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What is circular fashion?

Circular fashion is defined as a regenerative system in which clothes are circulated for as long as their maximum value is retained, and then returned safely to the biosphere when they are no longer of use. 

This means that companies focus on sustainability and longevity when producing items, creating minimum waste at the beginning, production, after-sales, and end of a product’s life. At Reset, we have adopted a repair and redesign policy, stepping away from the linear life cycle of our products and towards a more circular process. But what does it mean?

We live in a linear economy, where materials are extracted, used, and disposed of. Despite an increase in reusing and recycling, the dominant model is still ‘take-make-waste’. Virgin raw materials require land, water, oil, and chemicals, producing and emitting pollution through all stages of the production process. Yet, it is increasingly clear that this mode of production is entirely unsustainable.

Ultimately, circular fashion means using the materials already extracted for as long as possible. Not only does this reduce the number of raw materials removed from the environment, but it also decreases the volume of waste that is incorrectly disposed of.

This is achieved by focusing on circularity through every stage of the production process. Clothes need to be designed for durability, with the intention of them lasting for as long as possible. The consumers then need to make conscious decisions regarding their purchases, buying quality over quantity. 

Followed by taking care while using, washing, and repairing their clothes. Purchasing activewear from Reset is the perfect way to keep clothes away from landfill. Not only do we focus on sustainability and ethical processes, but at Reset we are now accepting your worn activewear to be repaired or redesigned into something new.

This means that we offer free repairs on all products, and if the item cannot be repaired then you will be given a 20% discount from the original retail price on the same style when you return your worn RESET activewear to us. This ensures that the material is kept in circulation and encourages conscious shopping habits. In a circular model, if the material cannot be reused then it will be disposed of in a way that does not harm the environment. 

Circular fashion is not just about using recycled materials, designing for longevity, or taking care of your clothes; it is about all of these components working together. If you think of natural processes in the environment, there is no waste in natural ecosystems and everything is reused and repurposed. This model is the future of sustainable fashion.