New & Lingwood, a renowned British menswear brand, has recently introduced an innovative sustainability and circularity initiative called RE:NEW. Situated at 19 Savile Row in London, the heart of the city’s distinguished men’s tailoring district, this initiative aims to explore fresh avenues of product creation that minimize waste while upholding the brand’s commitment to innovation and quality.
Widely recognized for its collection of timeless and contemporary loungewear, relaxed tailoring, and elegant formalwear, New & Lingwood believes that the launch of RE:NEW allows them to contribute to the wider conversation on how heritage brands can embrace a forward-thinking approach while honoring tradition and legacy.
So, what does the RE:NEW initiative actually involve? The space offers visitors a complete experience, centering around product initiatives that include a range of unique dressing gowns crafted from recycled, surplus, and salvaged luxurious fabrics that would otherwise be discarded. Additionally, there is a repair station where customers can bring not only old New & Lingwood pieces but also treasured garments from other brands to give them a new lease of life through the expertise of the brand’s skilled tailors and craftspeople.
Embroidery services are also available as part of the program, enabling customers to personalize their clothing with initials or motifs of their choice. Tom Leeper, the creative director, describes this initiative as an exceptional opportunity to redefine the future of luxury menswear. The space not only serves as a platform for engaging in discussions surrounding sustainability and circularity but also allows for experimentation and learning.
CEO Freddie Briance emphasizes that RE:NEW represents just the first of several concrete steps the brand is taking towards their goal of becoming Net Positive. He believes that concepts like resale, repair, and rental will become increasingly mainstream within the next five years, and New & Lingwood wants to be well-prepared to deliver an elevated experience when customers approach them for these services.
While acknowledging that they are not flawless, the brand aims to use RE:NEW as a starting point for significant evolution. This initiative acts as a fertile ground for sustainable products, ideas, innovations, and business models that will eventually be integrated into their main lines and core channels.
By embracing sustainability and circularity, New & Lingwood is leading the way for a more environmentally conscious approach to menswear. Through RE:NEW, the brand seeks not only to educate their customers but also to learn from others and evolve in meaningful ways. This momentous step represents only the beginning of their journey towards a more sustainable future.
Useful links:
1. New & Lingwood Official Website
2. Savile Row Bespoke Association
