An Introduction to Circular Fashion
- reptilicus
- Nov 22, 2024
- 6 min read
Updated: Feb 26
"100 billion garments are produced every year with less than 1% being remade into new clothing. We're driven to change that."
Rapanui
Circular fashion is becoming a hot topic, reshaping the way we think about our clothes and their impact on the planet. As a lecturer in fashion and textiles, I know that for at least ten years, most universities have a sustainability module embedded within their course. Even my children were asked to think about recycling and reusing at their junior school. It is something that cannot be ignored.
If you've ever wondered how to make a difference in this world of fast fashion, this post will guide you through the essence of circular fashion and its growing importance in creating a greener future.
In the following sections, I will try and break down the core principles of circular fashion, highlight its environmental benefits, and explore how both consumers and brands can actively participate in this transformative movement.
What is Circular Fashion?
Circular fashion is about designing clothes and business models that extend the life of garments, minimize waste, and reduce the fashion industry's environmental footprint. Unlike the traditional linear model that follows a "take, make, dispose" pattern, circular fashion promotes a system where products are created to last. The diagram below is a simple visual aid representing a circular business model. A linear business model will finish with the garment ending up in landfill or incineration.
An example would be, a brand using more durable materials in their product, extending the garments wear-ability and longevity of garment Additionally, designing clothes with the future in mind means encouraging repair, reuse, and the recycling of clothing when they eventually wear out.
The Principles of Circular Fashion
Understanding the principles that drive circular fashion can deepen your appreciation of design and also, hopefully, motivation you to action. Here are five core principles of the circular fashion movement:
Design for Longevity: Clothing should not only look appealing but must also be crafted from durable materials and designed in timeless styles. Brands like Eileen Fisher exemplify this by creating classic, high-quality pieces that stand the test of time.
Reuse and Repair: The circular model values the reuse of garments through avenues like resale shops, rental services, or clothing swaps. For example, websites like Poshmark and ThredUp make it easy to buy pre-owned items, extending the lifecycle of clothing.
Recycling and Upcycling: Once garments reach the end of their useful life, recycling or upcycling become key. Companies like Patagonia and Rapanui, encourage customers to recycle worn items as part of their Worn Wear program, ensuring that materials are repurposed responsibly rather than ending up in landfills.
Sustainable Supply Chains: Ethical sourcing and production are fundamental in circular fashion. Brands such as Reformation emphasize working with suppliers committed to sustainable practices, including reducing water use and ensuring fair labour.
Consumer Engagement: Educating consumers about their purchasing decisions is essential for the success of circular fashion. Campaigns that encourage sustainable habits can significantly influence consumer behaviour and promote awareness of fashion's environmental impact.
The Impact on the Environment
The environmental implications of embracing circular fashion are significant. The fashion industry is responsible for producing a staggering amount of waste and pollution. In fact, the World Economic Forum estimates that around 92 million tons of textiles are discarded each year.
Adopting circular practices helps mitigate this impact by promoting reuse and reducing waste. According to the Ellen MacArthur Foundation, if we keep our clothes in wear for just three extra months, we could decrease the carbon, water, and waste footprint of UK clothing by 10-20%.
Moreover, by recycling and upcycling, less energy and water are consumed. The transition to a circular economy could reduce the fashion industry's greenhouse gas emissions by 43% by 2030, highlighting the significant environmental benefits of this model.
Your Role in Circular Fashion!
We are vital in the shift toward circular fashion. Every choice we make can either contribute to or hinder sustainability efforts. Here are a few actions you can take to support circular fashion:
Choose Quality over Quantity: By investing in well-made garments that will last, rather than chasing fast fashion trends, you not only save money in the long run but also minimize waste.
Embrace Secondhand Shopping: Think of secondhand shops, thrift stores, and online resale platforms like Depop as treasure hunts where you can find unique pieces while extending the life of garments.
Learn to Repair: Simple fixes can rejuvenate old favorites. Taking a sewing class or following online tutorials can equip you with the skills needed for basic repairs, allowing you to keep your beloved clothes in rotation. The website
Recycle Responsibly: When it’s time to part with a garment, consider donating it or using recycling programs offered by brands. Companies like H&M provide rewards for bringing back used clothing, ensuring they are recycled properly.
