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This collection has been built by a community of passionate researchers, students, and industry professionals as part of <a href="https://worldcirculartextilesday.com/" target="_blank">World Circular Textiles Day</a> (WCTD). 


World Circular Textiles Day takes place every year on 8th October.  Our vision is to galvanise the collective ambitions and goals of people, organisations and businesses to reach a fully circular textiles world by 2050. Our mission is to provide a framework for circularity stakeholders to develop and deliver a collaborative, evolving roadmap and to chart circularity’s momentum annually from the 8th of October until 2050.

What does fully circular by 2050 mean?
- Shared textile resources, in the form of products and raw materials, are kept in **continual circulation**.
- Virgin resources are **replaced with circular materials**.
- Dignity, equity, and equality for the **people** involved in all parts of the circular value chain.

We need to know where we stand today to chart how to get to 100% Circularity by 2050. What circular activity is currently happening in the textiles and apparel industry, and where in the world is it happening? The WCTD Collection aims to answer this question by building the world’s largest digital library of circular textiles case studies. 

World Circular Textiles Day is proud to be supported by our 2022-23 Circular Hero Partners:
[Lenzing](https://www.lenzing.com/), [Texaid](https://retailsolutions.texaid.com/), [Bank & Vogue](https://www.bankvogue.com/), [Usha yarns limited](https://ushayarns.com/), [The Conduit](https://www.theconduit.com/), and [Asia Pacific Rayon](https://www.aprayon.com/en/)

## Want to contribute to the WCTD Collection? Sign up and add your circular textiles activities.





World Circular Textiles Day

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Business case

Impact on the availability of resources as well as their effect on living organisms, ecosystems, and components of the environment.

Ecological Impact

Impacts on the social fabric of the community and well-being of the individuals and families.

Social Impact

Impacts on the financial condition of a company, as well as the the economicconditions of its stakeholders and on economic systems at local, national, andglobal levels.

Economic Impact

Impact on increased knowledge and understanding as a result of the case study

Increase Awareness

Direct and indirect effects that increase revenues or the potential for new revenues, for example from new products, customer segments, partnerships or business models

Revenue Potential

Reduced use of virgin materials and/or an increase of the use of secondary and bio-based materials

Reduce Material Consumption (SDG12)

Producing and providing business and consumer goods and services

Goods and Services

Producing textile and leather products and processing them into apparel and accessories

Fashion and Textiles

While resources are in-use, maintain, repair and upgrade them to maximise their lifetime and give them a second life through take back strategies when applicable

Stretch the lifetime

Work together throughout the supply chain, internally within organisations and with the public sector and communities to increase transparency and create joint value

Team up to create joint value

Give products and parts another life after their end-of-use

Maximise lifetime of products after use

Engage and guide customers and consumers to ensure circular use of products

Customer / consumer collaboration

Marketplaces or services that enable the second hand sale of products

Second-hand sale, distribution

Engaging in discussions with customers to educate and raise awareness of the circular economy and explore circular opportunities together

Customer dialogue, marketing 

VISION:
Products and services are designed for multiple use and material value retention, with maximum positive impact.

DETAIL: 
Imagine a time when…products flow via optimal collection and distribution streams into reusable and repairable product platforms. Reuse and access models are dominant, and products are designed for multiple recirculation before biodegrading (if designed to do so), or being broken down into reusable raw materials for production. People only consume what they need. Production and consumption wastes have been fully eliminated and multifunctional, season-less and timeless fashions are the norm, yet still fulfil our human need for expression and creativity without constraint. All business models, organisations, governments and citizens play a role in maintaining a healthy, functioning circular ecosystem.

Products and Services

Slow strategies aim to keep materials in use for as long as possible, for example through design for durability and repairability. A more circular economy is also a slower one: materials, components, and products—and even buildings and infrastructure—that we lock in stocks are made to last. This will lower material demand in the long run, in essence also serving to narrow resource flows.

