#Japan #Tokyo #PRISTINE #Fashion Revolution #Re PRI Project

PRISTINE and Fashion Revolution Week 2025

PRISTINE, a brand under Avanty Co., Ltd., is known for its commitment to eco-friendly, organic cotton products that enhance sustainable lifestyles. As part of the international campaign known as Fashion Revolution Week, running from April 22 to 27, 2025, PRISTINE will showcase its unique upcycling initiative, the Re PRI Project, across its social media platforms and dedicated website. This initiative aims not only to promote sustainable fashion but also to encourage consumers to think about the environmental impacts of their clothing choices.

Embrace DIY Repairs

One of PRISTINE's key contributions during this week is encouraging customers to engage more deeply with their clothes. On April 26, dubbed “Mend In Public Day,” individuals are invited to repair their favorite outfits in public spaces such as parks or gardens. This initiative challenges the culture of fast fashion and aims to deepen the emotional connection one has with their clothing through simple repairs.

For those in need of fabric for repairs, PRISTINE's Kyoto and KITTE Marunouchi stores will offer bulk sales of leftover fabrics. Customers are encouraged to visit these locations to find materials perfect for their DIY projects.

Order Upcycling Services

Since 2012, PRISTINE has operated its Re PRI Project which allows customers to breathe new life into their discarded clothing. This service adheres to the concept of valuing quality over quantity, promoting a lifestyle of sustainable consumption.

By engaging in practices such as dyeing, repairing, and darning, PRISTINE helps customers cherish their items for longer while being environmentally conscious. Here are several specific services offered:

Re-COLOR

Customers can transform their items using eco-friendly plant-based dyes. This service is conducted at a local dyeing facility in Kyoto, where skilled artisans meticulously dye each piece.

Re-PAIR

PRISTINE offers alterations to ensure a perfect fit, as well as repairs for any wear and tear caused by use, addressing holes and fabric damage.

Re-MAKE UP

This service is not just about fixing but also adding creativity, with embroiderer Ayako Fujiwara enhancing garments with unique floral designs that reflect PRISTINE's aesthetic.

Awareness of Production Processes

In light of significant fashion industry events such as the Rana Plaza disaster in Bangladesh, awareness of sustainable practices in fashion has surged. With the rise of the #WHOMADEMYCLOTHES movement, consumers have begun to inquire more about the origins and processes behind their garments.

Since its debut in 1996, PRISTINE has valued transparency in production, assuring customers of the ethical craftsmanship that underpins its products. The brand boasts a commitment to eco-friendly materials and techniques, ensuring they support both the planet and the artisans behind each piece.

To learn more about PRISTINE’s production processes and origins, visit their special website dedicated to storytelling about their craft and the artisans involved: PRISTINE Craft Story.

For a deeper dive, check out their YouTube channel that chronicled how their garments are created and the stories behind them.

PRISTINE remains committed to transforming the way the world views sustainable fashion—by emphasizing the importance of knowing where and how our clothes are made, and by adopting practices that promote longevity in fashion.

For more information about PRISTINE, visit their official website.