Sustainable Fashion and Circular Economy

Introduction

This paper discusses sustainability in the fashion industry particularly as championed by the British Fashion Council, the circular economy, and sustainable business initiatives. It also selects one fashion brand and unveils its contribution to the UK fashion industry. The sustainability debate in the United Kingdom draws upon the concepts of the circular economy and insists on environmentally friendly practices. The sustainability (Ben-Eli, 2015) debate in the UK is such a timely move considering the underlying background concerns of environmental pollution by textiles. Plausibly, the textile industry ranks as the second most polluting industry after the petroleum industry which leads the list. The United Kingdom’s fashion industry and the world alike undoubtedly needs greater commitment to conserve the environment. This paper most importantly explores the critical phrase: positive fashion. Positive fashion is a British government’s initiative which champions long-term sustainability of the fashion sector. The British Fashion Council in establishing the positive fashion initiative was strategically facilitating a sustainable fashion industry. It particularly intended to advocate for compliant industry players who engage in industry best practices and to celebrate them. By so doing the government directly encourages more future business decisions to create a continued positive change. The sustainable fashion blueprint (SFB) (Albouy, 2018)highlights business models that are used by brands to help the environment as well as adopt social responsibility strategies. Later in this work, I have applied the SFB to the Burberry fashion brand.

The Circular Economy

The circular economy (Stahel, 20156), which is at times referred to as circularity, is an economic system that is meant to minimize waste and instead make the most of resources. In its essence, this regenerative circular approach (Forum, 2014) at industrial processes avoids the wasteful traditional model. Traditionally, industries operate on a take-make-waste linear model which is both infeasible financially and environmentally. A linear model is resource intensive and is thus ever in need of fresh resources for the purpose of manufacturing new goods for sale and ultimately they become waste. The disposition of these wastes to the environment is, therefore, the explanation behind the threatening continuum of environmental pollution.

The circular economy by minimizing waste and infeasible financial conduct (Geissdoerfer, 2017) is undeniably an important concept in both the conservation of the environment, financial as well as other resources for firms, particularly in the apparel industry. Circularity minimizes wastage, resource input, leakage of energy and emissions by strategically slowing, closing, as well as narrowing material and energy loops. Circular systems embark on such conservative practices such as long-lasting design, repair, maintenance, reuse, refurbishing, recycling and remanufacturing. All such practices are intentionally implemented through corporate and social entrepreneurship. Circularity is therefore basically a system that is highly committed to corporate social responsibility. Consider the following figure that presents a graphical representation of resource flow in a circular economy.

The proponent parties of the model assert that a sustainable world is characterized by a non-dropping quality of life for consumers, and is achievable without incurring any further costs nor with any loss of revenue. A circular economy is therefore as potentially profitable as the linear model. Nonetheless, the quality and nature of products are as good as in the linearity system. However, the principal difference in the circularity and the most important factor is that the end state is richer than in the linear system. This includes a better and unpolluted environment (Blok, 2016), more conserved inputs, such that less expenditure falls on the acquisition of resources. Contrastingly, the linear model requires the persistent intake of new resources and releases unending wastes to the environment. The circular economy enables environmental and economic sustainability by focusing on such areas as systems thinking, product life extension, design thinking, and recycling. In this way, the circular economy revolutionizes the way value is created and captured. For instance, by recycling worn-out or damaged products, a company captures the remnant value in such waste and by developing new products from such waste avoids to either dispose of waste or to acquire any new inputs. Such inputs as animal fur for making apparel can thus be spared and animals are treated better and ethically (Djunaidi, 2018). Product life extension produces long-lasting products which therefore annuls any need for frequent wastes and the consequent disposals. Reselling items also extends product life in the same manner by allowing continued use of a product by second hand rather than disposing of them as wastes. In contrast, non-lasting products (say clothing) means that the buyer must discard the clothing a few moments later when it gets damaged. As a result, the environment suffers pollution while the consumer suffers a ripple effect of costly frequent purchases of the same product.

