The linear system of "take-make-dispose" that currently dominates the fashion industry is unsustainable and damaging to the environment. With rising amounts of textile waste ending up in landfills each year and pollution from non-renewable resource extraction continuing to increase, it is clear that a new circular model is needed. In this article, we will explore the growing global circular fashion movement and how brands, retailers, and consumers are embracing reuse, remaking, repair and recycling to build a more sustainable future.

The Problem of Fast Fashion's Linear Model

The linear "take-make-dispose" model that underpins fast fashion has led to overproduction and overconsumption of clothing on a massive scale. Each year, the fashion industry produces over 100 billion garments but the lifecycle of clothes has decreased rapidly due to trends changing at lightening speed. On average, consumers now keep clothes half as long as 15 years ago.

This overproduction has massive environmental consequences. It is estimated that the fashion industry produces 10% of global carbon emissions and consumes more energy than aviation and shipping combined. Much of the textile waste ends up in landfills, where it takes up to 200 years to decompose. Toxic dyes and chemicals used in clothing production also pollute waterways. With 2.5 trillion liters of water used by the industry annually, fashion is depleting freshwater sources at an alarming rate. Clearly, this linear system cannot be sustained as global populations and consumer spending on clothes continues rising.

The Rise of the Circular Economy Model

Thankfully, more and more Global Circular Fashion and retailers are adopting a circular economy approach to counter the damages of fast fashion. The circular model focuses on reducing waste by designing clothing to last longer through multiple lifecycles of reuse, repair, remake and material recycling. For example, brands like Patagonia, Eileen Fisher and H&M are taking back old garments and reworking them into new clothes or recycling fibers. Organizations like Fashinnovation are also supporting startups with circular business models through accelerators.

Consumer Attitudes are Also Changing

Consumers, especially younger generations, are also driving this change by favoring sustainable brands and adopting circular habits like renting, swapping and resale of clothes. Thrifting and vintage shopping have seen a huge growth as both an affordable and eco-friendly way to refresh wardrobes. The resale market is now valued at $28 billion according to research and growing rapidly as sites like Poshmark, ThredUP and Vestiaire Collective make it easy to buy and sell pre-owned clothes online. Rental platforms allowing you to rent high-fashion luxury or seasonal items are also gaining popularity.

Fashion brands and retailers are responding to shifting consumer attitudes by launching their own resale and rental programs. Brands like Patagonia, Levi's and Reformation now have internal resale platforms where customers can trade-in old items in exchange for store credit. Nordstrom started testing garment rentals through pilot partnerships with rental platforms. H&M also launched a clothing rental service in select countries with plans to scale further. As more consumers embrace second-hand as a mainstream sustainable option, resale is expected to become one of the leading business models of the future.

The Role of Policy and Innovation

However, for circular fashion to be adopted globally at scale, supportive policies and further technological innovations are still needed. In Europe, the Circular Economy Action Plan and French anti-waste law banning destruction of unsold goods set strong precedents. Similar policy frameworks regulating extended producer responsibility could help steer the industry in other regions as well.

Technology is also playing a crucial role in untangling textile waste streams. Startups are developing innovative methods to break down old clothes into recycled fibers and materials using processes like enzymatic recycling and pyrolysis. Better sorting technologies allow garments to be assessed for reuse and separated into scraps for reintegration into the material loop. The emergence of digital passports tracking a product's journey will also help increase transparency and encourage maintenance over continual replacement. With continued support from both policymakers and investors, the goal of a true circular system may not be too far away.

Looking Towards a Circular Fashion Future

The urgency of the climate crisis coupled with rising awareness on plastic pollution and toxic chemicals means the linear take-make-dispose model simply cannot survive in the long run. More brands and retailers are recognizing this and working to shift their business practices to a circular model focused on durability, reuse and recycling. By redesigning materials, products and systems, fostering collaboration across sectors and supporting policy change, the fashion industry has an opportunity to transition towards a future that greatly reduces its environmental impact. With collective efforts from brands, governments, innovators and engaged consumers, a fully circular system could keep clothes in use for longer and ultimately eliminate waste, paving the way for a more sustainable fashion landscape.

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