I was recently sent an article by a co-worker discussing how circularity is becoming an essential business strategy. My first thought: What is that? My second thought: If it has to do with fashion, count me in.
So, after some needed research, I realized the word kind of speaks for itself. In the context of sustainability and resource management, circularity is a system where products and materials are kept in use for as long as possible to minimize waste and maximize their value. This can include reducing waste, repairing items, reusing products, recycling materials and more.
It’s all about creating those closed-loop systems where the output for one process can become the input for another. Many recognizable brands have taken up this initiative: The North Face, Gucci, Levi’s, Patagonia, among others. They’ve actually gone beyond just experimenting with circularity — they’re moving beyond pilots and embedding circular principles across their operations.
For example, Gucci has extended its commitment to post-sale care with lifetime repairs while building its resale business model through Gucci Vault. Levi’s continues with its WellThread collection, highlighting recyclability while expanding both branded and third-party resale offerings. The North Face, meanwhile, works to refashion old garments into new pieces through its Renewed initiative and backs its products with lifetime warranties plus in-house repair programs.
These examples are promising, but they are exceptions. For many businesses, circularity solely exists as a marketing narrative rather than its core business function. However, that’s beginning to change as regulation tightens and the economics of sustainability are becoming a hot topic.
As Dario Minutella, a partner at Kearney, put it: “Sustainability is not a cost and can create value for the companies if tackled in the right way.” And the collective agreement between these brands practicing circularity: they view it not as a trend, but as a transformation.
By designing products for durability, incorporating repair and resale initiatives, and actively reducing their dependence on virgin materials, these companies are reshaping what progress looks like in the fashion world and beyond.
So, the next time you go shopping, don’t just look for that viral leather bag or that trendy mini skirt — think about the steps that brand is taking to bring these products to you in a more sustainable, strategic and long-lasting manner.
If this is something you would like to look into more, check out these articles below:
- Top 10: Brands embracing the circular economy
- Fashion brands are tackling sustainability to build ‘stronger, more resilient’ businesses
- Opinion: The circular economy is a competitive advantage – tech brands are leading the shift
See you next week,
Maddy Forlenza
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