Published 6 months ago.
About a 4 minute read.
Image: Avery Dennison
/ This article is sponsored by
Technology is 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.
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
and their advanced
we are inching closer to the vision of a circular textile industry — where
sustainability is always on trend.
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
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.
Join us for a transformational experience at SB Brand-Led Culture Change — May 8-10 in Minneapolis. This event brings together hundreds of brand leaders eager to delve into radical lifestyle shifts and sustainable consumer behavior change at scale. The trends driving cultural acceleration are already underway, and you can be at the forefront of this transformative movement.
Transitioning to circularity is complex; but it’s also achievable. Pioneers such
— 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
work with TEXAID to explore how technology can enable traceability of garments
through the sorting and recycling process. Digital identifiers, tracked via
connected-product cloud platform, will aid TEXAID in processing apparel into
or recycling streams.
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
— 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
and recycling — providing the opportunity to gain insights into the true carbon
footprint of the garment.
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
or even repurpose it for a completely new
Earlier this year, Avery Dennison invested in
— 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
So, let's not just set trends — let's shape the future of fashion. After all,
the future of style is circular.
Published Aug 16, 2023 8am EDT / 5am PDT / 1pm BST / 2pm CEST
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.
This article, produced in cooperation with the Sustainable Brands editorial team, has been paid for by one of our sponsors.