07/09/2026
Can you rob Peter to dress Paul?
This happened:
You’ve kitted Peter out.
New jacket, shirts, trousers, wet-weather gear. The lot. And because he’s representing your company, you’ve permanently embroidered his name and your company logo across everything.
Three months later, Peter disappears.
Paul starts on Monday.
The clothing is still perfectly good. It may have years of working life left in it, but it says “Peter” all over it.
Should you repurpose it?
The planet says... yes please.
We’re increasingly talking to customers about branding and de-branding before the garments are even made. Does every logo need to be permanent? Does every garment need a person’s name? Could badges be removable, or branding positioned so it can be changed later?
Sometimes permanent identification is necessary, particularly in emergency response and operational roles. But sometimes it’s simply what we’ve always done.
We’ve just reworked a batch of wet-weather jackets for an emergency response organisation where the branding had become obsolete long before the jackets had. Rather than replacing them, the customer chose to have them reworked — and we’ve now been instructed to send them straight back out to operational locations for use. WIN.
Some of these jackets date back to 2015 and are still considered serviceable enough to be put straight back to work.
Because of the nature of the organisation’s work, donating these garments into the second-hand clothing cycle wasn’t an option. Without a practical way to de-brand and repurpose them, perfectly serviceable garments could instead have become waste.
That’s why de-branding can be a sustainability decision.
And perhaps the bigger lesson is to think about it before you need it.
Sometimes circularity starts before you’ve sewn the first logo on. https://www.jaedon.co.nz/news/when-the-branding-expires-before-the-garment-does/