(Image Source: ASOS)
Asos is launching its first circular fashion collection for their fall collection. This is a part of the retail brand’s plan to shift towards sustainable fashion and circular principles.
“Circular fashion’ can be defined as clothes, shoes, or accessories that are designed, sourced, produced, and provided with the intention to be used and circulate responsibly and effectively in society for as long as possible in their most valuable form, and hereafter return safely to the biosphere when no longer of human use.” – Anna Bismar, Green Strategy
This collection is catered to target consumers in their twenties who are aware of fashion’s vast environmental impact and seek to make more sustainable fashion choices.
The retail brand also created a training program with the Centre of Sustainable Fashion, part of the London College of Fashion. The circular collection centers on 8 design principles aligned with the 3 foundations of the circular economy by the Ellen MacArthur Foundation:
- Zero-waste design
- Minimized waste
- Recycled input
Asos has designed each style in the collection to meet at least two out of three principles of the circular economy: zero waste and pollution-free; recycling materials, and regenerating natural systems.
“What this collection shows is that you don’t need to make a choice between the circular economy and fashion and that you can make sustainable products without compromising on design or on price,” said Vanessa Spence, Head of Design at Asos, in a press statement. The brand hopes to set a positive example for the industry to follow.