how do we make the fashion industry circular?

happy june! this month we’re going to be looking at fashion and sewing as a craft for change, exploring the many benefits of learning to sew, how we can change the fashion industry as a whole, and how these small pieces fit into the bigger puzzle of our overall lifestyle as a means for change.

what is a circular system?

a circular system is a design system that is safe for the environment and human health, and infinite. both the manufacture and end of a garment’s life are equally important in this system. pieces are created from existing materials, and the materials are designed to be used for as long as possible once the initial design is worn out. as opposed to the linear life cycle model, where the focus is on the end product and created to be discarded at the end of its life, a circular design system aims to keep materials in use for as long as possible by improving durability and longevity, minimising waste and reducing emissions.

the steps of a circular design system could look like this: reduce waste and use existing materials, recreate, repair, reuse, and recycle.

however, there are many different ways that a circular design system could be modelled for any kind of business.

we can incorporate this idea into many different aspects of our lives, it doesn’t just have to be the fashion industry. reducing waste when you go grocery shopping, and when you make dinner, take the bus rather than driving, resell furniture, books and toys when you want a change, or rent an outfit for a special occasion rather than buying one. there are so many ways we can all make an impact with our choices.

key points of fashion circularity:

using less materials in the original manufacture of the product to make recycling as easy as possible
removing non-recyclable and polluting materials from the supply chain
capturing all scraps and waste for reuse
ensuring use and reuse for as long as possible, through initiatives like collection schemes and mending clothes to rejuvenate the quality
returning any unavoidable waste safely to the environment

big changes are made with small steps

legislation:

writing legislation and making it easier and more appealing for brands to change their business model is a great way to encourage bigger positive change across the industry. potential legislative changes could be: prohibiting the destruction of unsold surplus stock, as seen in the european union, providing a financial incentive for brands to make their business model circular, as proposed in australia, and making advertising for fast fashion more difficult or illegal on public platforms.

changing consumer habits:

we desperately need to change our clothing consumption habits. on average in australia, each person buys fifty six new items of clothing a year, paying about $13AUD per piece. that is nearly five new pieces a month

instead of buying new, try:

buying from an op shop or resale outlet
renting for a special occasion
swapping clothes with a friend or family member
upcycling an existing piece into something new

a big part of changing consumer habits is education and awareness raising. we need to teach ourselves to:

value the clothes we own: wear and rewear your clothes until they’re fraying and broken then repair them, remake or restyle them so you can keep wearing them

buy new only when absolutely necessary: and when you do buy new, choose clothes that have a lower environmental impact. buy natural fibres like cotton, linen and hemp, and go for organic fair trade cotton if possible. also, buy from smaller local businesses if you can, then you’re putting your money back into your local economy.

encourage creative thinking: a huge part of the appeal of fast fashion and hyper consumerism is the ‘new and exciting’ aspect of micro trends. if we encourage everyone to lean into their own creativity and innovation, we can all create our own trends and styles with existing pieces, rather than relying on brands, celebrities and other external influences to dictate what’s trendy or stylish. this is great for identity, our sense of self, authenticity, creativity, and of course, the environment!

making sustainable fashion more appealing:

fast fashion is appealing for many different reasons, and if we want to change the industry, we have to make sustainable fashion appealing in a similar way. we need to advertise and make it accessible in price, location, size and hygiene. as a sustainable creator, make pieces that are fun, flattering and fit your ideal customer’s body well so that everyone has an equal opportunity to enjoy and value wearing their clothes. rather than just focusing on guilting people about the social and environmental impacts of fast fashion, we need to advertise the way our sustainable clothes make people feel, allow them to tell a story and have emotional impact. emotional impact is a huge factor in peoples’ buying habits.

making sustainable fashion more appealing also means making sustainable circular design systems within the fashion industry like resale, rental and repair and remake models more accessible and well known. there are ways to make money in the fashion industry without manufacturing new products and exploiting the various links in the supply chain in the process. examples like depop, facebook marketplace and thredup are great examples of how successful a more circular business model can be.

whether you are a designer, creative, educator, consumer or just a fashion lover, there are so many things we can all do to make a positive change and remodel the whole industry