What does it take to scale circularity in the fashion world?
What are the underlying issues within the fashion industry?
You scroll through an online shop and find this one t-shirt. It looks so good. You look at the price: 9,95,-. So cheap! You immediately put it into your cart and fill in your details. It is shipped to you after a few days. Amazing.
How often do you think you are going to wear this new t-shirt?
The answer is 7 to 10 times.
On average, it is estimated that garments are discarded just after a handful of wears. Clothes, which could be continued to be worn, are thrown away with no remorse. The current, waste-oriented, linear system with its immense global footprint is heavily relying on non-renewable resources, such as oil to produce synthetic fibres. 98 million tonnes of non-renewable resources are used per year to make clothes for us to wear, causing huge pressure on already scarce resources.
Circular Economy as the future, a new textiles economy
A circular economy is based on the following fundamental principles:
Preventing waste and pollution
Ensuring optimal use of products and materials
Reusing or repairing products
Recycling and the regeneration of ecosystems
In contrast to the linear economy, it is a regenerative system that strives to conserve scarce resource capacity. The idea of the circular economy is inspired by nature, as in natural systems materials circulate in cycles. The concept of the circular economy aims to help businesses to be more sustainable and conserve natural resources without losing sales. According to the Ellen MacArthur Foundation, today’s fashion industry has the potential to unlock billion dollar worth economic opportunities worldwide by adopting new business models and designing out waste from the offset.
How can a circular economy be put into practice?
An industry-wide transformation from a linear to a circular business model is a very challenging goal and therefore requires both actionable steps and perseverance.
For the fashion industry to reduce its environmental impact, companies have to scale circularity by taking concrete steps and setting strategies. Fashion brands should invest in, and test sustainable alternatives to conventional materials to make a circular system function. In other words, circular design needs innovative materials and products, which are durable and recyclable at the same time.
A product lacking durability or recyclability is more likely to lose its value over time. In a circular system with materials of high-quality, a garment can create value repeatedly. As stated by Business of Fashion, “companies can recover items from disposal or secondary resale and thereby continue to derive value.”
Brands, like Reformation, have partnered with second-hand platform ThredUp, giving shopping credits to customers who send in their worn clothes to resell them. More fashion brands should provide their customers with the option to buy pre-owned goods.
In addition, fashion brands must encourage action and behavioural change on behalf of their customers. Companies, as well as the government and educational institutions, are responsible for offering tips and providing fashion consumers with helpful information on how to repair and take care of their clothes.
A collective effort of fashion brands, the government and consumers is required to scale circularity in the textile industry, which is the key to a more sustainable future.
How does Kleiderly contribute?
Recycling of existing resources is an essential part of circularity and creating a more sustainable industry. This is why Kleiderly has made it its mission to reduce the global fashion footprint by recycling clothing waste into new and recyclable plastic alternatives that solve two problems at once: clothing waste and the use of oil-based plastic.
Sources
https://www.ellenmacarthurfoundation.org/circular-economy/concept
https://www.ellenmacarthurfoundation.org/explore/fashion-and-the-circular-economy
https://www.nzz.ch/themen-dossiers/ce2/nachhaltige-kreislaufwirtschaft-foerdern-ld.1576559
