So you've heard the buzzwords 'circular fashion' thrown around. But what does it actually mean? What can everyday consumers do to join in on it? Read on for a no-nonsense guide to the Circular Fashion Movement!
The idea of fashion being 'circular' comes from the concept of a circular economy - an economic system aimed at eliminating waste, focussing on reusing and recycling resources.
"Looking beyond the current take-make-waste extractive industrial model, a circular economy aims to redefine growth, focusing on positive society-wide benefits. It entails gradually decoupling economic activity from the consumption of finite resources, and designing waste out of the system. Underpinned by a transition to renewable energy sources, the circular model builds economic, natural, and social capital." - Ellen MacArthur Foundation
Dr Anna Brismar from consultancy firm, Green Strategy, defines circular fashion as "clothes, shoes or accessories that are designed, sourced, produced and provided with the intention to be used and circulate responsibly and effectively in society for as long as possible in their most valuable form, and hereafter return safely to the biosphere when no longer of human use." Essentially, it's about keeping clothing in use rather than sending it to the bin after one season.
Organisations like the Ellen MacArthur Foundation are at the forefront of the movement to make fashion circular, and many brands are jumping on board.
But what can we do as consumers?
1. Remember the words of Vivienne Westwood: "buy less, choose well, make it last"
Do you really need that new t-shirt? Consider whether you're buying something because it's trendy or you actually need new jeans because your current ones have a million holes in them - and not the intentional kind. If there is something you need, save up and invest in quality pieces if you can. Fast-fashion is 'fast' for more than one reason... its time on you is fast too. Quality pieces are expensive initially, but so worth it when they can last you a good ten years.
It's also important to be conscious of how you're washing your clothes. Read our eco washing tips (that'll also help your clothes last) here!
2. Channel your inner Macklemore and go thrift shopping
Yes, we love secondhand shopping if you hadn't already noticed! Better for the planet, cheaper than new, and you might even find a unique gem!
3. Don't buy, rent!
Although corona means that we won't be attending any events for a while, when we do get back to parties, graduations, and nights out, instead of buying a new outfit consider renting one. Not only is this cheaper than buying a dress you'll probably only wear once - let's be honest here - it also means that item will continue to be used and not put to waste!
4. Learn a skill and upcycle your clothes
Now that most of us are inside, self-isolating to flatten the curve, if you find you've got some spare time on your hands, learning to sew, mend, and alter your clothes is a fun and economic way to breathe some new life into your closet. One more item saved from landfill baby! There are a tonne of videos on YouTube that show you how to spruce up your clothes. Whether you're a complete novice, don't have a sewing machine, or an aspiring fashion designer, there's a video for you!
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