By Trần Khánh An

Open your wardrobe and be honest: how long has it been since you last wore some of those clothes? If you want to give your old garments a second life, RenewJeans, a small business in Hà Nội, knows how to turn them into stylish bags, backpacks and more.

Bùi Thị Kim Ngân, 36, a Hà Nội native, initially launched RenewJeans as a non-profit recycling initiative in 2013. The idea came when she received an oversized denim dress and, instead of putting it in the back of her wardrobe, transformed it into a handbag for her sister.

“I had too many old items full of memories that I couldn’t use anymore. I didn’t want them to be forgotten, but to be transformed into something I could carry with me every day, something ‘alive’,” she said.

“That year, I faced a serious health problem. After spending almost a month in hospital, I wasn’t in the best mental state. However, converting a pair of old jeans to a bag gave me a sense of purpose, and that moment marked the beginning of my journey down this path.”

The project, titled "Rescue Old Jeans", where every product was handcrafted in diverse sizes and designs, quickly gained enthusiastic support from friends and family.

“At first, I only shared this idea on a small scale, but it gained traction because many customers felt the same way and sent in their clothes,” Ngân said.

SELF RENEWAL: Bùi Thị Kim Ngân, founder of RenewJeans, unpicks a seam on a pair of jeans. VNS Photo Minh Phương

Each old item holds a story, preserving personal memories and emotions. One story that stands out to Ngân is when a customer from the South sent her father's old denim jacket to be turned into a bag for her sister in the US.

“The journey, from the initial idea to the person receiving the final product, took a lot of time. However, the customer placed her faith in the process, and we were so happy to continue the story of that old jacket,” Ngân said.

In 2019, she quit her full-time job and decided to commercialise RenewJeans. The business aims to minimise environmental impact, with a key criterion being the durability and extended lifespan of each product.

“Someone once asked us, ‘Is this project just turning waste from one form into another?’ So, we make sure every item we produce is durable enough to be used for at least two years. If the materials are durable enough, we will reuse them, not just denim, but other textiles and fur and leather,” she said.

When she receives customers' clothing items, she gives feedback and advises whether the chosen design suits the material. If it’s not a good match, she suggests alternative designs that better fit the original garment.

To meet the increasing demand, Ngân and her team even obtain extra materials from factories, such as defective garments, and give them a second life. Every detail of a clothing item, from tags, buttons, to belt loops, is reused and transformed into unique fashion accessories.

Clothing damaged for reuse is sent to partner facilities for recycling into new fabric or other usable products. This ensures a sustainable circular lifecycle for each item.

UPCYCLED: Each recycled bag is more than just a fashion item; it's a powerful message advocating for environmental protection and sustainable consumption. VNS Photo Minh Phương

Now the brand has grown by turning old denim items into ready-made products for locals and tourists alike. It currently has five shops and consignment stores in Hà Nội, HCM City and Hội An, offering stylish converted fashion items.

Although the products are made from recycled materials, customers still appreciate RenewJeans for their attractive designs and lasting quality.

Jean-Michel Tu, a Canadian customer, felt that the products were truly original and unlike anything currently available on the market.

“It's giving a second life to a lot of things, which is great because in our age with all the consumerism, there's a lot of waste. It's nice to see a brand that takes care of that, especially ones that have good quality, that way they can last a longer time as well," she said.

RE-PURPOSED: Some styles of recycled denim bags and backpacks designed by RenewJeans include tote bags, crossbody bags, mini backpacks, and customised pieces with embroidered details.

With a team of just 10 members, RenewJeans has as of mid-2024 converted over 10,000 old denim items.

In 2024, it was honoured in the Top 10 of the Climate Launchpad Vietnam National Final, a global green startup competition.

With such achievements, the founder of the green business aims to export their products abroad soon.

“Many foreign customers have mentioned that they bought recycled denim bags similar to ours, but they were made in Thailand. Therefore, I hope that not only RenewJeans's products but also other local brands in Việt Nam can gain better access to international markets,” Ngân said. VNS