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The purpose of this study is to review the literature and practice of upcycling. In particular, the objective of this study is threefold: to comprehend the concept of upcycling and, subsequently, understanding the prominent terminologies used in the literature; to understand the process of upcycling and problem associated with it; and to review current literature and practice of upcycling for clothes.

A scientific literature review procedure proposed by Mayring (2002) was adopted to select and screen the paper that comprises the following steps: material collection, descriptive analysis and material evaluation.

Upcycling literature has witnessed significant contribution in the past one decade. The paper has identified various terminologies and definitions such as recycling, down-cycling, upcycling and redesign, which are used in the literature.

The present study may help the scholars to understand the current state of literature. A practitioner of upcycling can use the findings to improve and standardise the existing process.

The process of redesigning is one of the important steps in upcycling, which comprises ideation, reconstruction and fitting. The limitation of redesigning is variability in size and pattern. This can be overcome through various techniques such as craftsmanship, time, innovation, provenance, desire and narrative.

Undesired changes in the environment and reduction of natural resources have necessitated the need for environmental protection and resource conservation. Textile and clothing industry is the second largest (after food) industry. Therefore, there is a need to protect the environment by reducing the use of natural resources. The purpose of this paper is to explore and identify the best reverse value chain alternatives for the clothing industry.

An exploratory study is undertaken at six organizations working in the area of used clothes. The data were collected with the help of semi-structured interviews and a questionnaire, for the analytical hierarchy process analysis. The information from other sources such documents, websites, and reports was also gathered to strengthen the findings.

There are different reverse value chain methods to minimize the use of natural resources such as direct reuse, upcycling and downcycling. Incineration and landfill can be considered as the last options. The selection of best reverse value chain method is a multi-criteria value decision-making problem, as this involves complex decision parameters.

The industry practitioners can use the above model and results to make end-of-life decisions.

This paper develops a model on the basis of the analytic hierarchy process to determine the best method to close the loop of the clothing value chain. On the basis of the result and analysis, upcycling emerged to be the best alternative to close the loop of the clothing industry.

The purpose of the study is to investigate the effect of terminal and instrumental values on the attitude and brand desirability for upcycled luxury designer facemasks, in relation with generic luxury designer facemasks.

A quantitative approach was adopted in this study, and data were collected via an online consumer panel from 390 existing Australian luxury consumers, aged 18 and above. Stimuli that represented the two upcycling conditions (remnants and past collections) and a control condition (generic product) from an actual Burberry-branded facemask were designed for the study. The collected data were analysed using the least partial square and multi-group analysis of the structural equation model

The findings indicate that consumers do not perceive Burberry facemasks made from upcycled remnant materials and previous collections have superior aesthetic or self-expressive benefits to them when compared to the generic Burberry masks. In the same vein, both upcycled categories do not provide superior instrumental values through economic benefits or safety when compared to the generic Burberry masks. Hence, terminal and instrumental values had no influence on the attitude and brand desirability for upcycled luxury designer facemasks, in relation with generic luxury designer facemasks.

The results indicate that strategies will have to be better designed to have a balance between safety features (as opposed to fashion) and luxury desirability of the brand to better capture the market for difference consumer values for the facemasks. As this is a relatively low involvement product, the pricing strategies must be re-evaluated.

This study offers empirical support for the proposition that different upcycling methods in the name of sustainable practices may have different functions for different consumer values in luxury marketing implementations. For the choice of facemasks during the COVID-19 pandemic, it provides empirical evidence for consumer choice for the different types and how it can be used to elevate luxury brand desirability.