Rea sells designer pieces at flea markets to save money for a longer stay in Thailand with her young daughter. In the process, she realizes that high-end brands such as Chanel and Louis Vuitton are particularly sought after.

A press article in 20 Minuten Magazin makes Rea’s concept known across Zurich overnight. Suddenly, customers are queuing outside her house to browse special Treasures in her cellar.

With the first boutique in Zurich’s District 6, between Limmatplatz and Schaffhauserplatz, a dream came true. This is where Markentussi was able to grow to the point where it was time for a transformation. In 2017, the provocative, playful brand became REAWAKE. REAWAKE’s goal: to make customers aware of the impact of their purchasing behavior and the importance of circular fashion.

As the company evolves, so does the desire for a brand that better reflects our attitude. Markentussi becomes REAWAKE – a name that continues to reflect our values and our vision to this day.

The SRF program ECO portrays REAWAKE as part of the solution to the challenges facing the fashion industry. The broadcast brings the topic of circular fashion closer to a wide audience.

With the opening of the REAWAKE pop-up at Jelmoli, REAWAKE becomes the first high-end second-hand provider in a Swiss department store. An important milestone for the company and for the visibility of circular fashion.

With the location in Bern and the cooperation with LOEB, the expansion beyond Zurich begins. REAWAKE develops from a local company into a national brand.

With its own atelier, REAWAKE expands its offering to include repairs, care and upcycling. This gives high-quality products the opportunity for an even longer life.

With the conversion of the GmbH into an AG, REAWAKE welcomes the Brunschwig Group and the family to REAWAKE. The partnership creates the foundation for further growth and underlines the confidence in the company’s vision and future.

REAWAKE opens its flagship directly on Zurich’s Bahnhofstrasse on the first floor of the former BIG. This makes REAWAKE the first high-end second-hand provider with a shop window on one of Europe’s most prestigious shopping streets. In November 2024, REAWAKE closes the store again. From an entrepreneurial perspective, it is an experience with important learnings.

After Jelmoli announces its closure, Switzerland’s oldest department store closes its doors in December 2024. And with that, an important chapter for REAWAKE also comes to an end. We are deeply grateful for our time at Jelmoli.

With the first REAWAKE Atelier Couture Upcycling Capsule Collection, REAWAKE takes the next step. Existing materials and selected Treasures are transformed into limited one-of-a-kind pieces that show how creative and high-quality circular fashion can be.