My Creative Cup of Tea

June 03, 2022

#MCCOTCrush {16}

Annie Jeans

Paris

France

Throw nothing, upcycle everything. This is one of the most important life lessons Uriel Karsenti, founder of Parisian-Based brand Annie Jeans, have learnt from his mother Annie. From his childhood he remembers, with a glimpse of nostalgy, this daily no waste philosophy : " When my jeans were ripped, we didn't throw them away. We darned them with a patch. Damaged parts were replaced. Repairs were made. We bought very few things. We just needed a few fetish outfits and suddenly we respected the nature." As a committed opponent of Fast Fashion, which is destroying the environment since some decades, he has became a proud ambassador of Slow Fashion. Since 2013, its brand produces nothing. It only recycles, reuses, re-makes, redesigns with love old jeans (Levi's 501) for women and men) and offers them a well-deserved second life. As a lot of people of his generation, he is trying to make a difference to save the planet and change the mentalities. Annie jeans was indeed born to show the way to an eco-friendly and virtuous approach to the fashion industry. With more awareness because the truth is :'we are what we wear'. We can't go on like this, consuming in a frenetic way. The Annie Jeans workshop is located in the heart of Paris at 56B rue du Louvre. Uriel is also the founder and CEO of Maison Standards.