Behind the Seams: Upcycled Denim Collection Launches in Norwich for Great Big Green Week 

As part of our ongoing commitment to sustainability, Salvation Army Trading Company Ltd (SATCoL) has teamed up with the University of Northampton to launch a unique upcycled denim fashion collection called ‘Re’—just in time for Great Big Green Week  (9–16 June). The 6-piece collection is made from worn-out denim sourced from our Kettering processing line and will be available exclusively in our Norwich store. 

We caught up with Emmeline Child, Senior Lecturer in Fashion & Textiles at University of Northampton and designer of the collection, to learn more about the inspiration, challenges, and future of circular fashion. 

Q: Emmeline, can you tell us a bit about your background and how you first connected with SATCoL? 

Emmeline: I studied fashion and worked briefly in the high street industry, but I found it creatively limiting. My interest in sustainability led me to a project with SATCoL in the early 2000s, where I explored textile waste. That experience sparked a passion for working with end-of-life materials. I even launched a small fashion range sold through Topshop and boutiques. After the 2009 recession, I moved into academia and began embedding sustainability into education. I’m now doing a part-time PhD focused on scaling upcycling. 

Q: How did this latest collaboration with SATCoL come about? 

Emmeline: I reconnected with SATCoL during a research project at UAL that looked at the impact of COVID-19 on the charity retail sector. That’s when I met Bernie Thomas, SATCoL’s Sustainability and Circular Economy Manager, again. We started talking about doing something together, and when I saw a UK Research and Innovation (UKRI) funding opportunity, everything aligned. 

Q: What’s the focus of this UKRI-funded pilot project? 

Emmeline: It’s about testing a model for circular fashion using denim. I started by visiting SATCoL’s processing facility in Kettering, and the sheer volume of donated textiles was overwhelming. Denim stood out—it’s durable, versatile, and often looks better with age. The goal was to create a small, commercially viable collection that could be scaled up if successful. 

 Q: How is this collection different from your previous work? 

Emmeline: My earlier label, Emmeline 4 Re, focused on bespoke, one-off pieces. This time, the emphasis is on simplicity and scalability. The designs are intentionally straightforward to keep remanufacturing costs low and make the products accessible to more people. 

Q: What’s been the biggest challenge in designing this collection? 

Emmeline: Balancing creative design with commercial viability. As a designer, you naturally focus on aesthetics, but this project required a shift—prioritising scalability, accessibility, and waste reduction. We repurposed around 30 kilos of denim, though some waste remains due to rivets and stained fabric. It’s not perfect, but it’s a big step forward. 

Q: What kind of impact do you hope this project will have? 

Emmeline: I don’t expect it to change the industry overnight, but it’s a valuable case study. It shows one method of circular design that could help reduce waste for organisations like SATCoL. Ideally, we’d love to see it scaled across more stores. 

Q: How can consumers support initiatives like this? 

Emmeline: Buy second-hand—whether it’s remanufactured or vintage. That’s one of the best things we can do right now. Projects like this help shift perceptions and make waste textiles “cool” again. Change starts with awareness and confidence. 

Q: Do you have any advice for people who want to try upcycling at home? 

Emmeline: Start small. Add studs or patches to jeans, redye something to a colour you love. You don’t need to know how to sew—personalisation can be simple. And if DIY isn’t your thing, support those who are doing this work. It’s all about finding your style and owning it with confidence.  

 John Webb, Site Manager at SATCoL’s Kettering Processing Centre, added: 

“It was a pleasure to supply Emmeline with valuable materials to practice & innovate with. It’s so important that we support the promotion of sustainable fashion and raise awareness of the issues that fast fashion is having on our environment. Upcycling old garments supports a circular economy by giving new life to old clothing.” 

What’s next for this upcycled collection? 

As the UKRI-funded pilot collection rolls out, the initial focus is to test the concept and its viability.  

Learning from the Launch 

The first step is to evaluate how the collection performs in-store. Customer feedback and sales data will offer valuable insights into the commercial potential of upcycled fashion. 

Scaling the Model 

If the trial proves successful, there’s strong potential to build on the collection and expand the concept across more SATCoL stores. The goal is to create a scalable, commercial collection that can be replicated.  

Get Involved! 

The collection launches in our Norwich store on 9th June as part of Great Big Green Week. Keep an eye out for it! 

*photo credit: Alex Potton