SUSTAINABILITY THROUGH CIRCULARITY: CLOSING THE LOOP
Neonyt
Circularity is the ultimate aim for products and industries. The concept itself is supposedly simple: materials and products are all kept in a closed loop, the life of an item is extended and when it can no longer be used, everything is fed back in. Neonyt exhibitors show how it’s done. Every year more than 70 million tons of clothing is produced globally, much of it ending up in landfill. To stop this waste, brands are being encouraged to think holistically and to close the loop.
ArmedAngels is leading the way with its Circular Tee. The Cologne-based label is presenting its first shirt collection made from “trash” while simultaneously encouraging customers to return old shirts for recycling. Portuguese brand Lemon Jelly already has such a system in place for every shoe it produces. Worn-out items are sent back and recycled into a brand-new pair of shoes, ready to be sold and start the cycle again. All with zero waste. Swiss label Calida follows the same principle with its 100% NATURE collection, featuring compostable clothing made from 100% cellulose materials. At the end of a product’s life, it can essentially be placed on any compost heap. It will break down into its natural components within a few months, releasing precious organic nutrients.
Circularity is about more than just recycling. Ensuring a long product life and developing an effective marketing strategy are also key. That’s why denim label Nudie Jeans offers a repair service, professionally mending any small tear in customers’ favorite pairs of jeans so the fun can continue. And a tried-and-tested revenue model for cars also works for fashion: leasing. At Mud Jeans, shoppers can lease garments instead of buying them. Jeans can be hired for a year, after which customers can keep the item or swap it for a new pair.
Thinking holistically, acting sustainably and producing using a circular model are the trends that will define the coming seasons. neonyt.messefrankfurt.com