Example of a Circular Economy – ´Fashion Aftermath´, the sustainable alternative to fast fashion

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

Is there a need for a circular economy?

The fashion sector has lately been under fire for its immoral and unsustainable business methods, which have earned it 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 clearly 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 approach. 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 todays 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 considerations to address sustainability
• References existing by authors for example John Elkington
• See the graphic below how Fashion Aftermath relates to the triple bottom line within the fashion industry

What means 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 or 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, customer do not pay a premium price for brands, but for the sustainable effort in the background. Furthermore, there is a prestige tag to certain luxury vintage garments as its 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 clearly does not seem to reverse, as the top 7 fashion 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? 

Fashion Aftermath´s Indirect competitors - are also contemporary big players in the fashion industry

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 (RSA, 2022)