American Rag, Denim Dudes to launch upcycled fashion initiative

American Rag, the iconic Los Angeles retailer, has teamed up with trend forecasting experts Denim Dudes to launch Nothing New, a retail initiative aimed at showcasing emerging local designers and promoting the upcycling of vintage and deadstock clothing. This collaboration will highlight the creative potential of repurposing existing garments while supporting sustainable fashion practices.

The Nothing New project gives seven local brands—Object from Nothing, Knorts, Dr Iceland, Denem, Masato Kawajo, N.G.O, and Clutch Golf—access to American Rag’s extensive archive of over 2 million vintage garments. Designers will draw inspiration from these vintage pieces to create 20-piece capsule collections, which will be sold exclusively online and in-store at American Rag starting September 19, marked by an in-store event.

Amanda Shi-Werts, American Rag partner, emphasized the sustainability of the initiative, noting that “there are enough clothes on the planet to supply our next six generations, so why make something new?” The initiative demonstrates how upcycling existing garments is a sustainable approach to fashion, creatively reusing materials that are already available.

The designers selected by Denim Dudes founder Amy Leverton and trend forecaster Shannon Reddy visited American Rag’s warehouse in July to select vintage pieces for their collections, choosing items like denim laundry bags, aprons, jersey tees, and hoodies. Each designer has their unique aesthetic, allowing them to craft their capsules with free creative range.