Design thinking refers to the strategic as well as cognitive pragmatic processes by which teams establish product design concepts. In circularity inspired design thinking, design encompasses conservationist practices that target to maximize value, minimize the likelihood and frequency of wastage and harness all utility into the designed product. Design thinking (Geissdoerfer, 2017) is also done in such a way that the designed products allow disassembly and recycling such as by the use of modularity. Modular designing builds up a product by integrating various discrete modules which are replaceable in case of tear and wear. The concept of the circular economy is based on several theories which form the background. For instance, sample theories include the blue economy systems approach by Gunter Pauli and the Cradle to Cradle design philosophy by McDonough and Braungart. The cradle to cradle design philosophy (Djunaidi, 2018), William McDonough, who is an architect and his ally Chemist Michael Braungart provided an integration design as well as a science which gives enduring benefits for the society using safe materials, water and energy in circularity and eliminate wastage. The following are the three principles that are derived from nature and as act as the leading principles for their recommended framework.

Firstly, everything is a likely resource for another thing (Djunaidi, 2018). This first principle is bound to the belief that everything can be designed in such a manner that can be disassembled and returned to the soil safely as biodegradable matter (McDonough, 2010), or rather have it re-utilized as quality technical nutrients for the design of new products without any contamination. In this theorem, the resources obtained from nature are preserved so well such that they remain useful in the natural environment and are not turned into pollutant matter. Secondly is the principle of using clean as well as renewable energy (McDonough, 2010). This argues that living organisms thrive by utilizing the energy of current solar income. It then provided that even human beings can utilize such clean and renewable energy in various constructs and in such forms as wind, geothermal energy, gravity, as well as other energy systems under development in the present day (Djunaidi, 2018). By so doing, human beings shall have majored on such abundant resources while at the same time they support self as well as environmental health. The proponents of this theorem consider this aspect highly sustainable and have as well received significant support from scholars and practitioners in various industries.

Thirdly is the principle: celebrate diversity (McDonough, 2010). In the world, processes as photosynthesis, hydrology, and nutrient cycling, that are adapted to locale, produce an unbelievable diversity of life in nature and culture. Every design that responds to the limitations as well as opportunities provided by each locale fit perfectly and function effectively in their own niches. The theory thus asserts that instead of having to minimize the harm that humans have authored into the systems, cradle to cradle reframes design as a regenerative and positive force and one which makes footprints of delight and not for regret. This implies a paradigm shift for opportunities to better quality, add value proposition, and facilitate innovation. It means a need to perpetually improve designs and share any discoveries arrived at with other individuals. A second theory is the blue economy systems approach corroborated by Pauli (2017). In the description lies a problem statement that asks: how can we change poverty into development and turn scarcity into plenty using the only resource we got? Gunter Pauli, an entrepreneur and proponent of the blue economy, intents to spur entrepreneurship while setting up new and higher standards of sustainability but at the same time decrease all associated costs (Ben-Eli, 2015). The theory is pro conversion of scarcity into abundance with that which is available. It highlights the benefits inherent in connecting seemingly different environmental solutions that there have been with scientific solutions which are based on the typical physical processes in the natural world. The end goal is to create solutions which are environmentally, socially and financially of benefit. The concept of the blue economy is backed by the methodology of zero emissions research and initiatives network (ZERI). In line with this theory, a combination of the environmental problem with open source scientific solutions can be done well with the application of creativity techniques like lateral thinking, brainstorming, and yellow thinking.

