FOUNDER & DESIGNER

Reet Aus PhD

As a female founder and designer, I’ve always believed that fashion can drive positive change. Early in my career, I became aware of the environmental toll of the fashion industry, which generates millions of tons of textile waste each year. This realization led me to embrace upcycling—transforming waste into new designs—as my path forward. 

In 2012, I founded Reet Aus clothing brand, a label dedicated to sustainable fashion through industrial upcycling. Our Upmade® Certified system integrates sustainability directly into the supply chain, drastically reducing Co2, water and energy use. Our pieces show that style and sustainability can coexist beautifully.

As a founder, I also advocate for transparency and collaboration in the industry, working with brands and educating the next generation of designers. My mission is to reshape fashion into a force that benefits both people and the planet.

Reet

Researcher

Reet Aus is a senior researcher specialising in circular design at the Estonian Academy of Arts. Her focus lies in developing sustainable fashion solutions that challenge traditional production models by integrating upcycling and recycling practices.

In collaboration with the Stockholm Environment Institute (SEI), Reet Aus has played a crucial role in developing the science-based production method known as UPMADE. This innovative method enables the upcycling of textile waste during the garment manufacturing process, transforming leftover materials into new products.

UPMADE allows brands to significantly reduce their environmental footprint by saving water, energy, and raw materials. It provides a verified approach for producing garments with a lower ecological impact without compromising quality or design. The UPMADE certification system empowers manufacturers and brands to adopt sustainable practices on a large scale, offering a practical pathway to circular fashion.

Reet continues her research on the UPMADE method and its applications, with a current focus on post-consumer waste, exploring ways to effectively upcycle and recycle textiles that have already been used. Her work aims to expand the potential for circular solutions in the fashion industry, reducing the waste generated from both production and consumption stages.

Some of her past and present research initiatives include:

Out of Fashion

The beginning of Reet Aus's brand story has been recorded by Jaak Kilmi and Lennart Laberenz who produced the documentary "Out Of Fashion" about Reet and her plan to change the world, by changing the fashion industry.

The documentary follows Reet Aus’ journey from Tallinn, through the fashion stages of Europe and the cotton plantations of South America, and right into the epicentre of mass production in Bangladesh, in an attempt to effect real change to benefit everyone.

Jaak and Reet are currently shooting their second documentary “Completely out of Fashion”.

Watch "Out of Fashion"

Speaker

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Reet is a recognized expert in circular design, sustainability, and the future of fashion. Her groundbreaking work in industrial upcycling and zero-waste fashion has made her a sought-after speaker at global conferences, panels, and industry events. 

UPCOMING:

TBC

Her past talks and presentations include:

  • Circular Design Deep Dive, Nov 19-20 2024
  • "From Trash to Design" – TEDx Talks Tartu
  • "Upcycling in textile industry" – TECx Talks Narva
  • NODUS Talks by NODUS Aalto during Helsinki Design Week
  • European Commission’s Circular Economy Forum
  • "UPMADE System and Digital Product Passport" – NYCxDESIGN Festival at Pratt Institute
  • Novatore Impact Summit
  • Women in leadreship. AmCham Estonia
  • Tallinn Design Festival
  • Latitude59 in Kenya
  • Roundtable at the International Congress of Sustainability in Textile and Fashion in SUSTEXMODA Brazil
  • 2 day workshop in UAM Universidad Autónoma Metropolitana in Mexico
  • European Theatre Forum 2023 hosted by JK Opole Theatre in Poland
  • Workshop during Gran Canaria Summit by European Fashion Alliance
  • Asia-Pacific Region Conference, organized by the Ministry of Foreign Affairs of Estonia
  • Mentoring start-ups 5-month Growth Program Fashion For Change EU in Tallinn
  • Mentoring designers & start-ips Tartu Centre for Creative Industries
  • Neonyt during Berlin Fashion Week
  • Impact Day

Reet also consults companies to transition towards more sustainable practices, offering insights into how circular design can drive both ecological impact and economic growth.

To bring Reet’s expertise to your event or organization, book a consultation or speaking engagement by emailing reet@reetaus.com.

Awards & Recognitions

Reet Aus PhD has received numerous prestigious awards for her pioneering work in sustainable fashion and circular design. Some of the key accolades include:

  • German Ecodesign Award, given for UPMADE®️ Collection in Product category (2023)
  • Tallinn City Award, given for special services rendered to Tallinn, Estonia (2021)
  • One of the Top 20 Responsible Leaders in Northern Europe, as chosen by the Nordic Business Report (2017)
  • Estonian Order of the White Star, class V (2016) One of the Top 20 Women in Business, as chosen the Nordic Business Report (2015) Runner-up at I:COLLECT Award (2015)
  • Runner-up at European Business Awards for the Environment (2014)
  • Woman of the Year (Association of Business and Professional Women Estonia 2014)
  • Notable Young Estonian (Junior Chamber International Estonia 2014) Environmentally Friendly Company (Ministry of the Environment 2013)
  • Entrepreneur of the Year of the Civic Society (Network of Estonian Nonprofit Organisations 2013)

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