debrand Services physically removes all identifying marks and logos from branded clothing and then uses a process called fibre reclamation to dispose of the uniform.

“Most people with textiles donate them to a local charity. But, obviously, when it’s a security risk, that’s not the best route,” says manager Pete Scott. “Sometimes, uniforms find their way into the wrong hands, especially since a lot of charities sell to Valu Village or other second-hand clothing stores.”

Most of the company’s customers so far have been corporations and sports and entertainment organizations. These clients include Canucks Sports and Entertainment, Vancouver Whitecaps, Scotiabank, Lululemon and the Pacific National Exhibition (PNE).

Uniforms, dropped off or picked up, are first sorted, and all non-textile items —  which interfere with the fibre reclaiming process — are removed. Then, the logos are removed and shredded. Different machinery is used depending on the type of material being processed and the level of security required by the client.

Uniforms and logos are baled and shipped off to a recycling company for fibre reclamation. During that process, the uniforms are reduced to pulp fibre, a material used in secondary applications such as car padding and insulation.

In addition to uniforms, debrand also recycles a lot of damaged and recalled clothing. In this case, Scott says, business comes from companies looking for a more environmentally responsible alternative to landfill and incineration.

“There are two sides to textile recycling.  When we’re not recycling for companies that have a security risk associated with the uniforms, we’re recycling for clothing manufacturers. And that’s typically going to be companies that are more interested in the environmental side.”

Lindsay O'Donnell, sales coordinator and sustainability committee chair at the PNE, which sent their outdated staff uniforms to debrand, says they appreciated the greener aspect of fibre reclamation.

“debrand’s unique service has allowed us to divert materials from the landfill that would otherwise be non-recyclable,” she says.

debrand started five years ago as a company that specialized in recycling marketing materials. The founders, Amelia Ufford and Wes Baker, had previously worked at a marketing agency, Inventa, where they dealt with high profile brand companies, such as Nike.

Many companies, the two realized, want brand protection specifically for the marketing materials left over after promotional campaigns. They don’t want to just throw it into the nearest garbage bin.

“They found that there’s this niche that wasn’t recognized, focusing on brand protection,” Scott says. “And that’s how we got the idea for the uniforms and secure recycling.”