Lawrence Prince

BA (Hons) Fashion Business and Management 2021

Lawrence Prince

BA (Hons) Fashion Business and Management 2021

Fashion Enterprise Project Business Proposal: Second Wind

Second Wind is a sustainable sportswear brand focussed on delivering highly technical upcycled running and athletics wear. The brand utilises used, donated and vintage sportswear items by repurposing fabrics into newly designed pieces for performance usage. Giving tired garments that would otherwise go to waste a new lease of life. With sustainability championed as the core ethos of the brand, athletic performance and technicality serve just as integral.

 Industry Issue

The average number of times a clothing item is worn before it “ceases to be used” has decreased 36% compared to 15 years ago. Furtheremore, less than 1% of materials used to produce clothing is recycled into new clothing. Because of this, the vast majority of garments end up as waste. Even when made of recycled materials. The majority of less economically developed countries receiving used clothing exports do not have the infrastructure to effectively utilise them. As a consequence, significant amounts of used items end up in landfills.


Upcycling has become one of the biggest trends in fashion. The consumer’s mindset towards used clothing has shifted and now 4 in 5 people are now open to purchasing second-hand goods.

Second Wind’s mission is to create a net positive impact by providing sustainable solutions for conscious athletes.

The athlete’s needs are at the forefront of the design process. As a result, Second Wind’s products are made to the ultimate grade of functionality. Second Wind’s sustainability efforts includes utilising local craftmanship, a circular model in which customers donate used products in exchange for discounts, the usage of recycled/reusable packaging, and the avoidance of dyes.

 Target Market

The brand’s gender neutral target consumer is aged between 18-35 and within the UK. The consumer is environmentally conscious and regularly participates in sports including running.