Deadstock fabrics have been one of the most important supply methods for circular fashion brands. These leftover materials from a brand’s warehouse and other fashion brands have been overestimated in their needs, and circularity found a solution to removing them from storage and avoiding being discarded into landfills.
However, innovative companies like Recovo have found a way to rescue deadstock fabrics and transform them into profitable and cost-saving sourcing for the fashion industry.
According to Fair Planet, the fashion industry is responsible for 20% of the world’s water waste and 10% of global carbon emissions. Just in the United States, over 11 million tons of textiles are sent to landfills each year. These materials could have been reused and repurposed by other companies to produce new collections or even upcycling them.
The most obvious benefit of using deadstock fabrics is the positive impact on the environment. Reusing and repurposing leftover fabrics reduces the need for new fabric and other textile product production, which leads to water usage, chemical pollution, and waste reduction.
This approach aligns perfectly with the principles of circular fashion, where the goal is to keep materials in use for as long as possible and to expand the product's lifecycle.
From an economic perspective, deadstock fabrics can be cost-effective for fashion brands. Since these materials are often sold at a discount, brands can save money on raw materials. This cost-saving can be passed on to consumers, making sustainable fashion more accessible and affordable.
Furthermore, by using deadstock fabrics, brands can differentiate themselves in a crowded market and appeal to an increasing group of eco-conscious consumers. It is important to consider that sustainable-premium product demand is increasing year after year, and brands can significantly benefit from this society’s new change.
Circular fashion brands have the opportunity to launch sustainable-limited collections made from deadstock fabrics, appealing to eco-conscious consumers and adding a sense of exclusivity to their garments.
Circular fashion is a model of fashion production and consumption whose objective is to extend the lifecycle of products. This approach involves designing, producing, and consuming, covering the whole garment’s life, minimising waste and maximising the use of existing resources. Deadstock fabrics find a perfect ally in the circular fashion business model.
With every new opportunity and change, deadstock fabric also comes with some challenges for circular companies. One of the main challenges is the limited availability of these materials, especially for big volumes. Leftovers normally come from old collections, so its disponibility is not as big to create wider collections.
However, brands can overcome this challenge by embracing small production runs and focusing on creating unique, limited-edition pieces. This approach not only addresses the issue of limited fabric availability but also adds value and exclusivity to the garments, becoming an attractive option for premium-luxury brands.
Another solution for this smaller fabric stocks can be creating engaging merchandise or presents, such as tote bags, to give to loyal customers, to use in special events, among others.
Deadstock fabrics require innovation to develop and expand all of their potential. Advances in fabric recycling, biodegradable materials, and eco-friendly dyes can make a difference and make it easier for brands to introduce them into their sustainable fashion strategies.
Consumer demand for sustainable fashion is on the rise. According to a report by McKinsey & Company, 67% of consumers consider the use of sustainable materials one of the most important purchasing factors in their decision-making process.
This growing demand is encouraging more brands to introduce circular practices and incorporate deadstock fabrics into their supply chain and creative processes. As consumers become more aware of the environmental impact of their purchases, they prioritise sustainable solutions in front of fast fashion and other traditional non-sustainable options.
Authorities are also pushing hard to introduce circular economy in our society. In the European Union, for example, the EU Strategy for Sustainable Textiles born to define a plan to promote and introduce circular fashion and reduce the environmental impact of the textile industry with several regulations which are going to be implemented during the next years.
The first step to adopt sustainable fashion is to educate yourself about the issues and solutions to understand the environmental impact of the fashion industry and the benefits of sustainable practices, especially what is directly related to your brands' environmental impact. Knowledge of circular economy is the basis for understanding how to adapt your business model, how to introduce deadstock fabrics into your brand, and why is it important.
You can use Recovo’s ebook about how to implement circularity into fashion brands to learn about circular fashion.
When looking at sourcing fabrics, look for companies that offer deadstock fabrics or other sustainable materials, such as Recovo and its marketplace. Due to these new sourcing partners, a brand can significantly reduce its environmental footprint by acquiring leftover materials from other brands.
Circular brands must use their communication channels to promote changes for the fashion industry. Educating the consumer about circular fashion choices and other sustainable behaviours is one of the most important tasks for fashion brands. Brands that advocate for a change in the fashion industry position themselves with sustainable value, very important for some consumers.
Recovo creates circular solutions for the fashion industry. We cover various aspects of the circular economy for brands:
Based in Barcelona, we have a global mission with our websites in Spanish, English, Portuguese, Italian, French, dutch, German
If you want to know more, please contact us
