earth: Leather-free and recycled bags and shoes

It all started with Marie, the creator of Minuit sur Terre, changing her eating habits. While still a student at the time, she turned to veganism. While searching for shoes that fit her lifestyle, she ended up creating her own leather-free, eco-friendly, and aesthetically pleasing shoes.

The brand ticks all the boxes: ethics, circular economy, not forgetting the aesthetics of its products.
For several weeks now, Marie has been launching a collection of timeless, feminine sneakers. Fashion and sustainability finally go hand in hand thanks to this brand new brand.