But unlike a piece you might pick up in a store, after which there’s a good chance you’ll run into someone wearing the same thing, that is rarely the case with Rave Review’s clothing. “It depends on the style, but usually, for instance, if we’re selling a coat in a checkered print, two different customers may buy that same coat, but it will come in a different print,” Shück says. This comes down to the sourcing. While they work with deadstock from Sweden, which is more scalable, they mostly work with secondhand textiles. “Blankets, bedsheets, and duvets are examples of materials we always look for. We can collect between 20-50 blankets within one month, all depending on the required order,” Shück says. “Bedsheets are easier to find, especially considering the level of quality…. We can source maybe 100 within a month.” If a specific material is hard to find, then they’ll limit the number of pieces they offer to buyers. “If it’s a fabric or material that is very hard to source, then we decide from the start, ‘Okay, we will only be able to produce this coat in 35 pieces,’ so then we split it up between the buyers and they have to fight for it.”
The distinctive nature of each piece is akin to the appeal of vintage and thrift shopping. People enjoy it because, yes, it tends to be cheaper and is better for the environment, but also because, 9 times out of 10, you’re going to find something nobody else has. “We really want to encourage people to treasure their items and to actually consider that it’s something luxurious,” Shück says. “You’re getting a wholly unique piece from us.”
Another huge draw for Rave Review is that the clothes don’t look like you’ve just rummaged in your grandmother’s closet and thrown something on, as you might expect from an upcycled brand. At Rave Review’s Copenhagen Fashion Week show, in January, there was a broad range of pieces, including fitted floral corsets and tailored plaid coats. At a time when most sustainable brands are releasing monotonous basics, Rave Review’s infamous mix of prints and fabrics come across as modern, stimulating, and put-together.
Shück and Bergqvist officially launched Rave Review during Paris Fashion Week in 2018, and they showed at Stockholm Fashion Week that same year. When asked if she thinks the industry has lessened its impact on the planet since then, Shück hesitates before saying, “I guess…a little bit.” She mentions overproduction, which she thinks is fashion’s biggest flaw. “One solution could be that there are regulations created for this [problem],” she says. “That big companies need to take care of their waste in a good and environmentally friendly way, not burn it or trash it in landfills.” She recognizes that the burden does not land entirely on the companies, though she says most of it does; the number of pieces a brand produces coincides with the demand, which is also too high.“People are consuming too much, so I think it goes hand-in-hand,” she says. “I don’t think you’re supposed to consume as much as we do.”