Slow

Impacts

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Industries

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The principles of a circular economy concern designing out waste, regenerating ecosystems and keeping items in use. Decoupling the economy from material flows—improving the rate of resource productivity faster than the economic growth rate—is also a consistent guide. By evolving with the growing number of applications of circular economy principles, and consolidating these strategies across thematic areas, Circle Economy’s Key Elements Framework (KE) renders the elements of the circular economy salient and serves as a basis to derive contextual strategies and interventions. 


The Framework consists of:
- Core Elements: Activities directly handling product or material flows; and uniquely,
- Enabling Elements: those that remove obstacles for core actors.


Key elements of the circular economy

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Circle Economy's framework of strategies and activities that define the circular economy

It is 2050.  Full systems change has taken place. This wouldn’t have been possible without the immediate action and radical steps taken from 2020 onwards. Many targets had to be identified in the early 2020s and achieved by 2030 to ensure that the 2050 goal happened in full. A sense of urgency, turbo stakeholder collaboration, supportive government regulation and clear, data driven targets enabled the mindsets and systems change needed to transform to a fully circular textiles ecosystem.

A circular economics model underpins what we have created. It reflects and supports a living organism made up of makers, users and restorers, interacting across vibrant and interconnected networks. Checks and balances, alongside transparency and accountability, ensure a healthy system. Financial, environmental, and social metrics have the purpose of serving communities and the planet. There is shared ownership of profit and loss – across all three metrics – throughout the value chain.

This is what we’ve achieved over the last 30 years:

WCTD Themes

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Based on the work of [Bocken et al. (2016)](https://www.researchgate.net/publication/309699661_Product_design_and_business_model_strategies_for_a_circular_economy), the Four Flows Framework serves as a simple framework for managing resource flows in a circular economy by using less (Narrow), using for longer (Slow), using again (Cycle), and using clean, regenerative materials and energy (Regenerate).

These different principles of circular economy can be applied to our socioeconomic metabolism: we can design stocks like buildings, infrastructure, machinery, and vehicles to be rich resource mines for the future, and design manufactured goods and consumables to be cycled and made regenerative. Furthermore, the focus must also centre on getting more value out of fewer materials. Achieving the aims of a circular economy—minimising material use, regenerating the Earth, and preventing material losses—can be done through these four key strategies mentioned above.

Source: Circle Economy. (2023). *[The circularity gap report 2023](https://www.circularity-gap.world/2023)* (p.22). Amsterdam: Circle Economy. 

