Discovering The Importance of Circularity
Apparel is the most popular category for online shopping across age groups in 2024 so far (1). While shopping remotely is the dominant mode of apparel consumption, consumers increasingly want to understand and feel closer to the systems that actually produce their clothes.
A 2020 survey conducted by Fashion United found that 69% of respondents reported wanting to know how their clothes are manufactured, a 10% increase from the previous 2018 data (2).
One of Everywhere’s core innovations within the fashion industry is how we manufacture our recycled clothing. We often talk about the importance of circularity, but have rarely taken a step back to discuss what circularity is, why it’s central to our closed-loop model, and how the circularity movement impacts fashion and beyond.
Understanding Circular Systems
Circularity refers to an economic model that emphasizes reducing waste and making the most of available resources. Unlike the traditional linear model—commonly described as “take, make, dispose”—a circular system focuses on keeping materials in use for as long as possible.
This is achieved through practices such as recycling and reusing what are traditionally considered ‘waste products,’ which help to minimize the need for extracting new raw materials from the planet.
The Origins of Circularity
The concept of circularity has roots in various historical practices, but it became a formalized idea in the late 20th century through movements like industrial ecology and regenerative design (3). These frameworks argued for the creation of systems that mimic natural processes, where nothing is wasted, and materials are continuously cycled back into production.
Circular systems differ from traditional models because they emphasize the reuse of materials, as seen in the production of recycled shirts and other garments. By adopting circularity, industries not only reduce environmental impact but also create economic value by using resources more efficiently.
Why Circularity Matters for Sustainability
Circularity is essential for sustainability because it promotes the efficient use of resources and minimizes waste. In today’s economy, the production of goods often leads to significant environmental damage, including deforestation, carbon emissions, and the depletion of natural resources.
Circular systems help mitigate these issues by striving to create truly sustainable pathways by which products and materials are reused, recycled, or repurposed rather than discarded. These practices reduce the demand for virgin materials, cut down on waste, and lessen the overall environmental impact of industrial processes.
With 50% of people saying sustainability is one of their top four key purchase criteria (4), brands have an opportunity to adapt to meet this significant demand by embracing truly holistic sustainability strategies, like circularity.
This growing consumer segment, paired with the existential environmental imperative to advance sustainable practices, makes circularity a vital future-oriented strategy that achieves a rare win-win-win for people, the planet, and businesses.
Circularity in the Fashion Industry
Circularity has become a critical focus for the fashion industry, where waste and overproduction have long been pressing issues. Traditional fashion models rely on producing vast quantities of clothing, totaling up to 150bn garments per year, according to one report (5).
Of this, a staggering 15-45bn are never sold or worn, resulting in surplus that is either landfilled or sent to incinerators (6), causing significant negative ecological impact from CO2 emissions, persistent pollution, and the seepage of microplastics into the environment.
Circular systems have gained traction as one of the most promising pathways to solve the environmental problems associated with mass production.
A key example of this is the emergence of recycled clothing made from textile and other waste streams, like recycled cotton, like Everywhere’s maximally sustainable CirCot™ fiber system, which reduces the need for new cotton cultivation—a process that requires extensive water (7), fertilizer (8), and pesticide use (9). And, to a lesser degree, recycled polyester. Circulating both materials reduces waste in the apparel supply chain and extends the life cycle of garments and fabrics helping to address the industry's environmental footprint while promoting sustainability.
Brands are increasingly adopting circularity in their operations, from designing products that last longer to establishing take-back programs where old clothing is collected, repurposed, or recycled. These efforts align with the growing consumer and regulatory pressure for more environmentally friendly products (10).
Circularity and Regulatory Support: US and EU Laws
Governments in both the United States and the European Union are beginning to recognize the importance of circular systems and are enacting laws and regulations to support this shift. In the US, 33 states have passed over 100 laws that create circular-like systems for 15 product categories, not including textiles. Only just recently was the first law passed to give textiles a holistic circularity framework in California.
In late September 2024, California’s Governor signed into law the Responsible Textile Recovery Act of 2024 that establishes extended producer responsibility (EPR) for textiles producers in the state (11). The first-in-the-nation law shifts responsibility for collecting, transporting, repairing, sorting, and recycling apparel and textiles at end-of-life away from the general public and government agencies and on to textile manufacturers who sell products in California.
The European Union, on the other hand, has taken a more structured approach with its Circular Economy Action Plan (CEAP), which was adopted in 2020. This initiative includes comprehensive EPR schemes across the entire EU (12).
The plan strives to establish programs along the entire life cycle of products, targeting how everything from textiles to automobiles are designed and dealt with at end-of-life, ensuring that waste across the economy is mitigated and that vital materials stay within the EU economy for as long as possible.
These laws not only support sustainability but also ensure that companies are held accountable for their environmental impact.
Embracing Circularity for a Sustainable Future
The importance of circularity, particularly in industries like fashion, cannot be overstated. As we confront the global environmental challenges of waste, pollution, and resource depletion, adopting circular systems becomes an essential strategy for achieving sustainability. That’s why it’s at the center of everything we do at Everywhere Apparel.
Circularity offers a pathway for reducing the fashion industry’s impact on the environment by promoting the reuse of materials and minimizing waste through the production of recycled clothing, such as recycled shirts made from recycled cotton.
By embracing circular practices, fashion brands can reduce their reliance on virgin materials, cut down on carbon emissions, and align with growing consumer demand for environmentally responsible products.
Regulatory frameworks, particularly in the EU, are further accelerating this shift, holding companies accountable and encouraging sustainable innovation. As these laws continue to evolve, we’ll be here to keep you updated with the latest information on advancing the fashion industry toward a more circular and sustainable future.
Sources
- Statista, Most popular categories for online purchases in the U.S. as of June 2024
- Fashion Revolution, 2020 Consumer Survey
- Ellen McArthur Foundation. Schools of thought that inspired the circular economy
- Bain, Consumers say their environmental concerns are increasing due to extreme weather
- Worth Global Style Network, Doing more with less
- Ibid
- The World Counts, Tons of water used in cotton production
- Universiteit Leiden, Environmental impacts of cotton and opportunities for improvement
- World Wildlife Foundation, Cotton
- Harvard Business Review, Research: Consumers’ Sustainability Demands Are Rising
- Digital Democracy, SB 707: Responsible Textile Recovery Act of 2024.
- European Commission, Circular economy action plan