A circular business model is a regenerative system in which garments are circulated for as long as their maximum value is retained, and then returned safely to the biosphere when they are no longer of use. In a circular businnes model the products are designed to be with the concept of them being able to be used for a next purpose. To achieve more sustainability in fashion then the best thing that can be done is for consumers to buy less and reuse more. The collective effect of everyone beginning to buy second hand clothing every once in a while would have a great positive impact on the planet.
The circular business model follows the ethos that clothing should only be designed with the option of recyclability, biodegradability, and resource effiency in mind. They should be sourced with a priority for ethical practices.
Green Strategy, an innovation-driven and research-based consultancy firm specialising in sustainability and circularity issues of the fashion industry, has identified sixteen key principles to support and promote a more circular and sustainable fashion, apparel and textile industry:
1. Design with a purpose
2. Design for longevity
3. Design for resource efficiency
4. Design for biodegradability
5. Design for recyclability
6. Source and produce locally
7. Source and produce without toxicity
8. Source and produce with efficiency
9. Source and produce with renewables
10. Source and produce with good ethics
11. Provide services to support longer life
12. Reuse, recycle or compost all remains
13. Collaborate well and widely
There are many advantages of circular fashion, this includes the reduced dependancy on imported raw materials and creation of eco-friendly industries and jobs. Other advantages include eco-friendly brands benefitting from a better public image, as people will think in a postive way of their sustainable actions. Furthermore, there will be a reduction in the envioronmental damage caused by resource extraction, this will benefit the planet.
Although there are many advantages to the system, there are disadvantages that limit the cycle, such as the dependancy of the consumers actions, as the cycle will not be successful if consumers do not choose to follow it (it cant go on to the next step if not completed). Also creating a business model on the basis of recycled goods is tough, and the entire cycle requires integrating product life cycle from raw material to disposal.
The dependency on consumers action is foreshadowed by the importance of intiating collaborations among the leaders of textile industry, brands, innovators and stakeholders to move towards a circular fashion economy. For the circular business model to be successful the entire fashion industry needs to re-design its operating model. The success of the cycle is dependant on innovators joining forces. Make Fashion Circular initiative has already brought many industry leaders together including GAP, Burberry, H&M, Nike, and Stella McCartney.
‘The importance of Circular Fashion for the planet and the industry
With the global population set to reach nine billion people by 2030, nature will struggle to meet human demands like never before. The goal of circular fashion is to ensure that clothes are made from safe and renewable materials, new business models increase their use, and old clothes are turned into new. We want to evolve the apparel industry to a future where every material is used and reused safely, where ecosystems are protected and where people are provided with dignified work. This is the philosophy of circular fashion, and the why it is critically important.
Clothes are an external expression of our personalities, while the importance of choice should not be overlooked, we should be more mindful of how many we truly need and where they come from.
As a professional in the industry, play your part in the Circular Fashion movement by upgrading your skills. Join the self-paced Motif’s Sustainability in Fashion Course.‘
