On 23 September, the Estonian Research Council’s Brussels Office celebrated its 13th anniversary with a special event titled “Research in Style: Connecting Research and Circular Innovation”, held in collaboration with Professor Reet Aus and her groundbreaking UPMADE® initiative. The evening brought together key voices from policy, academia, and industry to explore how science and innovation can drive sustainable transformation in one of the world’s most wasteful sectors, the fashion and textile industry.
Kristel Oitmaa and Dr. Carmen Kivistik, representatives of the Estonian Research Council in Brussels, had the honour to open the event by highlighting their role as a small but agile team dedicated to bridging Estonian research with European collaboration, and emphasizing that the event “Research in Style” perfectly embodies their mission to bring Estonian research to the heart of Europe and foster meaningful cross-disciplinary and cross-sectoral connections, while inspiring continued commitment to building a connected, creative, and courageous research for the future.
The evening began with opening remarks from Dr. Anu Noorma, Director General of the Estonian Research Council, who welcomed guests with reflections on the journey and significance of the Council’s Brussels presence. She emphasized the role of the office as more than just a physical space:
“It is not just a place – it is a connector. A meeting point for Estonian researchers and European researchers, policymakers, funders, industry leaders and innovators.”
Reflecting on the event’s theme, she noted:
“’Research in Style” beautifully reflects the interdisciplinary spirit of modern science. It is about sustainability, innovation, and the power of research to create meaningful change — exactly the kind of intersectional challenge where science, creativity, industry, and policy must work hand in hand.”
We had an honour to welcome Ms. Katrin Juhandi, Ambassador, Deputy Permanent Representative, who set the tone for the evening by highlighting the importance of long-term collaboration in achieving meaningful impact:
“Thirteen years… It is already a meaningful milestone. A sign of maturity and strength, much like a young tree with firm roots and clear growth rings that speak of resilience and promise,” she said.
She emphasized that bringing together policy-makers, researchers, and industry leaders is not only valuable, it is essential:
“Tonight’s theme, textile upcycling, is a perfect example of how research and innovation can meet urgent societal and environmental needs. Every idea counts, every contribution matters, and together, we are stronger.”
The centrepiece of the evening was a presentation and showcase by Prof. Reet Aus, who introduced her sustainable fashion collection alongside the science-backed UPMADE® method, a certified industrial upcycling system developed through years of research and field experience.
In conventional fashion production, around 18% of fabric becomes waste before a garment even reaches the store. UPMADE® changes that. It enables brands and manufacturers to apply a certified upcycling process that transforms this waste into new products, turning a cost into value.
The UPMADE® Certification is based on comprehensive field research and rigorous scientific analysis, supporting a circular economy model that aims for zero waste and zero pollution by design. It offers a scalable way for manufacturers to reduce their environmental impact while improving resource efficiency in production.
By applying upcycling at an industrial scale, UPMADE® not only reduces textile leftovers but also contributes to a smaller environmental footprint, helping the industry transition from linear to circular production models.
The event also introduced the Digital Product Passport, developed through UPMADE® Software. This innovative tool allows brands to track and optimise material use from production to final product, creating a transparent, data-driven pathway toward sustainability.
Using production data (fabric, design, and order information), the software performs:
- Waste analysis – to identify available leftover materials
- Environmental analysis – to assess potential savings in energy, water, CO₂ emissions, and waste
This information enables the creation of new upcycled product prototypes, each accompanied by a Life Cycle Assessment (LCA). Once validated, the products can seamlessly enter production, making upcycling not just an ethical choice — but an efficient, profitable one.
“Research in Style” served as a powerful reminder that when science meets design, and data meets creativity, true innovation becomes possible. We extend our sincere thanks to all who joined us, from diplomats and policymakers to researchers and industry innovators, for their presence, participation, and support.
As the Estonian Research Council’s Brussels Office enters its next chapter, we remain committed to fostering collaboration that leads to concrete solutions, smarter resource use, and a more sustainable future in Estonia, across Europe, and beyond!
Photos: Lucas Boitquin