Four Flows Framework

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LONDON, United Kingdom — Forget Jack and Dani. The real winner of Love Island was Missguided.For eight weeks, young singles flirted, partied and lounged by the pool in a secluded villa on the island of Majorca off the coast of Spain. Millions of viewers tuned in six nights a week to see who had coupled up and who was getting “dumped” from Love Island, and downloaded the official Love Island app to vote for their favourite contestants. Many of the contestants’ clothes — when they were wearing any — were provided by online fast-fashion retailer Missguided. Viewers could shop their favourite looks, from animal-print bikinis to plunging embellished jumpsuits, via the app and on the retailer’s website.And they did. Missguided says the reality television smash boosted sales by 40 percent compared with the eight weeks prior to when the show started airing. Some items worn by popular contestants — known as Islanders — would see an instant 500 percent sales bump.Viewers could shop looks directly from the app | Source: CourtesyMissguided hit on a winning formula at a time when many rivals are struggling to get the attention of younger potential customers. Millennials and Generation Z consume more of their media via ad-free streaming services such as Netflix, making them harder to reach for marketers. By giving viewers instant access to the looks parading across their screens each night, Missguided managed to break through.“It’s rare that we find a media property that reaches this customer in a way that is so consolidated, so impactful, and reaches them with such depth and engagement,” said Missguided chief customer officer Kenyatte Nelson. “From an advertising standpoint, it allows us to show up in an environment that’s highly relevant … and allow those who watch the show and aspire to have those fashion looks instant access, every day of the week.”It helped that Love Island’s fourth season was also its most popular, averaging 3 million live viewers per episode, a figure that hit 5 million when including on-demand audiences. Nearly 75 percent of viewers were aged 16 to 34, a highly coveted demographic for advertisers.Missguided ran conventional television ads throughout the series, built around the slogan “living your best life,” a phrase that took off on Instagram. On the Love Island app, a “Style” button took users to an interface that showed stills from the most recent episodes of the contestants wearing Missguided clothes, alongside links to shop for individual pieces.ITV and Missguided did not disclose the financial terms of the partnership, but the average cost of a 30-second primetime Love Island advertising spot on ITV2 is about £50,000 ($65,000), according to a Bloomberg report.The integration of shopping into the app was key to the campaign’s success, because it appealed to younger viewers and reduced the odds they would look elsewhere for similar clothes, said Samantha Dover, senior retail analyst at Mintel.“When they are watching TV they are also highly likely to be using their smartphone,” she said. “The regular updates alongside new episodes tapped into the frequency that young people crave when shopping for fashion.”The regular updates alongside new episodes tapped into the frequency that young people crave when shopping for fashion.To ensure a fresh stream of new products, the Islanders’ wardrobes were refreshed throughout the show, with product drops arriving at the villa every few weeks. Islanders would look through the packs and choose which pieces they wanted to keep.The partnership was a first for ITV, which had never integrated a fashion sponsor so thoroughly into one of its shows. The fact that Love Island was unscripted made the deal even riskier, said Claire Heys, ITV’s brand partnerships and content director.“You can’t guarantee what clothes are going to appear on screen, you can’t guarantee that people are going to respond and start buying through the app,” she said.https://www.instagram.com/p/Bkdf-C1jzVPMissguided used real-time data on how many people were visiting the app and its site while the show was airing, as well as what they were buying, to adapt their sales and marketing strategies on the fly. For example, the company started offering surprise promotion codes that would only be valid from 8 p.m. until midnight.Nelson said that each morning the Missguided team would meet to discuss what worked and what didn’t the previous night. Just after lunch, ITV would brief them on who was wearing what in that night’s show.“That was happening every day and we were getting better at it every day,” said Nelson.In total, during Love Island’s run, 18 percent of Missguided sales came from product that was either worn by the Islanders, or similar looks the brand called “style steals.” Once an Islander wore an item on screen, sales routinely spiked 300 to 500 percent.The Misguided project was quite genius.WGSN, a data analytics and trend forecasting agency that tracks public perception of brands, said, when it came to consumer demand, Missguided outstripped its closest competitor, PrettyLittleThing, during the Love Island broadcasting period. Moreover, consumers’ view of Missguided as stylish and exciting “really increased” over the period, said Nivinda Sharma, retail strategy and insights director.Tribe Dynamics, a marketing technology firm that quantifies the dollar-value of digital content, or “earned media value” (EMV), found that the on-screen partnership gave the brand a boost on social media too. Six percent of Missguided’s EMV for the month of June referenced the reality show, while the hashtag #IslandStyle collected $1.2 million EMV in the same period. By comparison, #WorldCup accounted for 2 percent of Nike’s and 9 percent of Adidas’ June EMV.The partnership broke through to an audience that’s increasingly jaded by sponsored content on social media or advertisements on television.“When you think about influencer marketing and Instagram, everybody does it,” said Sharma. “How do you take that next step to create meaningful, targeted engagement and cut through? The Misguided project was quite genius.”Sources: WGSN Analytics DivisionRelated Articles: [ Inside the Fashion Nova Hype Machine ][ Chinese Reality Shows Boost Brands ]

