Measuring the State of Circularity in the UK Fashion Industry
Part 2
Executive Summary
32
Introduction
Part 3
Conclusion
Part 1
Creating responsible products from the ground up Case study spotlight
RÆBURN, a UK fashion design studio, placed the ideology of ‘Remade, Reduced, Recycled’ at the core of its design principles allowing the brand to create truly responsible products.
RÆBURN brought these principles to life through three key actions:
Learning from the best By utilising an industry partnership, designers were able to take on learnings and considerations from previous attempts and experience. The partnership was brought together under an industry ambition for responsibility, not just one brand in silo. Multi-national brands can tend to want to do it all themselves, or in-house, when significant expertise lies within SME’s and specialists that can be tapped into, creating a springboard for larger brands on their circularity journeys. 1
Genuine intention The right partner must be a harmonious meeting of identities and individuals. By taking time to learn where each person and brand can bring value, the opportunity arises to understand the motivations behind creations. When aligning values and execution, brands can begin to make true headway in this area. It is critical that the intention isn’t tokenistic or siloed, it has to run throughout he organisation. 2
One step at a time By breaking down each component of the original products, designers can work from the ground up to be circular. Using the information that is already available to the brand meant it could use sustainably sourced materials in production and that the product was designed with remake in mind: it could be disassembled into its constituent parts, to replace sections of the product, rather than the whole thing. Designers need to think more holistically about their products and challenge industry norms to ensure they are planning for each step of a product’s lifecycle. 3
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