The relationship between CE and Sustainable Business Initiatives

A sustainable business (Ben-Eli, 2015) refers to a venture that takes part in environmentally and socially friendly activities so that all of its products and processes address current environmental and societal concerns adequately as it still earns profits. A sustainable business thus both meets the present world’s needs and also allows future generations to be able to meet their needs. Circular businesses minimize, close and narrow out loops to lower resource inputs and waste emission out of the organization’s activities. A circular economy also reduces the volume of production by investing in the design of products for longevity. The Circular Economy (Forum, 2014) and Sustainable Business Initiatives have a lot in common. Essentially, the two models enhance the environment’s sustainability so that the natural resource shall be continually available and are well conserved. The two systems have intersecting purposes of encouraging green practices (Blok, 2016) and therefore make the environment better. By this virtue, businesses operating either as circular businesses or as sustainable businesses have the common characteristic of taking care of the environment. Nevertheless, there is an undeniable relationship between the two models in that they both encourage that activities and especially the production of goods be done such that they major on the sustainability of the processes especially by minimizing or avoiding wastage (Forum, 2014). Both systems endeavor to ensure that the products manufactured are such that they remain friendly (Blok, 2016) to the natural environment where they initially begun as resource inputs. Nevertheless, the two models are non-linearly designed so that they apply the theory of cradle to cradle and thereby consider a waste of one system as an input for another system or product. In a similar manner, the two modes provide a way to save on financial resources through reuse and regeneration. In a nutshell, circular economy and sustainable business models are both committed to friendliness to the natural environment as well as the concerned individuals.

Beaumont Organic Apparel Brand in the UK

Beaumont Organic is a British fashion brand located in Manchester and one that is committed “to design and create contemporary conscious clothing responsibly by use of luxury fabrics for the contemporary woman (BEAUMONT, 2019).” The company is an international ladies wear brand which unites contemporary classic and signature styling. Beaumont collections offer a wardrobe of transitional pieces comprising everything a lady would need to wear around the clock. The brand creates renowned styles by using eco fabrics, luxury organic, and unique silhouettes. The company’s vision is to be unto the world a pioneering design-driven, respected, established, international ethical and organic brand. The company envisions to be a brand that people are fond of associating with particularly by making clothes that people respect. Beaumont Organic apparel brand has contributed substantial input in the transformation of the fashion industry into a sustainable industry. As the name suggests, Beaumont Organic strives to operate by the recommended environment-friendly industry practices (BEAUMONT, 2019). In their company profile, a “being responsible” section is included and unveils the commitment of the company for environmental conservation as follows. The company provides that it is inspired by making a change and leading a way so that fashion can have a more sustainable future. They do this by reducing wastage, producing ethically, and lowering consumption.

The commitment of the company towards green production (Blok, 2016) is clearly seen in that the apparel brand is committed to lowering environmental production by largely producing organic cotton products rather than conventional cotton. This reduces the load on the soil and environment where the cotton is planted since organic cotton uses none (or little) chemicals in its production. The company’s commitment to using organic cotton that produces premium quality apparel makes it one of the companies in the industry which are ready for circular economics. Quality long-lasting products are necessary as part of the basic concerns involved in a circular economy. Their products which have an extended lifetime reduce the frequent onset of textile waste thus conserving the environment. Beaumont Organic has been a useful company in the British Economy particularly by its contribution to the economy’s GDP. Through its core business: the production and sale of apparel, the company has over the years contributed significantly growing production which has directly been affecting the growth of the UK’s fashion industry and the country’s gross national production (GNP). Concisely, the company presently has a significant revenue of $9.4 Million that boosts the giant economy of the United Kingdom (Beaumont, 2019). The company has economically been experiencing a growing annual production volume as well as a proportionately growing revenue in recent days. Nonetheless, the company has provided additional value in the British economy by adding to the employment rate in the country. Holding that employment is an important economic variable in any economy, the company has not failed to advance the country’s Gross Domestic Product (GDP) by employment income of its substantial base of employees. The company also stands as a beautifier of employment relationships in the country by ensuring that it provides the best employment terms to its employees and thereby advocating for inclusive and ethical employment in the country. In its profile, the company is determined to ensure that it follows utmost ethical practices regarding its employees and that has made it a sought-after employer in the UK.

