Upparel has opened its first bricks-and-mortar sustainability hub at Westfield Southland.
The business has teamed up with Westfield to bring its digital recycling solution to life via an interactive store.
The new venture focuses on providing an engaging and educational experience for visitors and showcases the progressive process of sock recycling.
While exploring the space, shoppers can take home a biodegradable satchel to take home and fill with worn socks for recycling.
Upon return of the old socks, customers receive a $10 store credit to purchase Upparel product, including its newly launched range of 50% recycled cotton socks.
However, the socks aren't the only recyclable element of the store - the entire space is made from recyclable materials.
In a statement, Upparel said that it was important for it to extend its circular mission to its physical space.
"We are on a mission to decrease the fashion industry’s footprint on the planet, so it was important for us to ensure that the store was entirely sustainable - utilising recyclable materials.
"In an innovative step forward in the retail industry, the store has been built using Polypropylene.
"This product can be recycled over and over again as something entirely new each time.
"Nothing within the store will end up in landfill – from the fit out, to the signage, to the items on sale," Upparel said.
The Upparel sustainability hub opened at Westfield Southland on December 14.