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1 March 2024

Second-hand booms and turns into couture. Social business Humana Austria is expanding its chain of second-hand stores and teamed up with the country's youngest designer, Nicolas Dudek.

Second-hand clothing is booming worldwide as an alternative for those who want to change their wardrobe more often and in a way that conserves resources without creating waste. The social business Humana is a pioneer in sustainability by establishing a cycle that starts with the professional collection of clothing and ends with the offering of used fashion items in its approximately 25 stores, as presented on Recently, Humana opened a new store at Mirabellplatz in Salzburg. Humana Austria uses the proceeds from clothing donations to support charitable projects in Angola, DR Congo, India, Mozambique, Namibia and South Africa in the areas of education, village development and health, as well as child welfare, agriculture and teacher training.

To raise awareness for the treasures of used clothing, the social business has launched a collaboration focusing on upcycling and sustainable fashion. The collaboration partner is Austria's youngest designer ever to participate in Vienna Fashion Week (in 2022 and last year in 2023), 17-year-old Nicolas Dudek. The autodidact with no design training created five couture looks made entirely from second-hand clothing such as shirts and jeans. Dudek transformed them into completely new pieces, such as a long dress with ruffles made from the fabrics of about 100 shirts in shades of blue, or a denim suit made from 20 jeans, according to the press release distributed yesterday. In the release, Nicolas Dudek said that when he started the upcycling collaboration with Humana Austria, he immediately knew that he wanted to create something completely new - something that people wouldn't notice was made from old clothes.

The upcycling collection 'Nicolas Dudek X HUMANA' has been launched on with images of the five creations, including a wedding outfit, and a video interview with the designer answering questions like 'What is dead stock' - which, by the way, has nothing to do with upcycling second-hand items, but with the work of Dudek, who uses dead stock materials for his collections.

Double denim look from the 'Nicolas Dudek x HUMANA' upcycling collection, presented on February 29, 2024. Photo: Marina Yazykova.

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