What if the towel you used in your bathroom could become your favourite pair of shorts this summer? It may sound a bit crazy, but that’s exactly the kind of rethinking the founder of RWRK Studio did. In a world where fashion waste continues to climb, this south-east London brand is proving that what we throw away still holds serious value.

Who's ready for a story of creativity, culture and refusing to accept that landfill is the final destination? Let's dive in!

The Business Mindset That Started in Year 7

Founded in 2023 by Farouk Braimoh, RWRK Studio transforms discarded textiles, most recently towels from hotels and gyms, into contemporary streetwear and accessories. But long before launching RWRK Studio, Braimoh was learning how to make the most of what he had. On his first day of secondary school, he had £20 to last the month. After doing the maths, he bought a packet of cookies, sold most of them at school and created a small side hustle. By the end of Year 7, he had regular customers and a taste for entrepreneurship.

   

That mindset of doing more with less has stayed with him. Years later, while working at Burberry, he saw piles of unsold and damaged stock being cleared out through heavy discount sales. He pitched the idea of upcycling unused garments in 2021, but the concept was not taken up. After leaving in 2022 and facing similar hesitation elsewhere, he decided to build his own direct-to-consumer brand instead.

Fashion’s 92 Million Tonne Problem

Globally, the fashion industry produces an estimated 92 million tonnes of textile waste every year. Much of it comes from garments that are barely worn, and most ends up in landfill or is incinerated.

Instead of adding to that pile, Rwrk Studio is asking a different question: what if we simply used what is already here? Rather than producing more, the brand reworks existing materials into fresh designs. It's a practical, creative response to a system that clearly needs a reset.

Why Towels, and Why Now?

After initially creating made-to-order pieces from thrifted garments, Braimoh realised the model was difficult to scale. Sourcing one-of-a-kind materials for every order became time-intensive. Towels, however, offered a practical solution.

Sourced by the kilogram from hotels and gyms, these reclaimed towels are easy to clean and process. In 2025 alone, RWRK Studio has upcycled 200 kilograms of towels. Towels from professional hospitality settings are designed for durability, density and longevity. Their softness comes from the fibre itself, not artificial finishes and imperfections and variations are embraced as part of the design, not hidden.

Reworking As a Way of Thinking

Fashion does not need to mean producing more. It can mean choosing better, creating fewer pieces that earn their place over time. By extending the life of materials that would otherwise be discarded, RWRK Studio is showing that creativity and responsibility can sit side by side.

A towel is no longer just a towel. It's fabric with a past and, with the right hands, a future.

Ready for another feel good upcycled fashion story? Check out our blog here about the brand turning abandoned festival tents into sustainable fashion. It's a goodie!

With love, 
Ellie xo