We humbly try to push boundaries and we want to evolve from just reducing our impact to making a positive impact. We want to re-imagine the fashion industry as we know it and move to a new circular economy.

Making circular a reality

The systems we rely on to make, sell and dispose of clothing are broken. Operated in an almost completely linear way, large amounts of non-renewable resources are continually extracted to produce the products we love, which largely end up going to landfill or incineration.

We need to change the system by making fashion circular and eliminating the concept of waste.

Changing this linear system demands radical transformation. It means everyone in the fashion industry working together with unprecedented levels of commitment and innovation. We see this as an exciting opportunity to unleash the creative potential of fashion and it is an opportunity we are proud to be part of.

  • A circular economy looks beyond the current take-make-dispose extractive business model and aims to redefine growth, focusing on positive society-wide benefits.
  • It is based on three principles: 1) design out waste and pollution; 2) keep products and materials in use; and 3) regenerate natural systems.
  • A circular economy requires that we move away from the consumption of finite (non-renewable) resources and that we design waste out of the system.

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