Runway
The Denim Cycle Project proves circular design can be utterly chic. Led by CreLab Kotayk and CreLab Tavush, the project mentored a dynamic team of young creatives to transform second-hand jeans.
Updated 06:11 pm EST, November 12, 2025
Published 06:11 pm EST, November 12, 2025
Photo Courtesy: Fashion & Garment Chamber of Armenia
Photographer: Victor Boyko
The Denim Cycle Project proves circular design can be utterly chic. Led by CreLab Kotayk and CreLab Tavush, the project mentored a dynamic team of young creatives to transform second-hand jeans.
Updated 06:11 pm EST, November 12, 2025
Published 06:11 pm EST, November 12, 2025
Photo Courtesy: Fashion & Garment Chamber of Armenia
Photographer: Victor Boyko
After eight months of focused research and practice, The Denim Cycle Project (DCP) has demonstrated that fashion’s most universal material can be redefined entirely, and utterly gorgeously. The process was never recycling, but rather transformative sartorial sorcery.
Led by Natacha Kalfayan and Galine Vartanian, Creative Directors of collaborative workshops CreLab Kotayk and CreLab Tavush, the project approached second-hand jeans not as a problem, but as a tactile tapestry of creative potential. With an open, selective call, a team of dynamic young creatives from across the country’s top art and design academies was then mentored intensively, one-on-one, by designers Nelly Serobyan, Manuk Aleksanyan, Inga Manukyan, and Seda Manukyan. Their task: to design upcycled, ready-to-shop capsule collections and accessories that are truly, undeniably chic.
The process was an in-depth training in circular and community-based thinking, with the final results shared in a fully staged runway presentation at Yerevan Fashion Week to make the country’s industry insiders finally sit up and see the urgent, vibrant power of circular design. On a systemic level, the DCP hopes to nudge producers to integrate the necessary circular practices, shake consumers to rethink textile waste, and, more decisively, shift the Armenian fashion industry in the direction of sustainability and resource efficiency. The work is generously supported by RECONOMY, an inclusive and green economic development program funded by Sweden and implemented by Helvetas in the Eastern Partnership and Western Balkan.
Now, take a close look at who you see. These are the young creatives who are not just wearing the future—they are literally cutting and sewing it into being: Hasmik Hayrapetyan, Mane Khachatryan, Margarita Stepanyan, Luiza Petrosyan, Lusine Ghazaryan, Anna Margaryan, Gohar Khanumyan, Mariam Adamyan, Tehmine Mkhitaryan, Satenik Sargsyan, Stella Sargsyan, Ani Vardanyan, Dariko Vardanyan, Ripsime Khachatryan, Syuzi Mnatsakanyan, Mary Poghosyan, Anahit Hakhverdyan, Diana Hakobyan, Anyuta Amiryan, Mariane Hambardzumyan, Ani Melkonayn, and Syuzanna Benyaminovna.
Dedicated entrepreneur from Ukraine. Experienced tutor and successful business owner emphasizing up-to-date methods, the importance of high-quality and targeted content. Motivated professional bringing a 12-year career in small business ownership, business development, and education, who quickly masters new concepts and technologies. A happy mother.
Get the latest fashion, culture, and art updates, including magazine releases release parties
Sponsored Content
