Circular Fashion in Practice: From Theory to Shop Floor
Sustainability is no longer a nice-to-have — it’s a retail imperative. And in 2025, that imperative looks a little different from the eco buzzwords and greenwashing of the past. We’re now seeing a decisive shift from ‘less bad’ to actively better. Fashion brands aren’t just being asked to reduce harm — they’re being challenged to rethink how fashion operates at every level. That’s where circular fashion comes in.
Circularity isn’t just a sustainability trend. It’s a new model. One that moves us away from the traditional linear system of make, use, dispose — and instead embraces a regenerative approach built around design, use, reuse, and restore. And for me, as a creative director working with emerging and established brands alike, it’s an exciting challenge: how do we embed circular thinking into the reality of retail?
From Stat to Strategy
Let’s start with a truth that always makes me stop and think.
According to the Ellen MacArthur Foundation, less than 1% of clothing is recycled into new garments. The rest? It ends up in landfill or gets incinerated.
That figure alone should light a fire under all of us working in fashion. Because while there’s a lot of talk about sustainability, the action gap is still far too wide. The solution isn’t to slap “conscious” on a label and hope for the best. It’s to design differently. Sell differently. Think differently.
What Circular Fashion Really Looks Like
So what does circular fashion look like in practice?
It’s not just about biodegradable fibres or carbon offsets — though those matter too. It’s about redesigning the entire product lifecycle:
· Design for Longevity & Recycling
Can this garment be worn for years to come? Can it be taken apart and reused? Stitching choices, trims, dyes, and fibre blends all matter. Durability should never compromise style.
· Resale, Rental & Remanufacture Models
From high street names like COS and H&M running in-store recycling bins, to luxury brands like Stella McCartney and Eileen Fisher investing in remanufacturing — brands are embracing second lives.
· Take-Back & Repair Schemes
Giving consumers easy, incentivised ways to return, repair or repurpose their garments builds loyalty while reducing waste.
· Transparent & Regenerative Supply Chains
Choosing suppliers who share your circular goals — who use less water, reduce chemical usage, and prioritise regenerative agriculture — is no longer a bonus, it’s a baseline.
Circular Thinking on the Shop Floor
Here’s the big question I often get from clients: how do we take these ideas and make them real — not just idealistic?
Start small.
· Pilot a Resale Pop-Up: Test the appetite for resale with a short-term in-store or online feature. Share its performance and lessons learned with your community.
· Offer a Repair & Refresh Activation: A simple, branded station in-store for minor repairs or garment care tips can bring circularity to life while educating customers.
· Recycling Drop-Off Bins: Partner with a local textile recycler and reward customers for bringing in their old clothes — even if they’re not your brand.
Each of these ideas does two things:
Sparks customer engagement in a meaningful, values-aligned way.
Shows transparency, which is now non-negotiable for Gen Z and Millennial audiences.
Why Seasonless Design Matters
In a circular model, the relentless churn of micro-seasons simply doesn’t make sense. More fashion isn’t better — better fashion is.
Designing collections that aren’t trend-bound — but are adaptable, timeless, and cross-seasonal — leads to:
Longer product lifecycles
Fewer markdowns
Stronger brand identity
And yes, less waste.
It’s something we champion heavily at Threads Creatives. When we guide our clients through collection strategy, we ask: Will this piece still be loved and wearable 12 months from now?
If the answer’s no, we go back to the drawing board.
Storytelling Meets Sustainability
Circular fashion only works if customers understand why it matters. This is where brand storytelling steps in.
· Share your process: Use social, email, and packaging to explain how your products are made — from raw material to retail.
· Introduce your makers: Put faces to the process. Show the craftsmanship, the people, the places.
· Show your impact: Celebrate small wins. Number of garments saved from landfill. Kilograms of recycled fabric used. Customers respect data-driven transparency.
Remember: circularity isn’t just about materials — it’s a mindset. It’s about valuing everything (and everyone) in your supply chain.
My Advice to Fashion Founders
If you’re a founder or creative director wondering where to begin, don’t aim for perfect. Aim for progress.
1. Start with one pilot project
2. Be honest about what’s working and what isn’t
3. Share the journey — not just the highlights
And most importantly, centre your purpose. Circular fashion isn’t a bolt-on to your brand. It should be woven into your identity, your values, and your community.
Because the brands that will thrive in 2025 and beyond aren’t the ones who follow the crowd — they’re the ones who lead it.
Circularity isn’t just about reducing harm — it’s about creating lasting value. And as we step deeper into an era of conscious retail, that value isn’t just commercial. It’s cultural, social, and environmental.
The future of fashion is regenerative — not extractive.
Let’s build it together.
Warmly,
Michelle