OBJECT FORGES AHEAD WITH CIRCULAR DESIGN
Following on from BESTSELLER’s circular design workshop earlier this year, OBJECT has become one of the first of our brands to produce circular styles.
As part of its Pre Spring 21 collection, OBJECT has included styles that have been designed so they can easily be recycled. In fact, for the first half of next year, OBJECT has over 60 circular styles planned across three collections.
At last week’s Copenhagen Fashion Summit, circularity was a central theme, with organisers Global Fashion Agenda releasing a report – titled Fashion On Climate – that argued circular business models could enable the fashion industry to cut around 143 million tonnes of greenhouse gas emissions by 2030.
Each circular style from OBJECT has been designed specifically for longevity and reuse. The focus on circular design is part of the brand’s determined and constant focus on more sustainable collections.
“We wish to reduce the use of virgin fibres by designing styles that are ready to be recycled, reused or redesigned. Through our designs, we really encourage our consumers to reuse OBJECT styles for longer and to recycle their pre-loved styles when they are worn out,” says Gitte Skals, Sustainability Responsible at OBJECT.
Challenging the status quo
In February, BESTSELLER Sustainability hosted a circularity workshop for brands, as part of a planned Circular Design Challenge. At a basic level, circular design means designing out waste from the beginning – an approach that focuses on creating clothes that are ready-made for recycling and/or reuse.
While the internal competition was interrupted by COVID-19, some brands have persisted with their circular design journey.
“It has been impressive how OBJECT and SELECTED – despite the disruption of COVID-19 – have continued to work with circular design following BESTSELLER’s internal circularity workshop in February,” says Pernille Kramer, Senior Project Specialist in BESTSELLER Sustainability.
“In BESTSELLER, our ultimate ambition – or our North Star – is to be climate positive, fair for all and circular by design. OBJECT and SELECTED are contributing to the last part of that ambition by challenging the status quo and rethinking the standard design process, so they consider everything from choice of materials to a product’s end of life.”
SELECTED has included 10 circular styles in its Autumn 21 collection, with each style including owner tags and inside labels explaining how the garment can be refashioned, reused and recycled.
OBJECT has settled on two circular design techniques for their Pre Spring 21 collection.
The first technique focuses on designing circular styles using 98-100 percent of the same fibre – including trims, labels and threads – so that the entire garment can be recycled.
If it is not made from one type of fibre, it is designed so that the different parts can be separated or cut off at a recycling facility when the product comes to the end of its life.
“Circularity is very much about striving to make products that are long-lasting – to make sure they will be worn for many years and maybe by many different people before they end up at the recyclers when they are worn out. Being pro-active within sustainability is a key focus for us,” Gitte says.
OBJECT’s Pre Spring 21 collection will be available online and in stores in December.