It might be 2025, but it seems cassettes are having a moment—and We Are Rewind is here for it. The French brand that’s already captured our attention (and hearts) with its sleek, aluminium-clad portable tape players has just introduced a new addition to the lineup: EDITH, the latest WE-001 model to join Keith, Kurt, and Amy in this unapologetically retro revival.

We’ve covered We Are Rewind before, and let’s just say we’re fans of their analog-meets-modern take on the classic Walkman. EDITH brings the same DNA—minimalist design, Bluetooth 5.1 support, USB-C charging, and the ability to actually record onto cassette—but now in a bold pink-aqua combo that screams "press play" and "rebel" in the same breath.

And believe it or not, the timing couldn't be better. A decade of cassette growth marks a remarkable turnaround in fortunes for a format that once ruled the UK albums chart from 1985 to 1992 before being overtaken by CD. By 2012, annual UK cassette sales had fallen below 4,000 units. But since then, sales have risen every year, nearly doubling in 2020 alone—from just over 80,000 to nearly 160,000 units. By 2022, that number had climbed to 195,000, the highest since before Apple launched iTunes in the UK. Yes, it’s a niche revival, but it is one that shows no sign of pressing stop.

EDITH, like her siblings, lets you plug in a mic or line-in and make your own mixtapes, old-school style. There's even a nod to analogue troubleshooting with a cheeky inclusion: a pencil. You know what it’s for.

It’s not just about looks either. The aluminium shell feels reassuringly premium, far from the creaky plastic portables of the ‘90s. And thanks to the built-in rechargeable battery, you’ll get around 12 hours of playback before needing a top-up via USB-C. Wireless headphone fans are also covered, with Bluetooth letting you easily beam your tunes to speakers or buds. Yes, we’re living in the future—but it’s rewound just enough to sound like your past.

And in case you're wondering if anyone’s still releasing music on tape, Lady Gaga’s Mayhem album recently dropped on limited edition cassette, and even Sabrina Carpenter issued her fruitcake EP in a vibrant green shell. So, it’s not just a gimmick. The mixtape, it seems, lives on.

So, whether you’re reviving an old tape collection, curating the ultimate breakup mix, or just want to remember how it felt to flip to Side B—EDITH might be your next (low-key) obsession.The EDITH WE-001 is available now for £129 / €149 / US$159, and stocked by Rough Trade, Selfridges, FNAC, Turntable Lab, and a growing list of indie record stores worldwide. 

For more infomation visit We Are Rewind