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LVMH has solidified a partnership between several of its fashion maisons and weturn, a company that offers an innovative recycling chain dedicated to unsold textiles from major fashion houses. Founded in 2020, weturn is the first recycling chain dedicated to unsold textiles, rolls of fabric and offcuts from major fashion houses, which are all protected by intellectual property. The company then transforms them into new quality yarns and fabrics that are 100 percent traceable and European-made.
LVMH to date has not named which of its designer brands is recycling textiles. The issue with upcycling recognisable fabrics is that they may end up back in the marketplace when used by a different brand. Companies such as Valentino have seen a branded V-print fabric, uniquely developed for the house, used by designers who found leftover fabric in a re-sale shop on the outskirts of Paris. LVMH will be keen for its repurposed textiles to not be recognisable in the marketplace.