 Today, Love Island has announced a new partnership with eBay UK, the online marketplace with a mission to change the way we shop for clothes. eBay UK, which has seen one pre-loved fashion sale every second so far in 2022, is the first pre-loved fashion partner to couple up with the hottest show on TV.Giving the Love Island wardrobes a total refresh this summer, Islanders will wear pre-loved clothes this season, with a shared wardrobe situated in the new villa for the first time ever. Living the ‘eat, sleep, rewear, repeat’ mentality, viewers can expect to see Islanders showing off fits that reflect their personalities and individuality this summer, while doing their bit to extend the life cycle of clothes.The collaboration comes after new research and data from eBay reveals that UK shoppers are becoming increasingly conscious of fast fashion. A fifth (20%) of Brits admit that they buy more second-hand fashion compared to two years ago and reveal on average, that 16% of their wardrobes are made up of pre-loved clothes. Those aged 18 to 34 have the highest average percentage of second-hand clothes in their wardrobe (22%), nearly double that of over 55s (12%).Money-saving (54%) and protecting our planet (37%) are the biggest factors as to why people shop second-hand, with bagging some designer bargains (25%) and wanting something original (18%), also amongst the driving forces.Last year, fans looking to replicate their favourite Islanders' looks, caused searches to soar. Last year's winner Millie proved the biggest trendsetter, as her one shoulder marble dress influenced 127% more searches for ‘marble dress’ and her linen hot pink co-ord caused 114% more searches for ‘hot pink co-ord'.In the last year, searches for ‘preloved clothes’ have multiplied eightfold, with Gen Z in particular driving the recommerce trend, as 80% confirm that they have recently bought second-hand goods.Jemma Tadd, Head of Fashion at eBay UK said: “We’re so excited to partner with Love Island this year and put pre-loved fashion, centrestage. The impact of Love Island and its stars across the UK is undeniable and together we want to inspire the nation to choose pre-loved first when shopping - even if this means buying or selling one or two pre-loved items to start with, it’s a step in the right direction. “We can’t wait to change the conversation and dress the Islanders in pre-loved outfits for the very first time.”Mike Spencer, Executive Producer of Love Island, said: “We are thrilled to be pairing up with eBay this year as our pre-loved fashion partner. As a show we strive to be a more eco-friendly production with more focus on ways in which we can visibly show this on screen. “This partnership will see our Islanders get to dive into the shared wardrobes and help themselves to some incredible pre-loved clothes sourced from eBay. We aim to inspire our demographic and show that there are incredible finds to be had and how sharing is, in some small way, caring.”eBay UK has recruited celebrity stylist and secondhand enthusiast, Amy Bannerman, to style this year’s Islanders. Amy has styled celebrities such as Dua Lipa, Rita Ora, Sophie Turner, Jonathan Van Ness and Lena Dunham.ENDSEditor’s notes:
Oxfam reports 13 million items of clothing goes to UK landfill every week. 


As part of eBay’s ongoing efforts, it helped save over 17,770 tons of fashion items out of landfill in 2021 - the equivalent of 1,404 double decker buses. 


Earlier this year, as shoppers look to reduce their fashion spend and environmental footprint, eBay UK also announced the launch of its Imperfects range which offers clothes, shoes and accessories that are considered new, but with defects, from over 100 high-street and high-end designers including North Face, Off White, Puma, Fila, and Timberland at up to 60% off. 

