A Partnership That Turned a Vision into a National Movement
Ramco UK – Turning a Vision into a National Movement
Operation Upcycle
When Firestarter first began working with Ramco UK in 2017, the focus was clear: help build a strong, scalable sales engine capable of winning the Ministry of Defence’s (MoD) competitive tender for textile disposal. What began as a commercial challenge soon evolved into something far more powerful – the seed of an idea that would one day become Operation Upcycle, a national movement transforming surplus military textiles into meaningful new products and pathways.
Today, Operation Upcycle represents a unique combination of sustainability, creativity, education and social impact. It tackles the growing issue of textile waste by diverting authentic military garments from landfill and giving them a new purpose. It empowers the next generation of designers through real-world, curriculum-embedded learning. It opens new opportunities for veterans and those facing barriers to employment. And it creates community value by reconnecting people with the stories, heritage and purpose behind every piece of material.
This case study tells the story of how Firestarter helped shape that journey – from early strategic thinking, to building the MoD tender proposition, to leading the development, launch, and stakeholder engagement for the Operation Upcycle programme in 2025. It is a testament to long-term partnership, shared vision, and the power of combining commercial expertise with social purpose.
A Long-term Partnership Rooted in Strategy
Back in 2017, Ramco’s ambition to become the MoD’s official reseller of surplus textiles required a truly differentiated proposition. Firestarter’s role was to help them define the opportunity, build a convincing commercial strategy, and demonstrate innovative thinking that would add “sizzle” to the tender submission.
During this process, Firestarter helped articulate an early concept: upcycling military textiles into fashion items through collaboration with UK fashion schools and social enterprises.
Even at the tender stage, we explored the potential for:
- university-led design modules
- sustainable repurposing of MoD garments
- partnerships with fashion influencers
- veteran-led production
- pop-up retail with major brands
- revenue that could support military charities
This vision became a core differentiator in Ramco’s successful MoD bid, and laid the groundwork for what would become Operation Upcycle many years later.
As Neil Sanderson, Managing Director at Ramco, reflects:
“Firestarter were instrumental not only in helping us secure the MoD contract, but in planting the seeds for a much bigger idea – one that could transform waste textiles into something meaningful, valuable and socially impactful.”
Turning an Idea Into a National Programme
Fast forward to 2025. With Ramco now firmly established as the UK’s official reseller of MoD surplus textiles, the moment had arrived to revisit the upcycling concept.
Firestarter was tasked with leading the early-stage development of the programme, shaping it into a viable, scalable project that could involve universities, retailers, charities, veterans and commercial sponsors.
Our remit included:
- Strategic project direction
- Shaping the brand, messaging and value proposition
- Stakeholder co-ordination across academic, commercial and charity partners
- Mapping commercial and operational feasibility
- Developing the name and brand for operation: upcycle
- Building the communications, pr and outreach plan
- Sales outreach to retailers, including many high-street brands
- Input into website development and launch
- Co-ordinating charity engagement with key veteran organisations
- Directing the marketing roadmap and content strategy
This was a full-spectrum strategic and delivery role, the kind of cross-functional challenge Firestarter was built for.
Selecting the Right University Partner
One of the most important responsibilities Firestarter managed was identifying and securing the ideal academic partner. After exploring multiple universities, the University of Southampton’s Winchester School of Art emerged as the perfect fit.
Their enthusiasm, sustainability credentials and proven track record in circular fashion projects aligned seamlessly with Ramco’s mission.
Firestarter managed the evaluation process, communication flow, proposal development and stakeholder alignment, ultimately helping to secure a committed academic partner ready to embed Operation Upcycle into both curriculum and extracurricular phases.
Two structured phases were developed:
- Tactical Remake Studio – a curriculum-embedded project for over 50 students completing their BA in Fashion Design
- Ramco Remake Challenge – a team-based curricular module that progresses the best designs into commercially viable garments and accessories.
Firestarter co-ordinated the integration of both phases with university leadership, academic leads, veterans’ charities and Ramco.
From Strategy to Real-world Impact
On 24 October 2025, the project reached a major milestone: the first student visit to Ramco’s headquarters in Skegness. Firestarter planned and supported the event, which allowed students to:
- handle authentic military surplus garments
- understand the technical, logistical and sustainability challenges
- meet specialists and veterans involved in the textile journey
- gather research material for their design modules
The visit created immediate momentum and social media engagement, marking the true start of Operation Upcycle as a live national initiative.
Kate Griffiths, Account Director at Firestarter, summarises the journey so far:
“This is one of the most rewarding projects we’ve ever worked on. We’ve been involved from the earliest spark of an idea right through to brand creation, partner engagement and launch. Operation Upcycle proves what’s possible when commercial thinking, creativity and social purpose come together, and we’re incredibly proud to help drive it forward.”
A Vision for the Future
The future of Operation Upcycle is full of potential. With Firestarter’s continued support across strategic marketing, stakeholder engagement and commercial outreach, the project is now building towards:
- an imminent partnership with a national veterans’ charity
- a high-street retail collaboration in 2026
- repeatable student modules and new design cohorts
- veteran-led production facilities
- a circular retail brand with national recognition
This is the long-term impact that strategic partnership makes possible – this initiative can become a flagship model for sustainable fashion and social impact in the UK.
Firestarter is proud to be part of this journey. We believe in the vision, the values and the positive change Operation Upcycle can create.
Join the Movement
To follow the journey or explore ways to get involved, visit:
www.operationupcycle.co.uk
https://www.linkedin.com/company/operationupcycle
