How do you stop rubber going to landfill? Well, the first thing that wouldn’t usually spring to mind would be to set up a fashion/fetish clothing brand, but that is exactly what entrepreneur G Martin, founder and designer of Broke Boutique has done, and the approach has taken the industry by storm.
The eco-friendly fashion brand specialises in handcrafting luxury, long-lasting outfits made from reclaimed materials. Not your average recyclable materials, but those otherwise unsalvageable materials, such as reclaimed tractor inner tubes and reclaimed bouncy castle material, that end up in landfill or incineration.
Founded in 2014, Broke Boutique now saves 3-6kg of rubber from going to landfill every week. Inspiration for the designs come from seventies punk, post punk, cult comics and film.
The rubber comes from a material called butyl. It was invented to be long-lasting and durable; it is free from animal products and latex, meaning it is safe for all to wear.
Collected from a small tyre business on an industrial estate in Norfolk that specialises in changing agricultural tubes, they now save them for Broke Boutique to collect. The tyres are still covered in mud and dust upon collection – so the process starts from scratch.
Based in Bow, London, Broke Boutique offers private appointments and a selection of hand-made, luxurious fashion from reclaimed materials. The most popular items include harnesses, chokers and bespoke wear.
