6 Circular Economy Tips for Sustainable Fashion Brands

During the last decade, the fashion industry has faced some of the most significant challenges related to its environmental impact and unsustainable practices. As consumers become more conscious of their purchasing decisions, sustainable fashion gained popularity to reverse this damaging environmental situation, and circular economy-based models arrived as one of the most effective solutions for sustainability and fashion.

As part of our commitment to circular fashion, we cover the 6 most important tips for fashion brands that pretend to implement circular economy practices into their operations.

What is the Circular Fashion?

The circular economy is a regenerative approach that aims to eliminate waste and maximize resource efficiency. In the context of fashion, this means moving away from the traditional linear "take-make-dispose" model towards a closed-loop system where materials and products are reused, recycled, or repurposed.

Circular fashion covers every garment and product stage from designing to waste, with the main objective of keeping these final products or their material in use for as long as possible. This new fashion approach is not only focused on reducing the environmental impact of the industry, but it also pretends to create new business opportunities to promote the industry’s economic health.

The concept of circular fashion challenges the traditional scope of fashion as disposable, which encourages a shift in mindset towards viewing clothing as valuable resources that can be continuously cycled through the economy. This approach requires collaboration across the entire fashion value chain, from designers and manufacturers to retailers, consumers, or suppliers.

Benefits of Circular Fashion for Brands

Adopting circular fashion into your fashion business model offers numerous benefits for fashion brands, such as:

1. Reduced environmental impact: One of the motivations for circular fashion is to minimize waste and maximize resource efficiency. Brands can significantly reduce their carbon footprint and overall environmental impact by adopting their strategy of circular fashion principles.
2. Cost savings: As one of the most important circular practices is to optimize resources, this practice can significantly reduce material costs for brands’ supply. For example, the Recovo marketplace of deadstock fabrics offers fabrics and threads which have never been used before at lower prices than if they were new.
3. Enhanced brand reputation: Consumers increasingly value sustainability, and brands that demonstrate a commitment to circular fashion can build stronger customer loyalty and attract new environmentally conscious consumers.
4. Innovation opportunities: The circular economy model encourages brands to think creatively about product design, materials, and business models, fostering innovation and differentiation in the market. Brands that invest in sustainability are often also innovation leaders and are getting profit from it.
5. Regulatory compliance: As governments implement stricter environmental regulations, circular fashion practices can help brands stay ahead of compliance requirements. In the future, the major part of these recommendations is going to be mandatory for the fashion industry, so adopting them as soon as possible will facilitate this transition as more time is going to be available.

6 Tips to Implement Circular Fashion

1. Designing for Longevity and Durability

One of the fundamental principles of circular fashion is creating products that last. Designing for longevity and durability is the basis for reducing waste and increasing textile products’ lifecycles. This new scope of designing for sustainability is known as ecodesign, which basis are:

1. Choose high-quality materials: Durable fabrics and components that can withstand repeated wear and washing without degrading, such as organic cotton, wool, or innovative synthetic materials designed for longevity can significantly enlarge the durability of current textiles, which are often designed with the traditional view of “fast-fashion” or “take-make-dispose”.
2. Implement rigorous quality control standards: Ensuring that garments comply with environmental quality standards of construction and finish to prevent premature wear and tear must be a priority for authorities to force textile companies to comply with the new circular requirements that the latest EU Fashion Regulations are setting.
3. Design for timelessness: Create classic styles that transcend seasonal trends, encouraging consumers to keep and wear items for longer periods. This approach focuses on versatile pieces that can be styled in multiple ways and remain relevant across different fashion cycles.
4. Incorporate modular design: Develop garments with interchangeable or replaceable components to allow easy repair or customization.
5. Provide care instructions: Educate consumers on proper garment care to extend the life of their purchases such as detailed washing instructions, storage tips, and guidance on minor repairs.

6. Implementing Recycling and Upcycling Programs

Recycling and upcycling are crucial components of a circular fashion system and one of the most popular new business opportunities for the textile industry. By implementing effective programs, brands can divert textiles from landfills and create new value from existing materials. Here are some examples of how a company can introduce new recycling or upcycling programmes:

1. Establish take-back programs: Create systems for customers to return used garments for recycling or upcycling to involve them in recycling and recovering textiles. This could be implemented by installing in-store collection points, mail-in options, or partnerships with existing recycling organizations.
2. Invest in recycling technology Investing in recycling creates new, accessible, effective, and cheaper methods for brands to reintroduce their old garments and materials. Increasing the availability of recycled materials promotes their use and it also is going to reduce production costs as recycled content materials are normally more price-accessible than traditional raw-materials created materials.
3. Develop upcycling initiatives: Transform unsold or returned inventory into new products through creative redesign and repurposing. This could involve collaborations with local artists or designers to create unique, limited-edition pieces.
4. Partner with recycling facilities: Collaborate with specialized textile recycling companies to ensure proper handling and processing of collected materials. These partnerships can help brands navigate the complexities of textile recycling and ensure that materials are effectively reintegrated into the supply chain. Recovo helps fashion brands find the perfect recycling solution for every brand's requirements.
5. Incorporate recycled materials: Use recycled fibres and components in new product lines to close the loop and create demand for recycled materials. This could include using recycled polyester from plastic bottles or regenerated fibres from post-consumer textiles.

