Deadstock fabrics appeared as one of the most significant materials for circular economy fashion business models. These fabrics, which are often unused and stored in warehouses, are materials that have been left over from previous fashion collections or production runs. They can come from different sources such as cancelled orders, overproduction, or former discontinued collections.
Among all the benefits that deadstock fabrics have, one of the most relevant for fashion brands is their uniqueness. Since these materials are often remnants from previous collections, they are limited in quantity. This scarcity can lead to the creation of exclusive, one-of-a-kind garments that cannot be easily replicated, creating a significant advantage for premium fashion brands who are looking for something unique and different from their competitors.
The fashion industry is notorious for its wastefulness and overproduction, with millions of tons of textiles discarded and wasted in landfills each year. One of the most significant and evident environmental benefits of using deadstock fabrics is the reduction of waste. As fashion companies reuse and repurpose their surplus materials, they are reducing the industry’s waste production and overproduction. Designers who choose to work with deadstock fabrics are actively reducing their environmental impact instead of contributing to the demand for new materials.
Producing new fabrics requires a substantial amount of energy and resources. By reusing existing and manufactured materials, companies reduce raw materials demand and their posterior processing and dyeing as these materials have already been produced. Giving a second life to deadstock fabrics eliminates the need for additional resources and energy.
Circular fashion became the most attractive alternative to traditional linear fashion models for the major part of the industry and authorities. For example, the EU is preparing a new regulation landscape for fashion based on the circular economy principles. Circular fashion aims to keep materials in use for as long as possible, minimizing waste and environmental impact. Deadstock fabrics fit perfectly into this new sustainable fashion model; in a circular fashion system, materials are continually recycled and repurposed, reducing the need for new resources. Deadstock fabrics are an excellent example of how this can work in practice.
As deadstock fabrics are existing materials, their disponibility is reduced. This can be a challenge for some traditional brands, but breaking up with fast fashion and overproduction of garments is one of the most important objectives for the fashion industry. This can incentivise fashion brands to innovate and create pieces that stand out in the market, creating limited edition garments or collections, and adding extra value to the final products.
This big advantage is very relevant for premium and fashion brands which are always looking for new designs and something to stand out their consumers from the other brands’.
Sourcing from deadstock fabrics is often cheaper than producing new fabrics. Companies sell their surplus at a discount at deadstock fabrics marketplaces or, if a brand implements proper warehouse materials’ optimisation, textile materials can even be free. For example, to significantly reduce fabric sourcing costs, adopting softwares such as Recovo’s CiMS, can increase internal fabrics’ reusing traduces into important operational savings. This cost-effectiveness allows for more flexibility in pricing, making sustainable fashion more accessible audience. Additionally, the savings can be reinvested into other aspects of the business, such as marketing or recycling investments, to transform old garments into new threads and other materials to produce new fabrics for the upcoming collections.
Deadstock fabrics can also be a game-changer for emerging designers or small fashion brands. By reducing production costs, these materials can help make sustainable fashion more viable for businesses with limited resources. This, in turn, can help to promote a more diverse and inclusive fashion industry, where sustainability is not just a luxury but a realistic option for all.
Current consumers’ interest in brands’ image and values increases the necessity for brands to develop branding strategies and design engaging storytelling for their audience. One of the most important values that consumers are asking for their favourite brands is circularity and sustainability, where deadstock fabrics offer arguments to develop a rich narrative that can enhance a brand's storytelling.
Brands must take into account this environmental awareness for the sustainability of society, whose values and purchasing decisions have been modified due to the current climate emergency and the impact they have been generating because of their consuming habits. Brands that understand and communicate their real efforts related to sustainability, without falling into greenwashing and other unethical sustainability practices, can boost their position in the market while they commit to the environment.
Recovo creates circular solutions for the fashion industry. We cover various aspects of the circular economy for brands:
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