Top 10 high-street brands with most second-hand sales in 2022 Nike
Adidas
Marks and Spencer
Next
Dr. Martens
Zara
River Island
Joules
Clarks
New Look
Top 10 designer brands with most second-hand sales in 2022  Louis Vuitton
Gucci
Levi’s 
Mulberry
Stone Island
Chanel
The North Face
Barbour
Ted Baker
Ralph Lauren
About Amy BannermanAmy started her career in fashion setting up a vintage clothing stall with a loan from the Prince’s Trust. She sourced and imported vintage clothes from Canada and sold them from her busy market stall in east London.Most recently Amy was the Fashion Director of Cosmopolitan for four years. Here she successfully pioneered a new path for the magazine, seamlessly incorporating second hand clothes into cover shoots and fashion stories.Within a fast fashion culture she has tirelessly promoted a more responsible, ecologically aware way of shopping and this is something she is extremely passionate about.  Amy’s love of second hand doesn’t stop with her work, she has bought and sold on eBay for over 20 years and dresses almost exclusively in second hand and vintage. She lives in a house furnished with an eclectic mix of furniture bought predominantly from eBay and her baby son now dresses top to toe in pre-loved too. Amy has styled celebrities such as Jonathan Van Ness, Lena Dunham, Dua Lipa, Sophie Turner, Rita Ora, amongst many others.Amy also previously worked at Elle and InStyle, and styled fashion stories for iD, Glamour and The Sunday Times Style. 

 eBay UK and Love Islander and style icon, Tasha Ghouri, have today signed the first non-fast fashion brand partnership to come out of the cult TV series, in a continued aim to change the way we shop for clothes. The online marketplace, which has seen one pre-loved fashion sale every second so far in 2022 and provided Islanders with pre-loved fashion for the first time ever this summer, is proud to announce Tasha Ghouri, as its first ever ‘Pre-Loved Ambassador’. Continuing in its mission to change the  way we shop for clothes and putting secondhand fashion centre stage, the collaboration is a natural next step for eBay, after the model and dancer was quickly dubbed this year’s fashion style icon, providing us with a master class in pre-loved styling each night.And it’s Tasha’s natural flair for fashion and strong personal style that first caught the eye of eBay’s Love Island stylist, Amy Bannerman all those weeks ago. “Mixing high street with high fashion, from vintage Versace to glamorous micro dresses, blending the idea of gendered dressing with oversized men’s bomber jackets and stunning in looks that wouldn’t be out of place on the runway, not only did she capture hearts but turned heads with her effortless sense of style.”The collaboration between eBay and Tasha may come as a surprise for some, after viewers speculated whether Islanders might strike up deals with fast fashion brands. In a first ever, the partnership with eBay will see Tasha promoting a responsible and conscious way of shopping that can help both wallets and the planet.Commenting on the partnership, eBay’s Head of Fashion, Jemma Tadd said, “Over the past 8 weeks, we’ve seen Islander’s embrace pre-loved for the first time ever on mainstream TV, showing that simple additions or swaps to outfits can make all the difference - in so many ways. “Tasha has been a game-changer and her eye for style is undeniable. She is a fantastic role model for what fashion of the future looks like and we look forward to bringing Tasha’s vision and style to life as our partnership continues.” More about the partnership will be revealed in the near future as Tasha kicks off her role.Notes to Editor
Just this year alone, eBay has seen one pre-loved fashion sale every second on eBay UK. With a  fifth (20%) of Brits buying more second-hand fashion compared to two years ago - and Gen Z leading the charge - preloved is on the rise.

Tasha’s favourite pre-loved looks:Stand out looks from fashion-forward Tasha, include her midriff baring combo, black couture dress, green sequin side laced dress.Tasha’s love for pre-love didn’t stop when the show ended. On Sunday’s reunion episode Tasha donned a vintage embellished I AM GIA cropped bralette with matching high-waisted belted palazzo pants from eBay much to fans adoration. One fan commented “Tasha I need a clothing line from you." A second person added "One thing about Tasha, she’s gonna serve a look," and third agreed, saying: "One thing Tasha will always do is out dress EVERYONE." 

United Kingdom

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Ebay

<p>Love Island, one of the UK’s most watched TV shows hoped to break its symbiotic relationship with fast fashion by partnering with eBay as its fashion partner for 2022. The aim was to inspire the UK to choose preloved by making it aspirational, resulting in a 700% increase in searches for preloved fashion on eBay.&nbsp;&nbsp;</p>

Pre-Loved Island

Minimise waste through diversion: Instead of sending waste to landfill, it is redirected into other industrial processes for handling, treatment, recycling, recovery, or reuse in various forms. 

