How Reclaim Came to Be

From hospitality burnout to reclaiming waste—my journey into sustainable fashion.

2018 – A Wake-Up Call

Back in 2018, I was deep in the hospitality industry, steadily climbing the ladder. On paper, I had made it. I was in a stable job and finally feeling comfortable. But that comfort came with a price: I felt stuck.

One day, my boss… who, let’s just say, wasn’t the most inspiring figure, told me, “If you work hard, one day you can be like me.” I remember looking around and thinking, I don’t want that. I don’t want to be you. That moment was the push I needed to start exploring something different, even though I had no idea what that was yet.

I started researching university courses, first advertising, then graphic design, until I remembered something I had fallen in love with while living in Melbourne: vintage fashion. Funky shirts, bold patterns, one-of-a-kind pieces. That was it. Fashion was the spark.

At first, I dismissed the idea of studying fashion because I had zero sewing experience. I thought design was out of the question. But then I found the Fashion Creative Direction course at the University of Huddersfield. It felt right. After an inspiring interview with Charlie (My fashion tutor), I knew I had found my place.

2019 – The Industry Reality Check

Starting university was exciting, but by the end of my first year, the rose-coloured glasses were off. I had learned just how polluting the fashion industry really is, child labour, overproduction, microplastics in the oceans, it was overwhelming.

Suddenly, working for a big brand wasn’t just unappealing, it felt impossible. I couldn’t be part of that problem. It became clear: If I wanted to be in fashion, I had to do it my own way. I had to build something sustainable, something that aligned with my values.

2020 – Festivals, Lockdown, and a Tent-Shaped Epiphany

I’ve always loved festivals, camping, and the outdoors. That summer, I went to Lost Village, and while the experience was amazing, the aftermath wasn’t. When the crowds cleared out, they left behind a sea of trash, and not just rubbish, but stuff. Tents, sleeping bags, clothes—most of it perfectly usable, some of it brand new.

It hit me hard.

Then lockdown happened. Like most people, I had no work, no social life, and a lot of time. So I started experimenting. My original idea was to upcycle the clothes left behind at festivals. My mum and I set up a makeshift cutting table in the garden and got to work. But while we were surrounded by all this leftover material, we realised we were overlooking the most obvious and most wasted resource: the TENTS.

That was the real lightbulb moment.

Tents are everywhere at festivals, and they’re usually abandoned after just one use. But they’re made from amazing materials: vibrant, water-resistant, durable, and lightweight. It was like they were meant to be reworked into something new.

From Tent to Treasure

From there, Reclaim was born. I spent three years of trial and error, learning to work with this unique material, building the brand, and finishing my degree all at once. But through it all, one thing has stayed constant: the mission.

Reclaim isn’t just about fashion. It’s about giving forgotten things a second life. It’s about reducing waste, honouring creativity, and creating something meaningful without compromising the planet and all while having a smile on your face.

This is just the beginning.