A Circular Economy in Fashion

This article refers mainly to a research article called ´Vintage Fashion: An Example of Circular Economy as a sustainable alternative to Fast Fashion´ by Ludovica Vanicore.  

 

What is a Circular Economy?

A circular economy transforms traditional linear production and consumption models by prioritizing waste reduction, prolonged product use, and natural system regeneration (Heinrich Böll Foundation, 2024; Ellen MacArthur Foundation, 2023).

Unlike the “take-make-dispose” approach, this system emphasizes reducing resource extraction, reusing materials, and recycling waste into new products, thereby minimizing environmental impact (Heinrich Böll Foundation, 2024; Ellen MacArthur Foundation, 2023). 

Consequently, businesses adopting circular principles design durable goods, implement repair programs, and leverage recycling technologies to extend material life cycles (Heinrich Böll Foundation, 2024 ; Harvard Business Review, 2021). 

For instance, companies like Patagonia and Xerox demonstrate circularity through product refurbishment and leasing models, which reduce raw material demand while maintaining economic productivity (Harvard Business Review, 2021). 

Transitioning to this model not only addresses climate change and biodiversity loss but also unlocks $4.5 trillion in global economic opportunities by 2030 through innovative resource management (Ellen MacArthur Foundation, 2023).

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Is there a need for a circular economy?

The fashion sector has lately been under fire for its immoral and unsustainable business methods.

Furthermore, it has earned the title of one of the most polluting economies on the planet. 

The business of fashion has a dual personality:

On the one hand, it may be understood historically as an economy that is labour-intensive and has negative long-lasting environmental impacts. 

On the other hand, it is a resource-intensive and ecologically harmful economy.

Aside from valid and global concerns, the trade of garments also acts as a catalyst for innovation and progress.

The enhanced awareness of consumers calls for a more sustainable and mindful approach to ethical concerns.

Additionally, with an estimated 8.5 billion people living on the planet, by 2030, overall garment manufacturing is expected to expand by 63%, demonstrating how today is linear.

The economic model has run out of room.

 

 

What is the Triple Bottom Line? 

(People, Profit, Planet)

• The triple bottom line sets a framework with three dimensions as the following: Profit, People, Planet
• There is a wide adoption of this concept also in academic research and businesses worldwide
• The dimensions of the economy, society and environment are intertwined, therefore business decisions should take consequences into consideration to address sustainability
• References existing by authors for example John Elkington
  

What is a Circular Economy in the Fashion Industry?

Examples of such practices are second-hand fashion and suggesting vintage garments as an effective opposite to fast fashion.

Fashion Aftermath adapts to this practice and offers a range of recycled women´s garments.

All products are either altogether refurbished, cleaned, reworked or restyled.

Most vintage clothing, especially from the 50s era do not contain any tags or visible branding.

At our store, customers do not pay a premium price for brands, but for the sustainable effort in the background.

Furthermore, there is a prestige tag for certain luxury vintage garments.

Yheir production is far more cost and time-intensive than common modern fast fashion. 

If you want to find out more about the issues linked to fast fashion you can read further in this article.

The worldwide plastic pollution seems not to be reversed.

In addition, the top 7 fashion retailers are collectively producing new clothing containing over 80% plastic. 

Do customers even wonder how the skin reacts to wearing plastic fabrics over time?

 

 

Amount of Plastic in Clothing per Fast Fashion Brand 

Fast fashion retailers have a significant amount of plastic in newly created garments. (RSA; 2022)

• 95.2% of shein clothing contains plastic
• 89.3% Prettylittlething
• 84.1% misguided
• 83.5% boohoo
• 64.7% asos

Data obtained from RSA, 'The royal society for the encouragement of arts, manufactures and commerce'. (RSA, 2022)

References

Heinrich Böll Foundation, 2024. Circular Economy: Principles, Benefits, and Applications. [online] Berlin: Heinrich Böll Foundation. Available at: https://www.boell.de/en/circular-economy [Accessed 3 February 2025].

Ellen MacArthur Foundation, 2023. Circular Economy Introduction. [online] Cowes: Ellen MacArthur Foundation. Available at: https://ellenmacarthurfoundation.org/topics/circular-economy-introduction/overview [Accessed 3 February 2025].

Lacy, P., Long, J. and Spindler, W., 2021. The Circular Business Model. Harvard Business Review, [online] Available at: https://hbr.org/2021/07/the-circular-business-model [Accessed 3 February 2025].