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And this is where you, dear shopper, hold the power. As a growing number of consumers look to new shopping methods that lead to a more sustainable future, whether that be through thrifting, choosing responsibly made clothes, or shopping other people’s closets, brands are taking notes and running with them. In the case of Circ and Zara, the two companies are repurposing garment waste into new clothes, keeping these molecules in what Majeranowski calls the “value chain” and out of landfills, the ocean, and incinerators. On a less technical level, others like denim brand AG and Coach are using their own garment waste to create new pieces. We see this in Coach’s launch of its subbrand Coachtopia—which features colorful handbags, shoes, and accessories featuring recycled leather scraps—while AG has its AGain initiative, where customers can return once-loved AG pieces to be recycled and receive a discount on something new in return. “We are able to divert thousands upon thousands of products with the AGain program, decreasing our consumption of virgin materials,” John Rossell, the director of marketing and creative at AG, says in an email. “To truly be circular, a brand needs to take additional responsibility to recapture the products at the end of the lifecycle.”
Even for Rossell, the brand’s efforts in making circular fashion the norm ultimately come down to mass appeal. “Getting the fashion industry and consumers educated and on board with the idea of circular fashion will spark the innovation necessary to bring the concept to scale and lay the groundwork for a more sustainable industry,” he states. “We want our consumers to see the value in thinking more sustainably and to be inspired. The same goes for the fashion industry; we hope to inspire other brands and manufacturers to innovate and push for sustainable solutions.”
For Majeranowski, that also means making responsibly made clothes accessible to everyone. “One of our key goals is accessibility—we don’t want circularity to be only for high price points or luxury, this defeats our purpose of widespread impact,” he offers. By collaborating with Zara, Circ proves that sustainable fashion is inclusive—and for both brands as well as AG, this is the goal. When it comes to shopping sustainably—and developing more environmentally-friendly practices overall—be sure to give yourself grace. Yes, companies like Circ and AG are making circular fashion (and every step of it) more approachable, but Majeranowski wants to remind you that the process is still a journey. There are plenty of steps for you to learn and research as you develop these habits, and from there, it’s about being mindful of where you spend your money. “Ultimately, the needle is moving forward. As long as consumers support these initiatives and brands continue to improve their material inputs, we will see a more circular future for fashion,” he says.
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