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Brand philosophy

We’ve all stood in front of a full closet and thought, “I have nothing to wear.”
But in truth, our wardrobe is full of potential — of raw material, resources, and memories waiting to be rediscovered and reborn.
Long before upcycling became a trend, I was already doing it instinctively.
I couldn’t bring myself to throw things away — so I reworked them. I gave forgotten clothes new life, turned them into pieces I wanted to wear again.
Today, this has become the philosophy behind RINA SHNEI.
We don’t create from scratch — we transform.
We believe that what seems unnecessary is simply something that hasn’t yet become meaningful.
RINA SHNEI isn’t about seasonal fashion.
It’s about choosing to be yourself — consciously and confidently.

RINA SHNEI is about a woman who chooses awareness.
Who chooses herself.
And who’s not afraid to be different.

About the Founder

My name is Rina Shnei. I’m a designer and an expert in ecological fashion, a graduate of Shenkar College of Design, and I’ve worked in this field for over 15 years.
Sometimes, I feel like this journey began long before I ever heard the word “upcycling.”
I wasn’t following a trend. I was simply doing what felt natural — taking care.
When I helped clients sort through their wardrobes, I kept seeing the same thing:
We all had the same problem.
That one pair of jeans no one wears — but can’t throw away,
“just in case.”
I saw it again and again.
And I kept asking myself:
Why do we buy so easily, yet let go so painfully?

I’ve never seen clothes as trash.
When a woman held a dress that no longer fit, I didn’t say, “Throw it away.”
Instead, I offered to remake it.
Not because it was necessary — but because I couldn’t do it any other way.
It felt wrong to discard something that still held value, beauty, or memory.
I’ve always loved turning “old” into something truly beautiful.
It fills me up. It inspires me.
Because when you hold a piece of fabric tied to someone’s memory,
you don’t treat it like waste.
You treat it like a story that deserves a second chapter.

As I dove deeper into the industry, I came across statistics that shook me:
It takes up to 100 liters of water to produce just one pair of jeans.
Denim doesn’t decompose.
Unworn jeans in second-hand shops often end up in landfills… or worse — on the ocean floor, where they stay for decades. They don’t rot. They don’t disappear. They just remain — a memory of someone’s overconsumption.
That’s when it hit me:
I wanted to work with jeans.
Someone had to take on this mission — and I decided it would be me.

We also offer removable charms and keychains — customizable accents that let you reflect your mood and personality.
Want softness? Add pearls.
Feeling bold? Go for metal.
You create your style — we simply offer the tools.

By recycling your old jeans, you’re not just clearing out space — you’re contributing to change.
You become a co-creator of a world where style isn’t measured
by how much you have — but by who you are.

You don’t have to be like everyone else.
And in that — lies your strength.
Because close won’t change the world.But the women who wear them — do.

And if you’re ready to choose a different path,
RINA SHNEI is here to walk it with you.

Every pair of jeans is carefully processed — washed and heat-ironed to meet high hygiene and quality standards.
Every bag is handmade.
If we used fabric from rolls, every bag would look the same.
But we work with denim that already has a past — and that makes all the difference.
Some bags come out with a soft, worn glow.
Others feel rugged and structured.
Some are cool-toned. Others — sun-faded and warm.
Even if two bags are made from the same pattern,
they’ll always be distinct — from the color to the texture to the stitching.
That’s how you know: this bag is yours alone.
We create: everyday collections, custom-made bags, evening styles, yoga totes,
coffee-on-the-go pouches, phone cases and more for people who live life on the move.

From Forgotten Fabric to New Identity

Our Process

It’s All About Choice

The Craft Behind the Story

⁠Style, Your Way

That’s how my first collection was born.
I started collecting jeans that had reached the end of one story — and began writing a new one.
To date, I’ve created over 500 unique pieces from recycled denim.
Each one was made from something no longer “needed” — but still full of possibility.
I didn’t do this for trends or social media attention.
I did it because I simply couldn’t not do it.
And over time, something shifted again.
Clothing — dresses, skirts, jackets — is often seasonal.
But a bag?
A bag stays.
It doesn’t care about body shape, moods, or fleeting trends.
It goes with you everywhere.

So I began creating bags — and the brand RINA SHNEI was born.

Today, we create bags entirely from recycled denim.
We source jeans from clients and second-hand stores, carefully selecting each fabric.
(And yes — the proceeds from those second-hand purchases go directly to support single mothers and people in need.)

We never use “junk” for show — the material must be alive.
But once we bring it into our studio, we waste nothing.
We use every scrap.

Each bag is literally one of a kind — with its own shade, texture, and story.

No two pairs of jeans are the same — so no two RINA SHNEI bags will ever be the same.

To me, the heart of this brand is choice.
The choice to wear something beautiful — without harming the planet.
The choice to feel special without contributing to hyperconsumption.
The choice to be stylish — and still care.

RINA SHNEI isn’t just a brand.
It’s my way of saying: Look — there’s another way.
You don’t have to throw things away.
You don’t have to buy 100 identical items.
You don’t have to blend in with store displays.

You can create from what you already have.
From who you are.
From what matters to you.

And if each of us does just a little — the world will breathe easier.
And maybe — live more beautifully.