top of page

Be More Circular

The main question you’re probably wondering is what is circular fashion? Why does this affect me? What can I do to help?

‘Circular fashion’ was first brought into this world by Dr Anna Brismar, Green Strategy. She defined it as: “clothes, shoes or accessories that are designed, sourced, produced, and provided with the intention to be used and circulated responsibly”.

The main idea for the motion is to try and help reduce the amount of textile waste that ends up in a landfill, which currently lies at a worth of around £140 million. It aims to disrupt the usually linear journey of clothing which has its end of life at a landfill, and the birth of more recycling.

Fast fashion brands can be seen as more convenient and cheaper, but with the rushed quality and lack of longevity of items, there can be more sustainable actions to take. No matter how little of a change you can make, the Earth and future generations will thank you.

Five ways to be more sustainable:

Shop less frequently

Think to yourself, do I really need that new jacket? Can’t I just wear something twice? These few thoughts could help you to become more eco-friendly, and potentially stopping further clothes from going to landfill.

Use resale sites

Over the last decade, the launch of more and more resale sites has enabled a more sustainable lifestyle with eBay at the heart of that movement. However with the likes of new sites such as Depop and Vinted launching for a younger demographic, this new way of shopping is targeting all ages. Whether you’re looking for a new pair of jeans or a new style, you will be able to find it.

Clothes swapping

Your old fashion could be your friend’s new favourite piece. So get together with your friends and hold a clothes swapping frenzy. You might have been eyeing up your friends clothes for a while, and this is the perfect opportunity.

Shop vintage

With billions of clothes in circulation, some of them end up in pre-loved stores, such as charity shops or vintage shops. Diving deep into the clothes racks could end up with you finding some hidden gems.

Upcycle your wardrobe

You don’t need an expensive sewing machine to do this. Just grab any old clothing, a pair of scissors, and upcycle to your heart’s content. I like to take inspiration from newer fashions to turn old clothes into something trendy that I could rewear.

Fashion Brands paving the way for a brighter future


Since 2013 H&M has been running their garment collecting programme globally, offering collection boxes in every store. It works like this: you take your unwanted textile products from any brand, any condition, to your nearest store. Hand it over and receive a £5 thank-you voucher to spend next time you shop. Easy-peasy.

The main ethos of the programme is to either rewear, reuse, or recycle the items. If the items can be worn again, they are sent to second-hand shops. However, if they are unwearable they are made into cloths or remake collections. All the rest are shredded and turned into textile fibres.

“We collected 29,005 tonnes of unwanted clothes and textiles through our garment collecting programme.” H&M, 2019

Another program H&M run is their Conscious products. These products have a green tag which indicates that at least 50% of the materials are sustainable, including organic cotton and recycled polyester. They also offer a rental service out of a store in Stockholm, where you can rent out a selection of clothing.


Rebranded in early January 2020 this Birmingham based clothing company is solely run, manufactured and shipped within the UK. Their top priorities are to have an ethical and transparent supply chain with a lower carbon footprint.

Their clothing is made by using deadstock materials from numerous warehouses around the UK. This is something the owner Danielle Graham was passionate about when starting her business.

Another way they try to reduce waste materials is by offering scrap bags. They include a range of different patterns and materials which are promoted for small businesses, art and fashion students, and anyone looking to craft.

Food for thought

Whether you’re open to big changes or little ones any change will help. Just altering any habits could not only effect you but in fact future generations. I hope this insight into circular fashion has helped you.

Check out some other articles from us to help you towards a sustainable wardrobe. MindlessMag- Fashion+Throw-away culture.


bottom of page