Upznshit and the New Wave of Upcycling
Alice Bouju
Between Paris and Berlin, Upznshit is a Different Vision of Upcycled Fashion
Born between the creative energy of Paris and Berlin, Upznshit is not simply an upcycled fashion brand, it is a manifesto for a more instinctive, joyful, and human approach to clothing. Founded by Marie Megel, it is built around the transformation of existing garments and deadstock fabrics. Therefore, the brand creates one-of-a-kind pieces that blend vintage references, playful silhouettes, and gender-fluid aesthetics without ever taking fashion too seriously.
At the core of Upznshit lies a simple philosophy: “Zero creation of materials, 100% creation of design.” Rather than producing new textiles, the brand sources its own from classic menswear wardrobes, alongside deadstock fabrics from luxury houses. The result is a form of high-end upcycling that values both craftsmanship and accessibility.
For Upznshit, beauty cannot exist at the expense of people or ecosystems. “A garment can’t truly be beautiful if it has damaged the world,” Marie explains. Elegance, instead, comes from respect for life, emotional connection, and the joy of wearing something unique.
Letting Materials Lead the Design
Unlike traditional fashion processes where sketches often come first, Upznshit begins with fabric itself.
“The material dictates the design, that’s where my creative freedom lies.”
This approach transforms limitation into possibility. Existing garments become creative starting points rather than restrictions. A classic men’s shirt or suit can evolve into skirts, oversized coats, trousers, or complete matching sets. The timeless quality of menswear, especially its tailoring and noble fabrics, offers endless inspiration.
What fascinates the designer most is the dialogue between masculine and feminine energies. Lace on men, oversized raw tailoring on women, the goal is not to define gender through clothing, but to reconcile opposites and allow people to play with every side of themselves.
Reimagining Singularity Through Upcycled Fashion
Because every sourced garment is different, no piece can ever be identical. Rather than seeing this as a challenge, Upznshit embraces it as part of the identity of the brand. The same silhouette may be recreated through dozens of different shirts, fabrics, or prints, making each garment entirely unique.
As mentioned earlier, the label also works extensively with deadstock luxury fabrics, focusing on natural and long-lasting materials like virgin wool, linen, cashmere, and cotton.
“We’re doing high-end upcycling, but keeping it accessible.”
This balance between ethics and affordability is essential to the brand’s philosophy. Efficient construction methods, limited deconstruction, minimal packaging, and community-based imagery all contribute to keeping prices more approachable without sacrificing quality.
Fashion as Play, Freedom, and Human Connection
One of the strongest elements running through Upznshit’s universe is the idea of play. Colors, prints, and unexpected combinations collide freely, often creating silhouettes that feel nostalgic, spontaneous, and deeply personal.
“Play is one of the foundations of my inspiration,” Marie explains. Indeed, social media trends and fashion algorithms are avoided in order to preserve instinct and creative freedom.
“We need to stop taking ourselves so seriously. Let’s have fun.”
That playful spirit traces back to childhood memories. As a child, Marie would draw endless silhouettes in notebooks, already mixing patterns, colors, and shapes without rules. Today, that same childlike freedom continues to guide the collections, resulting in garments that feel both familiar and fresh.
Beyond aesthetics, Upznshit also sees clothing as a way of creating human connection. Customers regularly stop strangers in the street because the garments spark curiosity and conversation. For the founder, this social dimension matters just as much as sustainability or design itself. “Behind clothing, there’s an entire lifestyle,” she says.
“What matters most to me are the connections we create.”
Beyond Trends and Fashion Cycles
Finally, although Upznshit exists within the fashion world, the brand deliberately positions itself outside the logic of trends and micro-seasons. “I don’t like fashion,” Marie admits openly. Disposable pieces and endless trend cycles hold little interest compared to timeless garments that people truly identify with.
Instead of chasing growth at all costs, the brand evolves organically, guided by intuition and spontaneity. The ambition is not industrial expansion, but a softer kind of development that preserves freedom, craftsmanship, and proximity to the creative process.
Ultimately, Upznshit presents something increasingly rare within contemporary fashion: clothing designed not to impress algorithms or fit trends, but to celebrate individuality, emotion, and the freedom to remain yourself.
Photography by Marie Megel
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Alice is a Paris based photograper with a passion for fashion. Based in Paris, she develops an approach that brings together photography and writing, often mixing the two within her projects.
Her work is deeply rooted in reality. She is particularly drawn to documentary practices, using images and text as complementary tools to observe, question, and reinterpret the world around her. Whether through visual series or written pieces, she seeks to capture fragments of the everyday and give them a new narrative dimension.
She has developed a strong interest in research and editorial work. Writing articles, exploring contexts, and building stories from real-life subjects naturally extend her creative process. This intersection between documentation and storytelling reflects a field she has long been eager to explore.
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