Urban was definitely way ahead of its game in terms of launching a green line. On their blog, director of Urban Renewal, Dayna Haley explains how this collection has given the brand a clear competitive edge.
The line first began as just a "bad costume" selection for Halloween. Then the designers starting collecting men's shirts, sheets, Levi's denim, vintage t-shirts, 70s/80s dresses, blouses and 80s "career lady" clothing. On the blog, Haley explains that all those items "works brilliantly for reconstruction" and then the designers "update them through new wash and dye treatments as well as incorporating new trims".
Creating the collection can sometimes be difficult since the designers need to find vintage or deadstock in large amounts of quantity in order to "mass-market" the merchandise.
Finally, one thing that amazes me the most about the Urban Outfitters brand is their ability and willingness to incorporate and engage the consumer into the final production of their collection. I witnessed this first hand during a workshop at Anthropologie where customers were encouraged to help create the visual displays. Similarly, Urban Renewal asks their store employees and their customers to hand customize a vintage item, which the brand then offers for sale in the stores.
Check out these current Urban Renewal products:
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