You might remember ‘The Brand’ from Season 6 of The
Apprentice. And if not...
Baggs’ shrewd observation was of Junky Styling's upcycled garments.
The sustainable fashion company appeared on episode 5 of the
series which saw the two teams battling it out for a job opportunity with Sir
Alan Sugar; selling clothes in the Manchester Trafford Centre.
‘Recycle clothing? Isn’t that what tramps do?’
Who is Stuart Baggs anyway? His views might seem pretty
irrelevant, yes; but sadly, these are the views of a large majority.
In Recycle and Reuse as Design Potential, Scott (2008) sees
that the resounding response to post-consumer goods is, ‘second-hand equals
soiled’.
That said, the current state of the economy has pushed
people to become more open to second-hand shopping. Cassidy (2010) reports that
the first year of the recession saw a 6.7 per cent increase in charity shop
sales and eBay (2011)- the world’s largest recycler of used goods (Brewer-Hay,
2010)- report a 38 per cent growth in business start-ups during the first year
of the recession.
Now back to upcycling and back to the Apprentice. This year’s
hopefuls and their attempts at upcycling in episode 4, ‘Junk Shop’...
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