"The future of fashion is circular. It has to be. The fashion industry will be forced to come up with new ways of making business" says Stella McCartney. There is no question the fashion industry needs to be rethought to consider the planet. The typical business model is the linear make, take, waste model where items are made, worn and thrown out (or lays unworn in our closet for years).
Circularity has become a big buzzword recently - and it's a lot more than just recycling (even though less than 1% of clothing is recycled into new garments). In 2017 Brismar defined circular fashion 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.
As consumers, we often don't think about where the items we wear come from, who made them and the environmental impact of our consumption. The fashion industry generates 13 kilograms of waste for every person on the planet. To put that into perspective imagine a landfill the size of France filled with thrown away clothing and textiles.
Thinking differently is the key to alleviating this problem. Introducing circular fashion, the concept that could transform the fashion industry. rax, Canada's peer-to-peer wardrobe rental app is driving the circular economy of fashion by providing you a platform to:
Instead of buying new, we're circulating what is already in our own wardrobes.