The Green Classroom

Circularity or the cradle-to-cradle approach is an alternative to the linear consumption model of production, consumption and disposal evident in most parts of the industrial sector. Business models that are based on the principle of circularity are the ones that increase the lifespan of products by sharing of resources, collaborative consumption, repair, upgrade and dematerialisation. Waste management through reuse, upcycling and recycling of resources is key to sustainable development.  Circularity can be achieved through radical innovations in production and consumption patterns and consumers have a central role to play in the transformation towards circularity. It is essential that consumers have an environment positive mindset and are willing to change their lifestyle and choices. The adoption of products and services based on the principles of circularity requires an in-depth understanding of consumers’ attitudes and behaviour.

Fast fashion industry is based on planned obsolescence where clothing items are poorly designed and constructed and are not meant to last. Consumers are attracted by fast-fashion firm’s trendy and cheap products that are worn only a few times before they end up in a landfill. Hence, it is important to examine how the life cycle of clothes can be extended by motivating the consumers to adopt sustainable practices such as upcycling, reuse and repair.  Currently, the clothing disposal practices are dependent on the awareness of the consumer; whether they want to bin, sell or donate their clothing items, therefore just changing the business model is not enough for sustainable development. Retailers must focus on the drivers and barriers to adoption of clothes that are based on the principle of circularity such as second – hand clothes, clothes in fashion rentals and libraries, and recycled and upcycled clothes. To achieve sustainable development, businesses should consider the ‘end-of-life’ of clothes and formulate strategies to keep them in the value chain for as long as possible.  

Circular fashion includes the following key elements:

1. Creating durable, long-lasting clothing is the hallmark of circular fashion. As a result, the fashion industry’s environmental impact and purchase frequency is reduced.
2. Consumers should be encouraged to repair and maintain their clothing rather than discard it when it has minor damages or wear and tear. As a result, possessions are valued and cared for.
3. Utilizing second-hand or vintage clothing and encouraging consumers to swap or share clothing items is another way to promote reuse and second-hand clothing. As a result, garments last longer and new production is less necessary.
4. Engaging in upcycling and recycling: Creatively repurposing old or unwanted clothes into new items using recycled materials is the essence of upcycling.