One of the most important challenges in today's fashion industry is to move towards circularity. In this context, Sekond, an innovative brand from Valencia, is making a difference by transforming unsold stock and defective products from other brands into new and exclusive garments. We talked to Nela, its creator, to find out more.
From inspiration to the creation of Sekond
We asked her about her inspiration for Sekond: ‘I've always felt a very special connection to the natural environment’ says the founder.
She also reveals that her passion for fashion has been a constant in her life: ‘My grandfather had a fashion shop called “RAGARA”, and this love for clothes and design has been in my family forever’.
The influence of her training on the Sekond approach
Nela tells us that her background in neurobiology and neuromarketing has been key in shaping her brand's approach. ‘Biology has given me a macro view of the world we live in’, she says.
On her neuromarketing training: ‘It has given me a broad view of consumer and market behaviour. This has been fundamental in turning my idea into a viable proposition for companies,’ adds Nela.
Her biggest challenge in leading Sekond
‘The biggest challenge was the change from a B2C to a B2B model. It was a huge strategic decision that required rethinking the whole direction of the business,’ says Nela.
Along the way, she decided to surround herself with mentors and follow her intuition. However, what comforts her most is knowing that: ‘I am not alone: my team is always there to add ideas and support’.
Upcycling and its value in the circular economy
Upcycling and recycling are two concepts with key differences. ‘Upcycling is like recycling, but taken to the next level,’ says Nela. While recycling involves breaking down materials to transform them into something new, upcycling focuses on reusing existing resources.
Upcycling revalues what already exists, adding creativity, design and functionality: ‘It has immense value because it not only avoids waste, but also maximises the potential of the materials’.
Companies that have monetised their textile surplus thanks to Sekond
Some companies have been able to generate revenue from their textile surplus thanks to Sekond. These include collaborations with Batera-Brand and G-lem.
Nela tells us briefly about these partnerships: ‘With Batera Brand, we transform their surplus sweatshirts into sports and weekend bags’.
In the case of G-lem: ‘We turn surplus trench coats into unique and sustainable bags’.
However, the most ambitious project they are developing is with Iturri, a leading company in workwear: ‘With them we are developing a variety of upcycled products, from accessories to functional solutions for the industrial sector,’ explains Nela.
Metrics for measuring environmental and social impact
Different metrics are used at Sekond to quantify and communicate the value that is created. We explore some of the most relevant ones:
‘We compare the resources used in our upcycling products versus conventional textile production to calculate the savings in litres of water,’ adds Nela, on the water consumption metric.
As for the reduction of CO2 emissions, she points out: ‘By reusing existing materials, we avoid the extraction of natural resources and the emissions associated with each stage of production’.
On eutrophication, she reports: ‘We analysed how upcycling helps minimise the release of harmful nutrients, such as nitrogen and phosphorus, which cause eutrophication in freshwater bodies.’
The role of process innovation
Nela stresses the importance of innovation at Sekond: ‘There is no other major player in the industry that shares exactly the vision we have’.
This approach is reflected in various areas of the company, such as the search for new techniques, tools and strategic partnerships. Other areas include design and communication of the environmental impact generated.
‘We believe that true innovation is not only about creating something new, but also about rethinking the existing to adapt it to the future,’ says Nela.
Sustainable fashion trends and impact for the future
Nela points out that in the coming years, upcycling will become more relevant in the sector: ‘Although in Spain this concept is still at an early stage and is not very well known, I am convinced that the trend will become strong here’.
She also highlights that the management of textile surpluses and the search for sustainable alternatives to give them a second life will be consolidated as key issues in the future. Finally, she anticipates that traceability will become increasingly important. The latter will not only represent a competitive advantage, but will also become an obligation for European companies.
Future projects for Sekond
Nela shares with us the next projects she has in mind. On the first one, she clarifies: ‘We are expanding our vision towards new segments, such as the hotel sector’.
On the second, she says: ‘We are focused on strengthening our relationships with existing clients, such as Iturri’.
Finally, she mentions that very interesting proposals are being developed with leading companies in the transport sector in Spain: ‘We are exploring how upcycling can also provide solutions in this area’.
SEKOND invites us to reflect on the real value of what we consume. Perhaps the real innovation is not in creating something completely new, but in improving what we already have.