Sustainable Fashion

The Circular Fashion Model

A re-transformation of our ability to make things.

Our current way of doing things has reached its limit. We take resources from the ground to make products, which we use and then when we’re finished with them they’re throw away. This is what’s called a linear economy.

A circular economy is based on the principles of designing out waste and pollution, keeping products and materials in use, and regenerating natural systems.

Currently the majority of the fashion industry is built on a linear system of “take, make and dispose”. In this system we are encouraging over-consumption and putting a huge strain on our planet. In order to challenge this, we need to innovate a cultivate a generation of pioneers to want to affect change, and that’s where the circular fashion model comes in.

“It is a somewhat broader term than ‘sustainable fashion’, as circular fashion combines the principles of both sustainability and circularity,” says Dr Anna Brismar, who coined the term in 2014.


Principles such as sustainable sourcing and manufacture, combined with textile recycling and repurposing will ensure that we’re able to reduce our reliance on finite resources and extend our life on this planet.

We need to keep garments in use and reuse as long as possible through developing or participating in collection schemes and supporting the development of technologies to recycle used textiles back to ‘good as new’ raw materials. That’s what circular fashion is all about.

Our planet is at stake.

Read more about the Problem.