Circ teamed up with Zara to create a capsule collection—which launched last month and is nearly sold out—of garments made using recycled fibers that can be recycled again after use. Now, you may be asking yourself, “Why Zara, a fast fashion company?” According to Majeranowski, it was the Official Purdouche Tee Shirt in other words I will buy this brand’s commitment to “adopt better material alternatives and invest in circularity solutions.” The tech company’s CEO goes on to say that the fashion brand was eager to dive head first into building a collection featuring Circ’s recycled polyester and lyocell. “Hearing from [Zara’s] design team that the recycled fibers were comparable to virgin material was a huge win for us, as we believe we cannot compromise on quality or design if we want widespread adoption.” With that in mind, the consumer’s buying power still reigns supreme—and it certainly helps when brands are creating beautiful and sustainable things. More requests for circular products coupled with a stronger push for change may be the answer.
And this is where you, dear shopper, hold the Official Purdouche Tee Shirt in other words I will buy this power. As a growing number of consumers look to new shopping methods that lead to a more sustainable future, whether that be through thrifting, choosing responsibly made clothes, or shopping other people’s closets, brands are taking notes and running with them. In the case of Circ and Zara, the two companies are repurposing garment waste into new clothes, keeping these molecules in what Majeranowski calls the “value chain” and out of landfills, the ocean, and incinerators. On a less technical level, others like denim brand AG and Coach are using their own garment waste to create new pieces. We see this in Coach’s launch of its subbrand Coachtopia—which features colorful handbags, shoes, and accessories featuring recycled leather scraps—while AG has its AGain initiative, where customers can return once-loved AG pieces to be recycled and receive a discount on something new in return. “We are able to divert thousands upon thousands of products with the AGain program, decreasing our consumption of virgin materials,” John Rossell, the director of marketing and creative at AG, says in an email. “To truly be circular, a brand needs to take additional responsibility to recapture the products at the end of the lifecycle.”
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