Circular fashion is one of the most recognisable concepts of sustainability in the industry. We explain what it means and share our top circular fashion brands.
The phrase ‘circular’ has only recently being embraced within the fashion industry. However, although it’s a new and upcoming trend, it has quickly become one of the most widespread concepts of sustainability in the industry.
A circular fashion chain is described as one in which waste from designing/production is kept within the production process and in use for as long as possible. This is primarily achieved by re-using off-cuts and waste, along with recycling in the most conscious manner possible. Fabrics are sourced and produced with the purpose of being used and circulated responsibly for the maximum time possible.
Worldwide, brands are encouraging a more ‘circular’ future. They are promising that their supply chain will be reformed as more sustainable to meet the expanding ‘eco-friendly’ trend, which consumers are becoming more mindful of when adding to their wardrobes.
So, what can you do to play your part in being sustainable and to support the circular fashion movement?
Firstly, try looking for preloved or vintage clothing. There are a growing number of online and in-store brands such as Depop, COW, and Ebloggers which sell a collection of re-worked and stylish second-hand clothing. This is one of the best ways to demonstrate sustainable shopping habits and to contribute to the circular model by increasing the lifespan of clothing!
Secondly, support slow fashion! Buying from fast fashion companies can seem cheaper and more convenient for some people but paying that little bit extra for clothing which is of considerably better quality and will last twice as long is a step in the right direction. Many slow fashion brands are usually small businesses with a major focus on sustainability, so by purchasing from these types of companies you are also supporting small businesses!
Finally, there are ways to be sustainable without having to break the bank or spend any money at all. If your wardrobe is full of clothes which look like they’re at the end of their life, have a look at how they could be re-worked into new stylish pieces or even do something as simple as sewing up a hole – this extends the lifespan by years, once again contributing to circular fashion!
If you’re struggling to find a starting point for brands who actively support and create their pieces following the circular model, then here are a couple of our favourite circular fashion brands:
One of the leading designers and brands which embrace sustainability to the fullest extent is Stella McCartney. The idea of sustainability is rooted within their brand values. Even though the price point can be seen as slightly more than the typical high street shop, the quality and longevity of the clothing makes it worth the money! Stella McCartney as a brand is currently towards a circular fashion future through the new material Re. Verso™, a renewed cashmere produced from post-factory waste. It is re-used within their manufacturing process to create new and innovative collections, keeping fabrics within the system and reducing textile waste.
Everlane is focused on being a sustainable and ethically sound brand. They are highly transparent about their supply chain. Details of how and where their clothing was made are set out on their website for everyone to view. One of the brand’s circular strategies is their promise to replace all materials made from new plastics, such as polyester and nylon, by 2021. The aim is to replace them with materials made from recycled plastics sourced from water bottles and renewed supplies. This not only helps to reduce wastage but also encourages consumers to be more mindful and recycle their own plastics!
Is circular fashion something you will be more conscious of going forward?
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