According to the European Parliament, “the circular economy is a model of production and consumption, which involves sharing, leasing, reusing, repairing, refurbishing and recycling existing materials and products as long as possible. […] In this way, the life cycle of products is extended”. This means that when a product has reached the end of its life, it can still be transformed and used. This is the main difference with the linear economy, where the product is simply discarded. As it was written in a recent Harvard Business Report, “the circular model requires companies to change from a Take-Make-Use-Dispose linear value chain to a Take-Make-Use-Recover circular value chain”. To practice a circular Economy, brands need to design their products in such a fashion, that they are of a high quality that ensures durability. We need products that can be repaired and that are made of materials that can be recycled. Only this way will we extend the life cycle of our garments and hence keep them in circulation for longer. From a buyer’s standpoint, we must reevaluate the way we consume.
Laura Balmond, project manager for Make Fashion Circular at the Ellen MacArthur Foundation, explained to Sourcing Journal that “For fashion, this [circularity] means creating business models that keep clothing in use for longer, making clothes from safe and renewable materials, and ensuring clothes are made to be made again so that at the end of their use they can be safely and easily used to make new clothes”.