Luxury Meets Sustainability in Aspen's New Fashion Venture

Aspen is known for its luxury lifestyle, but one new business is blending high-end fashion with sustainability. Deja Nu, a startup founded by Killeen Brettman, is upcycling designer brands like Dior, Louis Vuitton, and Hermès into unique vests and jackets. This approach aims to reduce overconsumption while catering to Aspen's affluent market. Brettman's journey into upcycling began after leaving her role at the Aspen Institute. Inspired by her daughters' thrifting habits, she sought a business that combined sustainability with fashion. The idea for Deja Nu was born from this vision, with her daughters playing a key role in the creative process. The secondhand clothing market is booming, growing two to three times faster than the firsthand market. By 2029, it's expected to reach $367 billion globally, with the U. S. market alone hitting $74 billion. Deja Nu taps into this trend, offering locally produced, upcycled fashion that appeals to eco-conscious consumers.Collaboration is at the heart of Deja Nu. Brettman's daughter Eryn, a student at the Fashion Institute of Technology, models the brand's pieces and helps with design. The collection is crafted by a team of skilled women from the surrounding areas, including Eagle, Rifle, and Snowmass Village. One of these artisans is Janette Adrian, founder of Tumbleseed LLC. Adrian brings decades of design experience to Deja Nu, transforming vintage materials into one-of-a-kind pieces. Her expertise complements Brettman's vision, creating a unique blend of artistry and sustainability. The brand's recent collection features 150 pieces, available online and in select Aspen stores. The response has been overwhelmingly positive, with customers excited about the upcycled concept. As Deja Nu looks ahead, it's exploring new ideas for summer, continuing to merge luxury with eco-friendly fashion.