Hi and Welcome!

About a decade ago I read an article in, if I recall it correctly, WGSN* where the writer was discussing how our consumer behaviour was in need of a change. That it was not sustainable to buy 10 new dresses every single season, and just as many tops, and trousers, and blouses and...well, you get the point. Fast forwarding to today I´d say that our consumer behaviour of buying, using and throwing away clothes has increased rather than decreased as the mentioned writer was suggesting that we ought to, and it has been difficult to picture a world where it would change. Until now. Now, I think that many of us are ready for that change. That we have been growing tired of the endless buy and throw away culture and that we want to go back to making, buying and using well, just really well-crafted beautiful clothes. Or cool, edgy, unique or timelss and sophisticated clothes, whatever style you are going for. But I think we are ready to invest a bit more in those special pieces that we can see ourselves keeping in our closet - and wearing - for years to come. I think we are prepared to adapt to a buy less but better mentally. At least I am. 

My name is Pernilla and I am the founder of Re:Cut The Label and I´d say my journey towards a more sustainable fashion future began shortly before or after reading that article. It was not only that article, it was a lot of small things coming together making me question the fast fashion environment I was then working in. I was for a while considering leaving fashion all together to do something completely different, but long story short, I ended up moving to London where I remembered why I fell in love with fashion in the first place; the creativity, the craftsmanship, the experiments, the fun, the quirkiness and the beauty. And I decided to stay. To stay and use my experience, and at least try, to make a change, to make a difference. It has since been a long road, which I am happy to share with you at some other occassion, but now I am just so excited to introduce and share with you, my new brand, Re:Cut The Label. 

Introducing Re:Cut The Label a new Swedish womenswear designer brand

Re:Cut The Label, is a Swedish womenswear designer brand where we use resources that already exists, such as left-over materials, mainly denim, and second-hand jeans to create new well-made and unique designer pieces. We are starting out with a small collection of mainly patchwork and dark blue denim garments inspired by some of my first fashion memories and days now gone by, yet looking brightly into the future. We love the creativity and the craftsmanship that goes into crafting each and every piece in our collection and we hope that you will love our clothes as much as we do. You can have a look at our collection here:


And if you have any questions or thoughts please don´t hesitate to get in touch - we would love to hear from you!

For now, have a lovely evening and hope to see you here soon again!

Best // P

*WGSN is a global trend network, you will find them here: https://www.wgsn.com/en/