Evaluation of The Current Business Practices of Burberry based on Sustainable Business Initiatives of the SFB 2018

Burberry is an iconic luxury apparel brand in the United Kingdom (Burberry, 2018). The company is committed to produce and distribute valuable apparel that offers respect to the wearer, the environment and earn respect for the brand. As such, the company is committed to practicing eco-friendly activities in its sustainability policies to preserve the environment. In light of the sustainable fashion blueprint 2018, Burberry is a commendable brand in terms of its performance towards sustainability in the fashion industry. The company has in recent years been working to constantly improve their standing in regard to the sustainability recommendations. This spans not only the emphasized environment protection but also protection of critical players in their supply chain such as the consumers and employees that ascribe to the company. Sustainability in the fashion industry, according to the sustainable fashion blueprint 2018 centrally regards to the fashion’s design, distribution, consumption as well as disposal. The SFB 2018 demands that these said aspects of the industry business must be done in a manner that gives respect to the natural environment that we operate in, the welfare (Albouy, 2018) of the animals from which certain inputs for production are obtained, as well as the welfare of the people who are involved in the supply chain including employees and consumers of their apparel.

Burberry Company (Burberry, 2018) has achieved quite much in the journey towards a fully sustainable business model such as their success in accruing respect to its employees. The company has in this respect generated policies that honor human resources that are available in the company by insisting on basic and agreed upon practices of gender equality and equity at work, sensitive terms of work and equitable compensation. The company, with over 10,000 employees across its branches has performed satisfactorily in terms of human protection that it has become a highly regarded employer in the UK. Burberry as an apparel brand has done pretty considerable work to attain the sustainability of its business by committing to informed product designs (Burberry, 2018). The company has made it integral to produce and sell apparel that is highly durable and designed to permit regeneration and reuse. This is a critical aspect of sustainable fashion in the industry. As such, the company has committed to producing valuable and quality apparel to reduce the likelihood of impending disposal and thus reduce the need for intensive production which is unfriendly to the natural ecosystems.

The pronoun apparel brand in the UK has also gone a long way in the journey towards true sustainability by establishing strategic partnerships that aim to drive positive change from within the industry, and which is a key aim described in the SFB 2018. The famous brand has also added up to its determination for corporate social responsibility by providing a feedback mechanism through dedicated contact lines and via its website. Nonetheless, even though the company is successfully moving uphill, there is still a need for the organization to engage in strategic efforts to reclaim waste products for the purpose of regeneration and recycling.

Conclusion

In a nutshell, sustainability of business activity is a critical aspect that the fashion industry must endeavor to pursue. For instance, Beaumont Organic fashion brand has truly made substantial progress to achieve sustainability. This is particularly noticeable in the company’s commitment even to specifically acquire healthy inputs for their products. By their use of organic rather than conventional cotton is a big step in the journey towards a healthy natural environment. Sustainable practices such as deliberate designs for product sustainability have earned the company a bonus in transforming the UK apparel industry. By doing campaigns even online pushing for “being more organic” is a commendable move for a firm in the fashion industry. Upcoming firms must emulate the model of Beaumont for a positive impact. Burberry, a giant in the UK fashion is also extremely admirable in their concerted efforts to transform the fashion industry for better. The future for fashion is indeed desirable with the present efforts unto sustainability especially the guideline of the circular economy. Nonetheless, I recommend a more intentional move within the model of CE and sustainable business as follows. Companies in the apparel industry should be given more strict guidelines and targets in a timed manner. This implies embracing goals within the industry, and which are evaluated and reported to a central body like the BFC. This would ignite a bigger drive in the companies to perpetually strive for a positive impact. In brief, the circular economy is a beneficial model and must be applauded for a better natural home for all of us and for future generations.

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References

Albouy, D. a. (2018). Sustainable Fashion Blueprint Report. The University of Cambridge.

Blok, V. &. (2016). Ecological innovation: Biomimicry as a new way of thinking and acting. Journal of Agricultural and Environmental Ethics, 29(2), 203-217.

Forum, W. E. (2014). Towards the circular economy: accelerating the scale-up across global supply chains. Switzerland.

Geissdoerfer, M. e. (2017). the Circular Economy–A new sustainability paradigm? Journal of cleaner production, 757-768.

Stahel, W. R. (20156). The circular economy. Nature News, 535(7595), 435.