In the time that it takes you to read this sentence, the equivalent of 6 trucks full of discarded textiles has been either burnt or landfilled. In other words, that's one truck full every second

(depending how quick you read). It doesn't take a genius to recognise that on a world of limited, finite resources, this cannot be sustained.

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Fashion has too long thrived from abusing human psychological need for individuality and belonging, to create an artificial desire for new products, expressed through different forms of planned obsolescence. We want to see accountability for the wasteful way in which it operates alongside visible and concrete information about how our individual consumer behaviours can affect the environmental aspects of fashion production.

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Circular fashion is described as being ‘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’.

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New circular fashion ventures require a unique mind-set, as information is often shared at levels that fail to resonate with us as consumers. Brands need to  see beyond their core business and respond to trends from consumer demand with a complete separation to existing linear 'take-make-dispose' fashion models. Scenario’s which Covid-19 has arguably brought forward amongst brand and fashion player conversation.

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With the fashion industry and the world as we know
it drastically changing before our eyes, it’s arguably more important than ever to highlight the connectedness of circular fashion with mental, social and planetary health.

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The future of fashion lies in ambitious fashion channels and outputs, and a new value paradigm of fashion shifting from consumption to experience through community and creativity.

 

Aptly quoted by Jenifer Nini, founder of Eco Warrior Princess, “We can’t just consume our way to a more sustainable world”. 

Instead by championing creativity, circular fashion initiatives can become fluid, open-minded and user-centric for consumers, providing quality meaningful fashion experiences with environmental and social justice at its heart.

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So now we know what the circular economy is, the question is, what the f*@! can we, as individuals, do with this information?

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Fear not! CIRC_LAR + U is here to support you! Let's explore how we're going to help make it a reality...