To increase brands’ recycling and upcycling programs impact, brands should also consider:

• Educating consumers about the importance of textile recycling and how to participate in take-back programs.
• Setting targets for the percentage of recycled materials used in new products.
• Exploring innovative ways to use recycled materials, such as in packaging or store fixtures.
• Collaborating with other brands or industries to create larger-scale recycling initiatives.

1. Adopting Rental and Resale Models

On one hand, rental and resale models appeared as one of the consumers’ favourite affordable and sustainable options to refresh their wardrobes. These models extend the life of textile final products, aligning perfectly with circular economy principles.

Rental models allow customers to temporarily use clothing items for a fee, reducing the need for individual ownership and increasing the utilization of each garment, being other options for consumers to wear new outfits and creating new opportunities for brands to create new business models. Rental models can be particularly effective for occasion wear, high-end fashion, or items that consumers might only wear a few times.

On the other hand, Resale models facilitate the exchange of pre-owned clothing, keeping items in circulation and reducing demand for new production. Resale models are not only extending the life of garments, but they are also providing brands with valuable insights about their products’ longevity and durability. This information can be used to improve future designs and enhance overall product quality.

To maximize the success of rental and resale initiatives, brands should:

1. Sourcing Sustainable and Recycled Materials

Choosing the correct materials plays a crucial role in a brand's circular fashion strategy. Their compositions will define the future life of the products made with them. Sourcing sustainable and recycled materials is not just reducing the environmental impact, it also supports the development of a circular supply chain. Here are some key considerations related to sustainable sourcing:

1. Prioritize recycled fibres: Incorporate recycled polyester, nylon, and other synthetic materials to reduce reliance on virgin resources. This could include using recycled ocean plastics or post-consumer waste in fabric production.
2. Explore innovative materials: Investigate novel sustainable materials such as biodegradable fabrics, plant-based leathers, or fibres made from agricultural waste. These materials often have a lower environmental impact and can be more easily integrated into circular systems.
3. Use organic and regenerative natural fibres: Choose organic cotton, hemp, or wool from regenerative farming practices that support soil health and biodiversity. These materials not only have a lower environmental impact but also contribute to the regeneration of natural ecosystems.
4. Implement material traceability: Develop systems to track the origin and journey of materials throughout the supply chain. This ensures transparency and allows brands to make informed decisions about their material sourcing.
5. Set targets for sustainable material use: Establish clear goals for increasing the percentage of sustainable and recycled materials in your products over time. This provides a roadmap for continuous improvement and demonstrates a commitment to stakeholders.

6. Minimizing Waste in Production Processes

Efficient production processes are essential for minimizing waste and circularly maximizing resource utilization. Brands should focus on:

• Implementing zero-waste design techniques: Use pattern-making methods that minimize fabric waste during cutting. This could involve computer-aided design tools that optimize pattern layouts or innovative cutting techniques that utilize every part of the fabric.
• Optimizing inventory management: Use data analytics and demand forecasting to reduce overproduction and excess inventory. This helps prevent unsold stock that may end up in landfills and ensures resources are used efficiently. Adopting softwares to manage your inventory and reintroduce your acquired deadstock fabrics is one of the most effective techniques to eradicate a brand’s overconsumption. Recovo provide the circularity software CiMS, which reintroduces these types of fabrics to reduce waste production and sourcing costs by deadstock fabrics
• Adopting on-demand production: Explore made-to-order or small-batch production models to align supply with demand more closely. This approach reduces waste and allows for greater customization, potentially increasing customer satisfaction.
• Utilizing 3D design and virtual sampling: Reduce material waste in the sampling process by leveraging digital design tools. Virtual prototyping can significantly decrease the number of physical samples needed, saving resources and time.
• Implementing water and energy-efficient processes: Invest in technologies and practices that minimize resource consumption in manufacturing. This could include using closed-loop water systems, energy-efficient machinery, or renewable energy sources.

1. Educating Consumers on Circular Fashion

Consumer education is crucial for the success of circular fashion initiatives. Brands must actively engage with their customers to raise awareness about circular economy principles and encourage more sustainable consumption habits. Here are some effective strategies:

1. Provide transparent product information: Communicate your products' sustainability features and circular aspects through labelling and marketing materials. This could include information about recycled content, durability, or end-of-life recycling options.
2. Create engaging content: Develop blog posts, videos, and social media content that explain circular fashion concepts and showcase your brand's initiatives. Use storytelling to make complex sustainability topics more accessible and relatable to consumers.
3. Offer care and repair guidance: Provide detailed instructions on caring for and repairing garments to extend their lifespan. This could include video tutorials, care guides, or in-store workshops on basic mending techniques.
4. Highlight the benefits of circular fashion: Demonstrate how circular practices benefit both the environment and the consumer, such as through cost savings or unique product offerings. Use concrete examples and data to illustrate the positive impact of circular fashion choices.
5. Encourage participation in circular programs: Promote your take-back, rental, or resale programs and incentivise customer participation. This could involve offering discounts or loyalty points for customers who engage in circular practices.