The other day, I went to see the new Junky Styling shop on Hackney Road in London’s East End. It was incredible when I walked into the shop because it was hard for me to grasp the fact that all the clothes in the shop were made from reused and discarded fabric. I had read earlier that day on Wikipedia that ‘upcycling is the process of converting waste materials or useless products into new materials or products of better quality or for better environmental value’ (Kay, 1994). However, looking around me at the garments displayed at Junky Styling, the definition suddenly had a new meaning. All garments are made from the highest quality second hand clothing, which is deconstructed, re-cut and completely transformed. The New Yorker described it as ‘an eccentrically chic line of mutant couture’. A focus and belief in individuality means that no two garments are ever exactly the same, a design concept which led Vogue to describe Junky as ‘high fashion street couture’.