RAPANUI CLOTHING: A DIGITAL REVIEW OF A CIRCULAR FASHION BUSINESS

​ ​Rapanui Clothing is a UK-based fashion business established in 2008 on the Isle of Wight by brothers Mart and Rob Drake-Knight, trading under rapanuiclothing.uk (Rapanui Clothing, 2025). The brand strives to establish a circular economy on clothing by designing the items so that they can be remade, using natural, recycled, and recovered materials instead of using fossil-based fibres (Rapanui Clothing, 2025). The clothes are designed using renewable power sources and printed on-demand, resulting in the company only creating what is ordered (Rapanui Sustainable Clothing, 2025). In conjunction with its own brand, Rapanui operates the open Teemill platform, allowing thousands of other brands to operate print-on-demand stores of circular clothing without stock (Rapanui, 2025). In this digital report, this site-based model offers a good case to study e-business models, digital strategy, marketing, customer relationship management, traffic data and cyber security. It also mirrors changes in the UK fashion to transparency, waste conscious design, and responsible retailing.