A world where textile waste doesn’t exist.
Reju is a technology startup transforming the textile system by making textile waste a thing of the past. Their goal? To recover and regenerate textiles so they can be recirculated, infinite times.
I partnered up with my friends at co:collective to build the Reju brand from the ground up. We integrated with Reju to create the strategy, voice, messaging, and design system in time for their 2024 launch.
WORK
WORK
Spaces & Materials
Story
Think of something you use every day. Something you need to function, like the shirt on your back.
Now, throw it away. Imagine 8.1 billion people doing the same thing.
And you have just described our textile system.
It drains millions of tonnes of resources we need, every day. To make millions of tonnes of textiles, every year.
They’re worn an average of 7 times. Then, less than 1% get recycled.
At this rate, we’ll need two planets to sustain us by 2030.
Ignoring the problem won’t fix it. Small changes won’t, either. There’s no single solution to a problem this big. We need to redesign the textile system, end to end.
That means coming together across the industry to envision a different future for textiles. One where textiles don’t deplete our planet or industry.
Where they don’t go to waste, but can be recirculated – infinitely.
Sounds promising (and it is). But it’s easier said than done. It takes time, money, and effort. New technology and infrastructure. New regulations and ways of working.
Most importantly, it takes everyone. Collectors and sorters. Polymerizers and manufacturers. Brands and consumers.
It’s challenging, but it’s possible. Right now.
We’re a team of leading engineers, scientists, and textile experts building a world designed to last.
How? By partnering to create the infrastructure to recover and sort textile waste, at scale.
By not just recycling materials, but regenerating them to feel and function better than new. And by breaking down silos to recirculate critical resources, infinitely.
All to unlock a new perspective on the things we use, every day. A new future for the textile industry.
And infinite possibilities within finite resources.
Are you ready?
PROCESS
PROCESS
Voice
Reju’s voice reflects the brand’s signature personality: the radical pragmatist.
Radical, because they are unafraid to face the truth (even when it’s hard to swallow).
Pragmatic, because they are grounded in reality and open to complexity (even when it’s hard to navigate).
It helps the brand speak consistently and impactfully, connecting with audiences and setting the tone for the category.
Voice has been condensed for this portfolio.
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Confident. Outspoken. Audacious.
We aren’t afraid to say what others wouldn’t, because we’re doing the work that others haven't.
We have a bold point of view and deliver it directly, pushing the boundaries of polite and conventional because the truth can be hard to hear.
We are never: aggressive, isolating, or exclusionary.
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Captivating. Persuasive. Visionary.
We make others want to join us, long-term.
We have a relentless bias for action.
And we call out practices, not individuals – because we never want to exclude a potential partner.
We are never: lofty, empty, or naive.
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Clever. Smart. Witty.
We take our work seriously, but we know how to cut through the tension.
We use wit to stand up for what we believe in.
And we make people think, differently.
We are never: punny, silly, or cheesy.
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Straightforward. Direct. Rational.
We have work to do, so we don’t waste time mincing words.
We never sugarcoat or glaze over difficult topics.
And we keep it simple and to the point, because our information is important and should be easy to understand.
We are never: dry, clinical, or boring.
Messaging
Reju’s messaging defines how they talk about the brand and the category in a radically pragmatic way.
Each message is designed to make it easy for audiences to understand the complexity of the problem, the solution, and how Reju delivers on it through their product and partnership model.
Together with the brand voice, messaging forms the foundation for Reju’s communications from web to social and beyond.
Messaging has been condensed for this portfolio.
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Our world is running out of the resources we need - and fast.
We’re using our most valuable finite resources to make things we throw away.
The textile industry drains millions of tonnes of resources a day, then uses them to make textiles that get buried or burned.
We only have a finite amount of nonrenewable resources. And at the rate we’re using them, we’ll need two planets to sustain us by 2030.
That’s why we’re creating a system that recirculates the resources we already have instead of extracting new ones.
A system that can sustain our nonrenewable resources, so they never run out.
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We’re a materials regeneration company. We recover and regenerate textile waste so it can be recirculated, infinite times.
Our goal? To create an industry where textiles aren’t wasted, but recirculated.
That’s why we partner upstream to recover and sort textile waste at unprecedented scale. Regenerate textile waste into materials that feel and function better than new, with 50% lower carbon emissions.
And partner across our industry to make it possible for us to recirculate our critical resources, infinitely.
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Meet Reju.Polyester: Guaranteed textile-to-textile.
Our polyester is made from textiles, for textiles. That means it's made from 100% textile waste that would be buried or burned, with no bottle chips used, ever. 100% traceable for a more open supply chain. 100% regenerated into textiles that feel and function, better than new.
Cleaner for people and planet. Our process and product are cleaner than any other on the market. That means 50% less carbon emissions than virgin. Less impurities and no thermal damage compared to mechanical recycling. All for a cleaner second life.
Higher performing. When you follow our yarn standards, you create a fabric that performs better than new polyester. That means higher tenacity. Lower shedding. And a stronger fabric for a stronger garment.
Longer lasting. Following our yarn standards doesn’t just boost fabric performance. It helps you create a fabric with a longer life. Think better moisture management. Brighter color. And a softer feel for maximum comfort.
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When you partner with Reju, you’re future-proofing your business – and our industry.
Access that grows with you. We give you access to the most premium rPET on the market for 10 years, minimum. The best part? Your access increases over time.
Seamless integration. We work directly with your supply chain to make sure our solution integrates with your business. That means better practices and better products.
Regulation compliant. We’re aligned with GRS and bluesign® standards, and we only work with partners who are too. It’s how we ensure a future for our industry, together.
A better product for your customers. We help you create a product that feels and functions better than new. Think products that are longer-lasting and easier to recycle, for customers who are willing to pay more for the best.
A plug-and-play solution. We built the infrastructure and technology you need to transition to a textile-to-textile business, so you don’t have to.