What is circularity in fashion?
An approach that keeps products and materials in use for as long as possible through durability, repair, reuse and recycling.
In short
Circularity is an approach that keeps products and materials in use for as long as possible through durability, repair, reuse and recycling. In a circular fashion model, a jacket is designed to last, repaired when damaged, resold when no longer wanted and finally recycled into new fibre, instead of following a take, make and dispose path.
How does it work in practice?
Circularity affects the whole product lifecycle. In design, teams choose durable materials, avoid blends that are hard to recycle and make garments easier to repair. In business models, brands add repair services, rental, take-back and resale. At end of life, products are collected, sorted and either reused or recycled into new materials.
Wholesale partners can play a part too, for example by hosting take-back points or selling pre-owned products alongside new collections. For buyers and merchandisers, this can mean planning a small second-hand or repaired range next to the seasonal assortment.
Why does it matter?
Pressure towards circularity comes from several directions:
- Regulation such as ESPR and textile EPR
- Customer interest in longer lasting and second-hand products
- Rising costs and risks of raw materials
- Investor and retailer expectations on sustainability
Circular models can also create new revenue and stronger customer relationships.
How is AI changing it?
AI can support circularity at several points: designing for durability using data on returns and wear, pricing and grading second-hand items, identifying materials during sorting, and matching recycled fibres to new products. Digital Product Passports will provide data that makes these processes easier.
Common pitfalls
- Launching circular pilots that never scale beyond a small share of the business
- Designs that make repair or recycling impractical
- Overstating recyclability without available infrastructure
- Treating circularity as marketing rather than an operational change
Frequently asked questions
What is the difference between circular and sustainable fashion?
Sustainable fashion is a broad term for reducing environmental and social impact. Circular fashion is a specific approach within it, focused on keeping products and materials in use through durability, reuse, repair and recycling.
How can fashion brands become more circular?
Typical steps include designing for durability and recyclability, offering repair and resale, setting up take-back schemes and building data such as Digital Product Passports to support reuse and recycling.
