Our Founder

A pioneer in sustainability and circular fashion since 1999, Juliet Herrera weaves together innovation, craftsmanship, and social commitment with a clear vision: to transform the ordinary into the extraordinary.

She grew up in a small rural town in Colombia, where from a young age she observed how people transformed what they had into what they needed. Repairing, reimagining, and recreating was a way of life that taught her to see possibilities where others saw limits. It planted in her a clear vision: to build a future where fashion becomes a tool for empowerment, human connection, and transformation through a circular model with positive social and environmental impact

Her journey into sustainable fashion began in the 1990s, when she founded a swimwear brand crafted from discarded fabrics, with each piece made to measure to celebrate individuality and prove that beauty, purpose, and value can emerge from what already exists.

Later, in Spain, she challenged traditional industry structures with a model rooted in personalisation and the restyling of existing garments, working alongside women heads of households to create a more sustainable and inclusive approach to fashion.

In London, Juliet brought her vision to life through The Reclaimery, a pioneering platform that uses circular fashion as a driver for education and social transformation. Through hands-on training, mentorship, and collaboration with local artisans, she empowers emerging designers and makers by connecting them to knowledge, industry peers, resources, and job opportunities. Her approach turns discarded materials into high-value, one-of-a-kind pieces, proving that conscious design can generate tangible social and environmental impact.

She has collaborated with companies, governments, and grassroots organisations, blending ancestral knowledge with contemporary innovation to turn fashion into a powerful tool for education, empowerment, and change. Her work drives a circular world where what already exists becomes the foundation for new, innovative, and unique systems with the overarching goal of strengthening local artisanship and preserving the planet.