The Corporate Responsibility
While individual actions are important, brands need to step up and embrace the principles of circular fashion as well. Many companies are already transitioning to sustainable practices, helping the planet in various ways.
Brands can support circular fashion through actions such as:
Adopting Sustainable Materials: By choosing organic, recycled, or alternative materials, companies lower production's environmental impact. For example, brands like Allbirds focus on using natural and recycled materials in their shoes.
Implementing Take-Back Programs: Many companies encourage customers to return used items by offering incentives. This creates a system where garments are collected and recycled, further supporting circularity.
Transparency and Education: Brands should be open about their supply chain and engage consumers in understanding the environmental impact of their choices. For instance, Everlane shares detailed information about their production costs, encouraging consumers to make informed decisions.
Since Stella McCartney launched in 2001, was one of the first designers to seriously take up the mantle of sustainability and ethical fashion.
In 2001 she had no leather, fur, skins, feathers or animal glues since day one.
2003 began powering all UK locations with renewable energy from Ecotricity.
2008 started using organic cotton.
2010 completely PVC-free.
2011 Launched eco eyewear collection using plant-based resins and plastics. Partnered with International Trade Centre’s Ethical Fashion Initiative to support artisans in Kenya with a Fairtrade accessories collection.
2012 Introduced bio-acetate in our eyewear....
Other brands that are practicing the circular business model;
Rapanui, Patagonia, Tommy Hilffiger, Weekday, Outerknown, A.BCH, Mud Jeans, Nudie Jeans, Study NY, Honest BY....
The above brands are listed in the book, This Is a Good Guide: For a Sustainable Lifestyle, and there are many more brands that can be added to this list.
A Circular Future in Fashion
The shift towards circular fashion is gaining momentum as a fundamental part of the broader sustainability movement. By rethinking clothing design, consumption, and disposal, we can drastically reduce the fashion industry's impact on the environment.
Importantly, this transformation requires collaboration between consumers and brands. Each person has a role in building a sustainable future for fashion. With growing awareness and innovative practices, we are closer to realizing a circular economy in the fashion world.
For further information, I recommend you have a look at these excellent website;
Circular Design Toolkit for Fashion and Textiles
Redesigning the future of fashion
Let’s enable the products of today to become the resources of tomorrow
Hybrid Styles - How Sustainable?
I feel as someone who is promoting sustainability and a circular fashion model, I need to have the same values.
How am I sustainable and circular in my brand;
I use second hand garments. These are either donated by friends, bought from charity shops or sourced from companies that deal in bulk second hand clothing.
Packaging is paper or starch based, biodegradable and compostable. I currently use plastic free 100% plant based bags.
I use two branded labels, one of which is made from recycled plastic. The other label was not available in an eco fibre.
The stamp I use to print packaging is from The Green Stamp Company. It is made in the U.K, made of solid oak and eco rubber, eco friendly and vegan, ethically sourced using high end materials.
Customers are encouraged to either recycle their shirt or return it to myself.
I offer a bespoke service where the customer, in collaboration with myself, can design their own Hybrid Shirt using their unwanted shirts. This increases the personal value of the shirt in the context that they have been involved in the design of the shirt and, hopefully, they will love the shirt more and want to wear the shirt longer.
I am not 100% sustainable, but I am trying to be as transparent as I can, with the knowledge and means I have.
Thank you for taking the time to read this blog to the end of this article!! The article is just a basic introduction to circular fashion. If you want to know more, I recommend you check out some of the websites I have recommended.
Further reading;
WRAP: Waste and Resources Action Programme
British registered charity. It works with businesses, individuals and communities to achieve a circular economy, by helping them reduce waste, develop sustainable products and use resources in an efficient way.
The Ellen MacArthur Foundation
The Ellen MacArthur Foundation is a UK-based charity that works to create a circular economy. The circular economy is an economic system that aims to reduce waste and pollution, and regenerate nature.
Fashion for Good
Fashion for Good unites the fashion ecosystem to transform and build are generative industry. By fostering collaboration and facilitating connections, we bring innovative solutions to the forefront.
Yorumlar