Again & Again is a female owned, slow fashion brand based in South London taking readymade garments and rejuvenating them through the art of silk-screen printing.
1. What made you start Again & Again?
I have always loved colour and pattern for as long as I can remember and was introduced to screen printing when I was at school and fell in love with this ancient technique straight away. After graduating university, I was lucky enough to work within the fashion industry as a screen printer for a couple of years before starting Again & Again. The concept behind Again & Again was actually formed in the first lock down but I think the idea has been with us for a long time before then. My business partner Tali and I decided it was time to tackle a new chapter for ourselves within the industry. We decided what better way to showcase our love of print by upcycling and printing onto garments already in existence. We are all about fashion circulation and how we can help prevent these unwanted garments from heading to a landfill.
2.What drew you to knitwear?
As a textiles printer I have always loved working with natural fibres because these garments are always the ones that take the dye the best giving the brightest most gorgeous colours. Wool and cashmere especially are such beautiful fibres to work with when screen printing because they just suck in all the colour and the garment really transforms.
3. How is upcycling or reworking used in your practice?
As a brand we source preloved garments only and screen print onto them to bring them back to life. We can work with most garments and our technique works especially well with items that are stained or marked and may otherwise not be re worn.
4. What would be your one idea to transform fashion?
The best way I feel we can move forward and transform the industry is through conscious consumerism. Consumers need to be made more aware of where their clothes have come from, who has made them and the journey that garment has taken to get into their hands. I believe that more awareness and brand transparency are key in transform the industry for the better.
5. What made you want to collaborate Crisis?
As a consumer I have always found myself exploring Charity shops even as a teenager. I always enjoyed the journey of searching through the rails or shelves for that bargain item! As a brand owner I go through the exact same process and get that same buzz when I go through charity shop rails and find a unique piece that I can transform. When I was approached by Crisis to create this mini collection I was so pleased that my technique was trusted enough and couldn’t wait to create some more beautiful garments.
“Again & Again is a female owned, slow fashion brand based in South East London. We take ready made garments and rejuvenate them through the art of silk-screen printing to create unique and fashionable items. Print design and colour have always been a true passion of ours and we believe people are happy and feel confident when wearing something they love. Since launching our pre collection in October 2020 we have been named in ‘Time Out London’, WGSN, BRICKS magazine and have collaborated with a number of brands and small businesses including Anthropologie ‘Senja by Maddie’, Atelier 100, Lone Design Club, London Represents and now CRISIS UK!”
“Collaborating with CRISIS has been an amazing opportunity to work with a company that really resonates with our brand ethos. Our whole concept is based on reworking, and it was such a pleasure to be introduced into the inner workings of such a reputable charity. As a London based brand, we are no stranger to the growing issue of homelessness in the UK and we are so pleased we can be a small part towards the journey of ending homelessness together.”
Portrait of Founder and Designer Jen (she/her) by London Photographer and Storyteller Feruza Afewerki.