From catwalk to closet, the fashion industry has long been synonymous with
innovation and glamor. But today, being fashionable doesn’t mean just setting
trends — it means leading the charge towards a more sustainable future.
Thanks to a growing number of trailblazing
companies
and their advanced
technologies,
we are inching closer to the vision of a circular textile industry — where
sustainability is always on trend.
A vision for our eyes and planet
Forward-thinking brands are championing a new, circular fashion ethos. In this
transformative vision, every garment has a lifecycle that keeps it in use for as
long as possible and eventually returns it to the supply
chain,
not the landfill. It's not just a paradigm shift — it's a complete overhaul of
the fashion industry's DNA.
Technology is key to success. It's the magic thread weaving the circular textile
narrative together to ensure that fashion isn’t just a statement — but a
sustainable, end-to-end lifecycle that respects our planet.
The courage to create change
The CMO + CSO Power Partnership: Boosting Brand Value Together
Join us on Tues, July 10, for this free webinar: Leaders from Ipsos NA and AABL Advisors will share practical insights on how CMOs and CSOs are collaborating to meet rising stakeholder expectations, drive long-term value, and connect authentically with consumers. Gain actionable tips for addressing the real-world challenges both roles face today and building stronger partnerships between marketing and sustainability teams — ensuring your sustainability story resonates powerfully in the market.
Transitioning to circularity is complex; but it’s also achievable. Pioneers such
as
TEXAID
— a renowned European company specializing in the collection, sorting,
repairing, reselling and recycling of used textiles — are leading the charge.
TEXAID systems identify and sort garments for recycling, ensuring that materials
are repurposed — thereby minimizing waste and creating the essential link
between brands, consumers and a recycling service — creating a closed, circular
loop for millions of garments.
Avery Dennison, a provider of market-leading digital identification solutions
for the apparel industry, recently joined forces with TEXAID to address the
challenges of textile waste management ahead of incoming regulatory changes in
the EU. A key aspect of this collaboration is the integration of cutting-edge
technologies. Avery
Dennison will
work with TEXAID to explore how technology can enable traceability of garments
through the sorting and recycling process. Digital identifiers, tracked via
Avery Dennison’s
atma.io
connected-product cloud platform, will aid TEXAID in processing apparel into
relevant
resale
or recycling streams.
Technology: The loom of the future
Technology offers an unprecedented opportunity to track and trace products
throughout their lifecycle. It's not just about keeping tabs — it's about
building trust, fostering responsible consumption, and enhancing brand loyalty.
We are quickly reaching the day when every brand owner can offer their customers
a comprehensive view of a garment’s journey — from the raw material stage to the
retail rack — and brand owners can follow the garment to the end of life.
Last year, Avery Dennison acquired
TexTrace
— a technology developer that specializes in custom-made woven and knitted RFID
products which can be sewn onto or inserted into garments. Brand labels with
built-in RFID are an all-in-one solution for product branding; brand and theft
protection; product availability; consumer interaction; and enhanced
convenience, such as self-checkout. Future possibilities could offer
unprecedented supplier and materials information to enable a circular economy
through
recommerce
and recycling — providing the opportunity to gain insights into the true carbon
footprint of the garment.
Embracing the 'end of life'
In a circular fashion model, the concept of 'end of life' takes on a new meaning
— it is not an ending, but a transformation. Technologies enable us to extend
the lifecycle of a product, recycle
it,
or even repurpose it for a completely new
use.
Earlier this year, Avery Dennison invested in
Circ
— a US-based chemical recycler focused on harvesting new yarns from mixed
textile waste. The investment will allow apparel brands to recycle mixed-textile
waste streams — such as polyester-cotton blends — into high-quality, cellulose-
or PET-based yarns for use in new apparel production.
Circularity isn't just a vision — it’s an invitation to brand owners to lead by
example and pioneer a fashion revolution. By incorporating technologies that
facilitate circularity, we can turn every thread into a narrative of
sustainability.
So, let's not just set trends — let's shape the future of fashion. After all,
the future of style is circular.
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VP of innovation, product line management and sustainability
Avery Dennison
As a Senior Executive in Avery Dennison’s $1.2B Apparel Solutions division, Michael Colarossi is the driving force behind its culture of innovation — leading a global technical innovation team whose products deliver double-digit revenue and enhance performance. Under his leadership, the organization has adopted a strategic view — prioritizing solutions that shape the industry’s future, while meeting rigorous compliance standards. Colarossi was instrumental in developing Avery Dennison’s 2025 sustainability goals and the Apparel Solutions’ Global Experience Centres. Prior to joining AD (2013), he held numerous manufacturing and engineering positions in the US and China. Colarossi holds an MBA from Duke University’s Fuqua School of Business, is a frequent speaker on innovation and sustainability, and is fluent in Mandarin.
Published Aug 16, 2023 8am EDT / 5am PDT / 1pm BST / 2pm CEST