How Circularity is Fundamentally Changing Fashion Brands

Circularity is one of the most promising new eco-friendly practices that some fashion brands are adopting in their sustainability efforts. Circular practices aim to create a waste-free production cycle by encouraging the recycling and repurposing of used garments and materials.

Brands have been incorporating circularity in several different ways. Some labels, like activewear company Girlfriend Collective, have internal recycling programs in which customers can ship back their used items when finished with them. The company then repurposes the used material in the production of new garments. This form of circularity reduces the amount of textile waste that ends up in landfills and allows the brand to use less new material in their production processes.

Sustainable brand Arielle hosts similar recycling initiatives. On their platform Arielle Reborn, customers can resell their worn pieces rather than throwing them out. If a customer does not wish to resell an item, they can simply return it to Arielle for the fabric to be recycled.

Funky Kalakar’s Go Zero initiative encourages circularity by collecting worn-out accessories and shoes. The brand will either upcycle these products to give them a new life or simply recycle the material. Funky Kalakar offers a 15% discount to customers who send in their items.

Partnering with separate resellers is another option for brands. Designer Stella McCartney, for instance, has a partnership with luxury consignment site TheRealReal, making it easy and convenient for customers to sell her pieces.

Circularity eliminates waste, reduces the amount of new material needed for production, and often offers a financial incentive to participants. These practices are a win-win for eco-friendly brands and their consumers alike.