ASOS lead the way to end fast fashion waste with new range of eco-friendly clothes

If you ever needed an excuse to order more ASOS goodies, then here it is.

If you ever needed an excuse to order another delivery of ASOS goodies, then here it is.

The fashion retailer is launching its first eco-friendly collection in a bid to reduce waste.

Fast fashion has proved a worrying trend over recent years, as the speed at which materials are churned out and chucked away means vast quantities of clothes end up on landfills. In order to make these clothes, significant amounts of toxic dyes also end up in our water, making it the second largest polluter of clean water globally after agriculture.

Keen to be part of the solution rather than part of the problem, the online phenomena will release their first collection of what is known as ‘circular fashion’.

Circular fashion refers to a constant recycling loop, with no materials ending up in the landfill and products that would be waste used to create an endless series of designs.

With an impressive array of 29 women’s, men’s and unisex styles on offer, there is guaranteed to be something for everyone.

And with each style from the autumn collection meeting at least two of their three eco goals, you’ll not only be updating your wardrobe but helping to save the planet too.

The primary aims of the initiative are to design without waste and pollution; keep products and materials in use; and regenerate natural systems.

In order to honour these objectives, ASOS say they are “growing global reach to create, promote and sell products that are more socially and environmentally responsible.”

Their progressive approach comes after attending the Copenhagen Fashion Summit in 2017, when ASOS signed the Global Fashion Agenda’s call to accelerate circular fashion.

As a signatory, they have committed to train all of their design teams on circular design techniques and best practice; train all relevant product teams on circular principles and best practice for packaging; launch a garment collection and recycling programme for apparel for customers located in the UK and Germany (their two biggest markets); and support this programme by engaging customers on garment care, repair and recycle.

Head of Design at ASOS, Vanessa Spence, said: “We’ve been on an incredible journey over the past few years to discover how circular design can work, and working closely with our suppliers to apply the circular design principles that we’ve set ourselves.”

She added: “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.

“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 suppliers but also other brands and retailers.”

The clothes will be designed to attain a zero-waste collection, by using materials that are already at least partially recycled, yet still durable.

The creators are also encouraged to use at least one recyclable material per product, so that means the garment will be easier to recycle once it is disposed of.


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