Fashion e-tailer Asos has launched its first circular collection, featuring 29 “trend-led” clothing and accessories pieces, including cardigans, tees and original denim.
Each product will follow eight industry-leading circularity principles, which include zero-waste design, minimised waste and recycled input.
“We’ve been on an incredible journey in Asos over the past few years to discover how circular design can work in practice in an organisation like Asos, and working closely with our suppliers to apply the circular design principles that we’ve set ourselves,” said Vanessa Spence, head of design.
“What this collection shows is that you don’t need to make a choice between the circular economy and fashion, and that you can make sustainable products without compromising on design or on price,” she added.
These principles are also aligned with the Ellen MacArthur Foundation’s requirements of circular economy, which are designing out waste and pollution, keeping products and materials in use, and regenerating natural systems.
According to the company, the launch has proven its commitment at Copenhagen Fashion Summit in 2018 to train all Asos designers on circular design by this year.
“With all of our designers now trained in circular principles and our first circular collection out the door, we’re excited to see how we can take this project forward and use our size and scale to share our expertise with our suppliers but also other brands and retailers.”