Sustainable revolution in fashion, that’s why it’s time for circular design – Fashion

Circular design is necessary in the fashion industry because the design and production phase of a product’s life cycle has a very strong environmental impact. Everything in this first phase, from the choice of materials to production processes, can lead to dramatic consequences for the environment with potential consequences for the entire product life cycle, specifically for how they are used, how they are recycled, how they are generally they are not recycled (though they should) . However, thanks to the application of the Circularity Design Criteria, it allows designers to change the way they bring products to life, thus defining a clear framework for brands willing to sell and promote these products on our platform.
If you take a closer look at where the fashion industry ranks in relation to circularity, in recent years knowledge of what the circular economy can offer to the industrial world and in particular the fashion sector has been significantly improved. New business models are spreading more and faster, such as online used traderental of fashion and recycling infrastructure. The last missing piece is precisely the circular design. The latter requires significant remodeling not only of the designers but also of the entire production chain with the ultimate goal of revolutionizing the product manufacturing process. For example, if I products are designed to last a long timeor they will better support circular business models, such as rental fashion and the range of used products, that work well with garments that are destined to have more lives as they go from owner to owner. Circularity can not be created with a single business model: it is necessary a holistic approach. Zalando, one of the main players in the sector, presented in Berlin the new circularity design criteria with the aim, stated by the Sustainability Progress Report of 2021, to extend the life of 50 million fashion products by 2023. Goals, he explains Laura Coppen, Head of Circularity at Zalando , which will allow standardization of products designed for the circularity of the 5,800 partner brands present on the platform with 48 million customers.
What is the difference between a sustainable product and a circular product?
The criteria were devised on the basis of three strategies in accordance with the Ellen MacArthur Foundation’s circular design guidelines. Strategy 01 consists of the materials used for the products being safe, recyclable and / or renewable; Strategy 02, on the other hand, confirms that products are made to last longer, could be repaired and possibly equipped with digital passports for monitoring through circular business models; Finally, Strategy 03 focuses on the fact that these products are ‘made to be used again’, ie that they must be recycled or regenerated into new materials when they reach the end of their life cycle. Each of these strategies is divided into specific criteria to be met differently if a minimum or better level is achieved, for example mandatory certificates such as chemical safety (ZDHC MRSL), organic cotton (GOTS), recycled materials (GRS, RCS), etc .; limited number of fibers of up to three types; or a declaration by the recycler that the product mainly contains post- or pre-consumer recycled fibers. A more sustainable product tends to focus on the first piece of the puzzle, which is to ensure that the clothing is made from safe, recycled and renewable materials. The circular design, on the other hand, provides a global look at the product life cycle, a direction that the fashion industry should be heading towards. THAT customers of the platform, according to the specified criteria, can be sure that the product always ends up being a new product or recycled material. This point is of particular relevance if the principles of the circular economy are taken into account.
EU textile strategy
The proposed regulation on eco-design was launched at the end of last month: it will be a crucial step in establishing a general framework for eco-design of products and therefore in creating common and reliable guidelines on the necessary requirements for fashion brands active in the EU. The circularity design criteria are an essential element for inclusion in the whole sector of environmental sustainability standards in line with the EU proposal.
What is the future development?
At present, brands can meet the criteria on the basis of a self-declaration, precisely because there are as yet no standard sector-specific standards for circular design, with the exception of the “C2C – regenerative design” approach – which has already been accepted as an integral part of sustainability measures. Today, there are certifications and standards for the first principle regarding materials and production processes, but not yet for durability and recyclability: it is a point where circular.mode,The Berlin agency is associated with the processes of sustainable change and product and system innovation for a circular economy of fashion and textiles from 85 and more brands, including the H&M Group and Zalando. The latter platform has announced that it will apply an approach similar to that proposed by the principles of the Ellen MacArhur Foundation and translate them into shoe design. In this regard, he is already part of some working groups: one of these is Accelerated Circularity characterized by a stream of shoe manufacturing, focused on their classification, separation, and recycling.

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