Online fashion retailer ASOS has just launched its first-ever circular fashion collection, aptly named The Circular Collection.
Considered by the UK-based brand to feature their “most innovative styles yet,” the unisex collection takes inspiration from the 90s and is made up of bold prints, oversized silhouettes, and best of all, pieces with a minimal environmental impact.
The focus of this new fashion collection is on reducing, reusing, and recycling, which is why the line is rooted in three circular design principles. The first is designing out waste, the second is versatility and durability, and the third and final principle is recycling materials.
When it comes to designing out waste, ASOS sought to completely eliminate the surplus material that usually exists and is thrown into a landfill after a collection is completed. They also used manufacturing processes that reduce water, land, electricity, and chemical usage.
In regards to versatility and durability, ASOS wanted to create an environmentally-friendly collection that was still in keeping with the latest trends. They flawlessly blended bold prints and trendy details with timeless silhouettes and durable fabrics, ensuring each piece can be worn for many years to come and can be paired easily with other items in your wardrobe.
Examples of pieces that were created with the versatility and durability principle in mind are the collection’s unisex denim jackets, reversible shirts, dresses that can be worn multiple ways, and jeans that come with their own care guide.
The final circular foundation on which ASOS centred its collection is recycling. For them, the meaning behind recycling is three-fold.
First, it means to create new clothing items out of old ones (think leftover fabrics or vintage pieces). Second, it is about making individual pieces out of singular materials that are recyclable and because they are only made of one material, can be done so easily. Last, when creating a clothing item out of more than one material, designing them so that they can be disassembled with relative ease and subsequently recycled separately.
The collection is made up of everything from combat pants and puff-sleeved tops to a check bralette and a lilac pantsuit (the latter of which is made entirely out of recyclable materials – even the shoulder pads in the blazer).
Other standouts in the collection include a fully recyclable, adjustable dress that can be worn four ways (it is reversible and the hem can be mini or maxi, depending on your preference), as well as a unisex recyclable denim jacket that is made out of 100% BCI (Better Cotton Initiative) cotton.
Rounding off the collection are a wide range of 90s-inspired accessories, including the likes of lace-up combat boots, silver ear cuffs, crystal necklaces, cross body bags, and ribbed beanies.
ASOS DESIGN’s Circular Collection is now available online.
All images in this article are courtesy of ASOS.
