British online fashion & lifestyle retailer, ASOS launches its first circular fashion collection, following its collaboration with the Centre for Sustainable Fashion.
ASOS’ first circular fashion collection features trendy and fashion-forward styles across clothing and accessories, all designed keeping in mind the industry-leading circularity principles, with no compromise on product or price. To create the collection, ASOS has defined eight bespoke design principles – including zero-waste design, minimised waste, recycled input, durability, versatility, mono-material, disassembly and upcycle.
The launch follows ASOS’ commitment at the Copenhagen Fashion Summit in 2018 to train all ASOS designers on circular design by 2020. Since then, ASOS has created and launched an educational programme with the Centre for Sustainable Fashion at London College of Fashion, UAL, which has since been rolled out to all ASOS designers. ASOS is also a participant in the Ellen MacArthur Foundation’s Make Fashion Circular initiative, which drives collaboration between industry leaders and other key stakeholders to create a textiles economy fit for the 21st century.
Each product from the collection will feature a QR code on the garment tag, which customers can scan and learn more about ASOS’ circular design principles and how the product was made.
As ASOS launches its first circular fashion collection, head of design, Vanessa Spence, at ASOS, said, “We’ve been on an incredible journey in ASOS over the past few years to discover how circular design can work in practice in an organisation like ASOS, and working closely with our suppliers to apply the circular design principles that we’ve set ourselves. What this collection shows is that you don’t need to make a choice between the circular economy and fashion, and that you can make sustainable products without compromising on design or on price. With all of our designers now trained in circular principles and our first circular collection out the door, we’re excited to see how we can take this project forward and use our size and scale to share our expertise with our suppliers but also other brands and retailers.”
Words by Farimah Moeini, Snapchat Head of Industry – Retail and Travel TheJuly 5, 2021 | By RetailME Bureau
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