OUR STORY

REAWAKE founder and CEO Rea Bill is the green heart of the company. After a successful career as a model in Tokyo, Paris and New York, she had to admit to herself that she could not reconcile the fast-paced fashion industry and its exploitation of the planet and people with her values.
While caring for her newborn daughter, her conviction that the love for style and fashion could be lived more sustainably eventually led to the birth of REAWAKE - Rea's "second baby".

REAWAKE stands for mindful fashion consumption that consciously opts out of fast fashion and aims to reduce resource consumption and negative environmental impacts through a circular economy approach. Rea has led the company and its growing team of “Reawakers” since the beginning with an uncompromising dedication to its value system and an unwavering company philosophy: RESPECT RECIRCLE REAWAKE.

What started as a one-woman show has grown over the past 15 years into a successful company with stores in Bongénie in Zurich and Geneva, Glatt in Wallisellen, at Maggs in Bern, and its own boutique in Zurich. You can get to know our founder better in the following interview.

Your career reads like the plot of a Netflix movie. Who is this Rea Bill?
Rea Bill is a trained teacher from Biel who stumbled into the fashion industry by chance and is now trying to raise awareness of sustainable consumption in our community together with the REAWAKE team.
Today, I am first and foremost a mom, a CEO, a forest lover, and an unwavering optimist. Being a model was never my ambition, but it allowed me to earn money, travel, and explore the world from a young age. I'm very grateful for that formative experience, as it taught me many things I still use today. However, from the beginning, I felt a lack of purpose in that work. I ultimately found working with children as a teacher more fulfilling. The birth of my daughter and the drastic shift in my life priorities that came with it made even that structured workday impossible. So, as a new mom, I launched REAWAKE's "caterpillar stage" brand manager from my living room. It quickly became clear that trading in high-end treasures could be not only sustainable but also profitable. For me, as a single mother, this was the ideal, flexible solution for providing for my little family for several years. With REAWAKE, when I had more capacity again, the metaphorical butterfly hatched: a real company with a passionate team and a clearly defined brand.

Why the name “REAWAKE”?
The word “reawake” brings together three key elements of our model: firstly, little treasures are given a second life by finding a new home; secondly, it expresses that we can also revive treasures through repairs in our studio and through upcycling; and last but not least, REAWAKE also contains my own name. The company is a part of me and inseparable from how I strive to live as a person. There is no greenwashing here – I wanted my name to stand for that.

REAWAKE therefore stands for genuine values. But isn't consumption still consumption?
Yes and no. I don't claim to be an environmental activist. Of course, one could take the most drastic step—simply stop consuming altogether. I just don't think that's a particularly realistic or viable solution for the masses. People love beautiful things. I love beautiful things. Fashion is an expression of culture, art, and individuality, and it can make you happy.
REAWAKE addresses this issue and offers an effective way to drastically reduce the negative impacts of consumption within this context: The production and manufacturing of a garment are responsible for 70% of the impact on the environment and climate.
Our contribution is to ensure that high-quality goods remain in use for as long as possible. We don't offer bargains at rock-bottom prices, but rather see our treasures as investments. What is purchased from us should bring joy to the customer – and perhaps even their children – for a lifetime. We turn one person's bad purchase into another's lucky purchase, so to speak.

Zurich has a thriving secondhand scene. The business with luxury goods and vintage items, in particular, is booming. What do you think makes REAWAKE stand out?
We are absolutely thrilled that the market is experiencing such a surge in popularity. My goal has always been to be part of a change, and with REAWAKE, we are actively trying to raise awareness about sustainability issues. I think what truly sets us apart are primarily three things: First and foremost, I think our offering is compelling. Our selection of treasures is carefully curated and reflects our love of style as well as the respect we have for each piece.
Furthermore, we are definitely among the veterans in Zurich and Switzerland. Our experience in the sector, in authentication, our contacts, and last but not least, our community of returning customers who trust us, are the result of over a decade of hard work. And last but not least, I believe that our commitment to sustainability sets us apart and distinguishes us from the competition. A survey we conducted last fall showed that our customers appreciate this and even cite sustainable consumption as one of the reasons they buy from us. That makes my eco-conscious fashion heart leap for joy!

What is your vision for REAWAKE, what do you want to achieve?
I hope that REAWAKE can be part of a new fashion industry that revives respect for craftsmanship and doesn't promote the consumption of the latest trend as a quick thrill. I want our customers to be able to buy and sell with us with a clear conscience, creating a cycle where everyone can pursue their passion for fashion in a stylish and happy way – while minimizing negative impacts on the environment and people.
Where exactly this journey leads, the coming years will show. I am very grateful for the fantastic, exciting opportunities that are currently opening up for REAWAKE. As CEO, however, I also feel a great responsibility towards my team and want to continue leading it with care and based on values. Growth and profit have never been our absolute top priority. In the long term, I hope that my “two babies” will live in a world with clean water, fresh air, and healthy ecosystems, and that we all do our part to preserve our beautiful Mother Earth for future generations. In my mind's eye, my daughter might just be carrying my vintage Hermès Kelly bag…