Leading Fashion Brands Join Forces with Ellen MacArthur Foundation for Circular Economy Transformation

Ellen MacArthur Foundation Launches Innovative Initiative to Transform the Fashion Industry Towards a Circular Economy

A group of pioneering fashion brands, including Arc'teryx, ARKET, COS, HM Group, Primark, Reformation, WEEKDAY, and Zalando, have joined forces under the guidance of the Ellen MacArthur Foundation to drive circular businessas the norm within the fashion industry. This unprecedented collaboration was unveiled today at the Global Fashion Summit in Copenhagen.

The initiative, called The Fashion ReModel, redefine revenue generation by decoupling it from traditional garment production methods, setting a precedent for a sustnable future of fashion through collaborative efforts with policymakers and industry stakeholders.

The global fashion sector currently operates on a linear model characterized by mass production and consumption that often results in the discard of millions of tons of clothing each year. This unsustnable practice sees around 100 billion new items of clothing being produced annually, with a significant portion ing up in landfills or incinerated.

Circular business strategies like rental services, resale platforms, repr facilities, and product remodelling have been designed to ext the lifecycle of products by keeping them in use. A recent study by the Ellen MacArthur Foundation estimated that these circularcould represent 23 of the global fashion market by 2030, offering a $700 billion opportunity for transformation.

Jules Lennon, Fashion Lead at the Ellen MacArthur Foundation, emphasized:

By participating in The Fashion ReModel initiative, these leading brands are taking strides towards realizing a circular economy within the fashion industry. By breaking away from conventional linearand creating a new norm where growth is not tied to resource depletion, companies must focus on redesigning future products while reimagining service offerings that ensure their sustnability and longevity.

This initiative builds upon the successful Jeans Redesign project launched by the Foundation in 2019-2023. This pioneering effort challenged participants to rethink jeans designs for circularity. Insights from this project revealed a need to not only redesign products but also transform the systems through which these products are distributed and mntned.

The Ellen MacArthur Foundation is thrilled to share that our collective efforts can catalyze transformative changes within the industry, sd Leyla Ertur, Head of Sustnability at HM Group. By joining The Fashion ReModel project, we aspire to further scale circular businessand decouple fashion industry growth from resource consumption.

Dominique Showers, Vice President of ReBIRD at Arc’teryx, echoed similar sentiments:

We are committed to contributing our expertise towards a more sustnable future by embracing innovative approaches such as The Fashion ReModel. It is an exciting opportunity for us to redefine success in the fashion sector through circular economy principles that prioritize resource efficiency and environmental health.

The Ellen MacArthur Foundation, established in 2010, champions the idea of transitioning to a circular economy and collaborates with stakeholders across sectors to design and implement solutions globally.

Additional Resources:

• Projectproject

• Publicationpublication - Our Vision for a Circular Economy for Fashion

• Publication Projectproject - Rethinking Businessfor Thriving Fashion Industry

• The Jeans Redesign 2019-2023project

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