Tenerife Designer Transforms Tourism Waste into Sustainable Fashion Activism

The textile industry is under fire for its massive environmental impact, ranking among the world’s most polluting sectors. In response, Tenerife-based designer Juan Labory has transformed his studio in La Laguna into a hub for activism and sustainability. His work goes beyond simple commerce; it challenges the current tourism-driven consumption model through "upcycling"—a process that repurposes waste into high-quality items without changing their chemical makeup.

Located on San Agustín Street, Labory’s studio functions as both a shop and a tailoring space. He sources discarded materials from the tourism industry, such as hotel towels, and turns them into new clothing. This creates an ironic cycle: waste left behind by tourists is transformed into designer pieces, which are then purchased by that same demographic. It is a way of turning trash into a political statement.

Labory, who studied in Berlin and worked in styling and advertising in Madrid, developed his focus on social awareness during his time in Germany. He is now looking for alternatives to the instability and wastefulness of "fast fashion." Rather than sticking to traditional fashion circuits, he views his work as a teaching tool, aiming to bring his message into schools and museums.

This project highlights a growing shift in design: the idea that fashion should be a vehicle for social change. By weaving activism into his business model, Labory forces consumers to consider the true cost and origin of what they buy. His work in Tenerife serves as a powerful example of how sustainability can move from an abstract concept to the core of a creative, forward-thinking business that pushes for real systemic change.