The concept of circularity in fashion has been heard of for a couple of years now. But these actions seem to be really complicated for certain individuals.
Here’s some information you need to know to make fashion circular from the comfort of your bed.
Let’s start with why. Why does the world need fashion to join the circular movement? As said in The Renewal Workshop “Leading Circular”, our economy has been based on a linear system, a model that takes raw materials, makes things, and sells them to people. Then when the consumer is done using them, the products are thrown away. The linear system assumes, falsely, that there are endless resources in the world when in reality we live on a finite planet. So, how does this model affect the fashion industry? We all buy clothes that end up in landfills because we are done using them, or because we got the wrong size and returned them. That’s why we can say that the future of business, and fashion, is circular: a new system that takes raw materials from a responsible source to make, sell, rent or share items to be used and reused over and over again, creating different modalities and forms. There is no waste, and it’s real… it’s revolutionary.
“FASHION GENERATES 4% OF THE WORLD’S WASTE EACH YEAR”**
Many brands are starting to take action to change their business and make it circular, such as For Days, Patagonia, Columbia, Girlfriend Collective, and many more brands which you can find on ShopYourFit.com. But you can also take action from home and be part of the revolution. There are three easy ways so, let’s review them one by one:
#1 — SHOP SUSTAINABLE BRANDS
This is the first step. Fast fashion will continue polluting the Earth if customers keep buying their products. We are all responsible for the bad practices they are partaking in because we keep shopping every season just to have trendy and affordable pieces. Today, there are no excuses: lots of brands are producing amazing styles at friendly prices. At ShopYourFit we made it really easy for you: go to your product list and apply the filter “shop only sustainable brands.” You’ll be surprised at the huge amount of fantastic and trendy options you’ll find.
Some brands are making collections out of recycled materials, and others are upcycling products, which means you can take your old clothes to them for them to recycle, and then they’ll give you a discount to shop something new. One example is For Days! Research shows that 82% of products classified as waste can be renewed and resold, so we can definitely say: no excuses!
#2 — SHOP SECOND-HAND CLOTHING
Another great option to change your habits and shop for affordable clothing. Pre-owned has been a good practice in the last few years, and will continue growing. This is the perfect way to shop for clothes that you normally can’t afford which are always reasonably priced and in good condition. There are some tips to take into consideration if you choose this method, but we got you covered. You can read do’s and don’ts here.
We partnered with Poshmark to offer you second hand options in your size and style. One of the worst disadvantages of pre-owned is that you can end up searching for hours until you find something you actually love in your size. But we made it easy: if you scan your body before shopping, your product list will be automatically filtered for your body, so that every item you like will really fit.
You can also sell all those clothes that you aren’t even using that are currently hanging in your closet. With the money you earn, you can go and buy something you’ll actually wear. You may feel surprised by the gems you’ll find. In fact, you can find some of them here.
#3 — RENT CLOTHES ONLINE
Some companies are beginning to rent clothes, which is a great option when you have a special event and you don’t want to waste a lot of money on a dress that will only be worn once. You can go to a wedding in a Stine Goya dress, and then return it for just $60. If you fall in love with what you rent and want to keep it, you can buy it, if not just go and pick something else for next time. You can have them from 4 to 8 days, and they tend to include washing in the price, so don’t worry if a glass of wine ends up on your dress. A good example of renting companies is one like Rent the Runway.
As said in Vogue Business, rental companies are going through a tough time because of the Covid-19 crisis, but the most rented categories are brides wear, kids, and skiwear. All of them being one-shot wearing categories. Consultant Shaunie Brett comments that “the circular model won’t be enough of an incentive for consumers, the fact that it is price effective, but also the fact that it allows you to try new things”. Renting something new at a low price and having the option to buy it based on whether you end up liking it is very appealing. What’s better than trying before buying?
As mentioned in another Vogue article, 46% of Gen Z are not interested in clothing rentals, mostly because they love having something new to own. Gen Z are also the generation most willing to invest in sustainable and ethical fashion, so rental might seem like an easy sell. However, young people believe laundry services, delivery, and returns make renting clothing less ethical than other options like resale, says Ben Harms, director of insights and strategy at US youth consultancy frim Archrival.
I would definitely love to hear your thoughts about these sustainable options. Which are you most likely to follow?