When envisioning the future of fashion, concepts like digital fashion, virtual fashion shows, and augmented reality might come to mind. However, another crucial aspect of the fashion industry’s evolution is the growing focus on sustainability, the lifespan of clothing, and its environmental impact. Circular fashion has emerged as a key component in addressing these concerns.
Circular fashion, broadly defined, refers to the continuous cycle of a fashion item, from its creation to its various stages of use and reuse, ultimately prolonging its lifespan. The increasing emphasis on sustainable fashion, secondhand shopping, and climate change has prompted more brands to adopt circular fashion practices, particularly after Earth Month.
However, the concept of circular fashion is still relatively new, and the term “greenwashing” is often mentioned alongside “sustainability,” which may cause confusion. Peter Majeranowski, CEO of textile recycling firm Circ, offers a clearer definition: “We define ‘circular fashion’ as apparel, footwear, or accessories that are thoughtfully and responsibly designed, sourced, produced, and distributed with the intention to be maintained at their highest value, with the ability to be reused, remade, or recycled.”
A critical step in achieving a fully circular fashion system involves developing technology to break down textile waste and create new fibers from it, which can then be used to produce garments made from recycled textile waste. Circ partnered with Zara to launch a capsule collection made using recycled fibers that can be recycled again after use. The collaboration highlights Zara’s commitment to adopting better material alternatives and investing in circularity solutions.
Consumer demand for circular products and an increased push for change are crucial for the adoption of circular fashion practices. Brands are responding to the growing number of consumers seeking more sustainable shopping options by introducing initiatives that promote responsible fashion. Circ and Zara, for instance, are repurposing garment waste into new clothes, keeping these materials in the “value chain” and out of landfills, oceans, and incinerators.
Other brands like denim companies AG and Coach are using their own garment waste to create new pieces. Coach has launched its subbrand Coachtopia, featuring colorful handbags, shoes, and accessories made from recycled leather scraps. AG has initiated its AGain program, encouraging customers to return used AG pieces for recycling and offering a discount on new purchases in return.
Jon Rossell, the director of marketing and creative at AG, emphasizes the importance of mass appeal and consumer education in establishing circular fashion as the norm. Rossell states, “Getting the fashion industry and consumers educated and on board with the idea of circular fashion will spark the innovation necessary to bring the concept to scale and lay the groundwork for a more sustainable industry.”
For Majeranowski, accessibility is also key, as circular fashion should not be exclusive to luxury or high price points. Collaborations like that between Circ and Zara demonstrate that sustainable fashion can be inclusive, a goal shared by both brands and AG.
When shopping sustainably and adopting more eco-friendly practices, it is essential to remember that the process is a journey. While companies like Circ and AG are making circular fashion more accessible, there are still many steps to learn and research as individuals develop sustainable habits. Majeranowski advises being mindful of where you spend your money and supporting brands that embrace sustainable initiatives.
The future of fashion is undoubtedly moving towards circularity. As long as consumers continue to support eco-friendly initiatives and brands prioritize sustainable materials, the fashion industry will progress toward a more circular future. For those just beginning their sustainable journey, it’s essential to start small and not feel overwhelmed, and take advantage of the resources and initiatives provided by responsible brands.
To further support the transition to circular fashion, consumers can explore various sustainable shopping methods such as thrifting, choosing ethically made clothing, or shopping from others’ closets. These practices not only help reduce the demand for new items but also contribute to a more circular and sustainable fashion system. As more consumers adopt these habits, the industry will continue to innovate and develop new solutions to address the challenges of sustainability and circularity in fashion.
Additionally, it’s essential to be informed about the brands you support and their commitment to sustainability. Researching company policies, material choices, and production processes can help you make educated decisions about where to spend your money. Many brands are now providing detailed information about their sustainability efforts, making it easier for consumers to make informed choices.
Collaborations between fashion brands and technology companies can also accelerate the transition to a more circular fashion industry. By working together, they can develop innovative solutions for recycling textiles, creating new materials from waste, and designing products that are easily recyclable or reusable. These partnerships will be crucial in scaling up circular fashion practices and making them more accessible to a broader audience.
Moreover, the fashion industry can benefit from learning and adopting best practices from other sectors that have successfully integrated circularity into their operations. Industries like electronics, automotive, and packaging have made significant strides in implementing circular models, and their experiences can serve as valuable lessons for fashion brands.
Educational institutions and the media also have a role to play in promoting circular fashion. By incorporating sustainability and circularity concepts into curriculums and reporting on the latest trends and innovations, they can help raise awareness and encourage more people to adopt eco-friendly habits.
Governments and policymakers can also contribute to the growth of circular fashion by enacting regulations that incentivize sustainable practices, such as providing tax breaks or funding for companies that invest in circular solutions. They can also support research and development initiatives aimed at creating more sustainable materials and processes within the fashion industry.
The future of fashion is becoming increasingly circular as more brands, consumers, and stakeholders embrace sustainable practices and invest in innovative solutions. The journey towards a more circular and eco-friendly fashion industry will require the collective efforts of everyone involved, from brands and consumers to technology companies, educators, and policymakers. By working together, we can create a more sustainable fashion industry that benefits both the environment and future generations.
COURTESY OF ZARA
This article first popped up in the fabulous Elle magazine, penned by the incredibly talented Dale Arden Chong! We just HAD to share it with you, our amazing readers, because, let’s be real, we’re all about serving up the juiciest, top-notch deets on fashion and sustainability. So, buckle up and enjoy the eco-friendly ride!
