As part of Circulate’s collaboration with the Disruptive Innovation Festival, we’re featuring insight from some of this year’s Open Mic contributors in advance of their performance at the DIF. Find out more at thinkdif.co, and don’t forget to tune into this session live at 18:00 GMT on November 11th.
The problem in the fashion industry isn’t fashion itself: it’s the harmful impact of creating that fashion and the waste generated when that fashion is landfilled instead of circulated indefinitely.
So for those of you who love clothes there is hope. We don’t have to fear fashion as an ugly bad habit, but something that can be reinvented through innovation and dedication.
What if the clothes we wore improved the lives of the people who made them and the environment in which they were produced? What if when we were done with our clothes they continued to live long and full lives with others until one day they were turned into new resources?
Fashion is going through a transformative change right now. More than ever before, brands, customers and the media are highlighting the problems and solutions the industry is grappling with. Ever since the 1990’s the stories of human rights abuses have been brought to light, and each year apparel companies are attacked for those abuses. Now environmental and animal welfare issues are included in those stories. The more transparent the supply chain gets, the more customers are demanding to know “who made my clothes”. Campaigns like Fashion Revolution drive continued attention to the subject. This is a good thing.The more each of us learn about the issue and what we can do to update our buying behaviors to promote better supply chain practices, the more the industry will shift.
As the options for buying more ethical clothing increases, the attention is also moving towards the amount of clothing we buy and what do we do with our clothes when we are done with them. Currently Americans now buy five times as much clothing as they did in 1980. That’s a lot of clothes.
Trying to fix the apparel industry is more than a daunting task. It is a systemic change that needs to happen. But it isn’t quite as scary when you look at it through a circular economy lens. In fact, looking at it through this lens creates a beautiful, simplistic path for design, production and use of a product. Now we have to integrate that beautiful simplicity into an archaic industry. Luckily there are many working on this, slowly creating solutions that patched together will produce an incredible web of change. Designing differently is already happening as companies start to create products that can actually get recycled. The Cradle to Cradle’s Fashion Positive program is creating a library of Cradle to Cradle materials. Apparel brands are creating systems for collection and processing, and recycling technologies are evolving from ideas to implementable solutions.
The Renewal Workshop fits into this new model well, providing brands and retailers the infrastructure and manufacturing ability to create a new model of business. One where clothing is assessed at its highest utility and kept there. All the resources that went into making a dress in the first place should be conserved and maintained. The renewal process does this assessment and identifies clothing that through cleaning and repair are resold again to a certified standard. While higher priced items like cars and electronics have a history of strong used sales channels, we are now in a time where other products can begin exploring this.
Fashion is a statement of who we are. We make conscious choices every day about what to wear. Some of that based on function, and some of it is a statement of our personalities. The need and interest to wear clothing is not going away, so new innovations need to happen to ensure that there is an industry to provide us these clothes.
The way we make clothes is one part, the next part is the care and thought about how we use the clothes made, then we must innovate what we do with those clothes when we are done. While we might get bored of a piece of clothing, the clothing itself might not be done and so with an investment in circular systems we will ensure the value of those products are able to live on.
*This story first appeared on Circulate News