FUSH Starts Its Own Clothing Brand – RUSH

Did you know you can make new clothes from upcycled materials? More precisely deadstock materials?

All you need is a clothing manufacturer that has leftover rolls of fabric they used to make other clothes from.

Oftentimes clothing manufacturers won’t have much use for a leftover 10 kg roll of specific fabric in red colour. They either need more of it or they need that fabric to go.

Some choose to incinerate deadstock, using either legal or illegal channels. Some choose to make limited-edition clothing from whatever leftover fabric is available. FUSH made the more sustainable choice so we started our own limited-edition clothing brand RUSH.

What makes RUSH sustainable?

More than one factor makes our home-grown brand sustainable:

1. RUSH uses only upcycled deadstock fabrics for its collections
2. It’s made in Serbia and we sell it only in our country and in Europe, so the brand’s CO2 footprint is reduced
3. Every RUSH collection comes from our solar-powered factory in south-eastern Serbia, which further reduces its CO2 footprint
4. Since our workers earn at least 20% more than the national minimum wage, RUSH is one of the very few brands worldwide that doesn’t benefit from the violation of workers’ rights (this makes it one of the limited few in the world)

Deadstock is unused, and surplus fabrics that remain after mass production. All clothing manufacturers create deadstock fabrics but not all reuse them. Most dispose of it. Some through proper channels by reselling them or safely incinerating them, and some by whatever means necessary, which usually means to the environment’s detriment.

We wanted to be sure something good was done with our surplus fabrics so we decided to make a sustainable limited-edition clothing brand and we named it RUSH.

What makes RUSH a limited-edition brand?

One of the reasons that make it sustainable makes RUSH exclusive – the fact that it uses deadstock fabrics.

As mentioned earlier, deadstock means the rolls of fabric that remain after we finish big orders for our regular clients. With us, it’s usually a roll or two that’s enough to make between a few tens to 100-200 pieces of clothing. That is why some RUSH collections only have less than 50 pieces split between regular sizes.

The same fabrics do come around from time to time but we also decided not to repeat designs should the same material become available again.

Also, all of the designs for the initial collections are the product of our in-house designers. In the future, we’ll branch out and cooperate with local designers too.

Where can you find RUSH collections?

At this point, it’s available only on a Serbian marketplace platform Ananas. It operates only within our country but in the future we’ll have our own e-commerce store that will ship almost everywhere in Europe.

One reminder – not all of our collections are currently available on ananas.rs so we advise you to check it a few times a month to see the new arrivals or to follow us on LinkedIn, where we’ll post updates about RUSH.

What’s next for RUSH?

RUSH e-commerce store and cooperation with local designers for future collections are the first moves we’ll make for our brand. As soon as our e-commerce store goes live, we’ll roll out the donations programme so that when you buy our clothing, you know you made a small difference in the world.

Now visit our shop window at ananas.rs and let us know how you like RUSH clothing.