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Waste Not
Why a Circular Dress Code Will Always Be in Style

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 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

Decoding effective methods of driving consumer behavior change

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 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 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.