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.

Opening the first boutique in Zurich’s District 6, between Limmatplatz and Schaffhauserplatz, marked an important step forward for the company. It was here that Markentussi was able to grow until the time came for a transformation.

In 2017, REAWAKE emerged from the provocative and playful Markentussi brand. REAWAKE’s mission is to raise customers’ awareness of the impact of their purchasing decisions and the importance of circular fashion.

Why the name REAWAKE? Firstly, it expresses how we bring Treasures back to life and find them a new home. Secondly, it reflects our active commitment to keeping each Treasure in circulation for as long as possible, including through repairs and upcycling. And last but not least, the name of our founder, Rea, is part of REAWAKE.

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.

Jelmoli’s proposal for a collaboration opens entirely new doors for REAWAKE. REAWAKE becomes the first High-End Secondhand provider in a Swiss department store. This is 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 fulfils a long held dream. At last, repairs, care and upcycling can be carried out in house. In Sabrina, we have found the expertise needed to make this possible. Bag SPA is introduced as a new service, giving already loved Treasures the chance to enjoy 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.

Jelmoli announced its closure, and we received many enquiries about alternative collaborations. Given the promising opportunities, we decided to open a store directly at Bahnhofstrasse 73 in Zurich, in the former BIG location. This made REAWAKE the first High-End Secondhand provider with a shop window on one of Europe’s most prestigious shopping streets.

In November 2024, REAWAKE closed the store again. From an entrepreneurial perspective, it became an experience that taught us some of our most important and most painful lessons.

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 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.