Minimise waste through design: At the outset of a process of project, plan and design such that there is zero waste or minimal waste during production, use, and at end of life. 

Minimise Waste (SDG12)

Use digital, online platforms and technologies that provide insights to track and optimise resource use, strengthen connections between supply chain actors, and enable the implementation of circular models



Incorporate digital technology

Employ online platforms to connect and improve information sharing between stakeholders

Digital platforms

Developing or utilising online platforms to enable circular economy opportunities through information, product or service offering

Online platforms

Sign up to our newsletter for a truly global perspective on the fashion industryThe new marketplace will sell new but damaged clothes, footwear and accessories from over 100 brands including Off-White and The North Face, at up to 60 per cent off.April 20, 2022Photo: Christian Vierig/Getty ImagesTo become a Vogue Business Member and receive the Sustainability Edit newsletter, click here.A new Ebay initiative wants to give slightly damaged clothing, footwear and accessories new life, helping to keep more goods out of landfill and reduce waste.

 New destination gives almost perfect fashion items from over 100 brands a second chance
LONDON, Wednesday, 20 April 2022:  As shoppers look to reduce their fashion spend and environmental footprint, today eBay UK is launching Imperfects - the fashion equivalent to supermarkets' wonky veg initiative, which launched in a bid to cut food waste.
eBay’s Imperfects range offers clothes, shoes and accessories which is considered new, but with defects, from over 100 high-street and high-end designers including North Face, Off White, Puma, Fila, and Timberland at up to 60% off. 
Imperfect items may include defects such as a small scuff or mark, a button missing or a loose thread that may have been from the factory or are ex-display which means they can’t be sold at full price as it did not meet the manufacturers strict quality standards. 
Brits will be able to get their hands on this luxe for less Saint Laurent bag which has minor scratches meaning you could save nearly £900, or these good as new pair of Puma trainers which simply were ex-display stock. 
All imperfections are clearly labelled in the listing with accompanying photos so customers know exactly what they are getting. An Imperfects purchases also come with free shipping and 30 day returns, with a money back guarantee so customers can shop with peace of mind. 
Launching this week to mark Earth Day (22nd April) and at a time when 13 million items of clothing going to landfill every week,* eBay is encouraging shoppers to invest in their planet. 
New data from the marketplace has found UK shoppers are becoming increasingly conscious. As they look for ways to save both money and the planet, searches for ‘preloved clothes’ have multiplied 9x in the last year and searches for ‘used dress’ are up by 156%.* 
The online marketplace’s global 2022 Recommerce Report, discovered that while financial reasons remain the primary motivator, 42% of eBay buyer respondents also cited environmental concerns and a hope to reduce waste, making Imperfects the perfect destination for those looking for a kinder way to shop . ***
Jemma Tadd, Head of Fashion at eBay UK said: “With growing financial pressures and the climate crisis continuing to be at the forefront of consumers’ minds, we’re proud to launch Imperfects as another avenue to help keep fashion items out of landfill. 
It’s often the fashion items that may have not made the ‘cut’ and failed quality assurance checks - as a result customers would not have had the opportunity to purchase the items. eBay is providing a platform for these items to be given a second chance, and be sold, despite their imperfections.
Since 1995, eBay has embraced the power of people coming together to do good, whether that’s through selling their things to give them a second life, or now opting for Imperfects -  this is another way shoppers can easily do their bit.”
Simon Payne at Sole Responsibility, an eBay UK seller added: “Imperfect clothing, while perhaps not being able to be sold at retail price by brands, still deserves a space in someone’s wardrobe. eBay’s new online destination will continue to save thousands of high-quality fashion items from going to waste too soon and help the conscious minded consumer get their hands on in-demand brands.”
eBay by the numbers 

All part of eBay’s ongoing efforts to reduce fashion sent to landfill, in 2021, eBay helped save over 17,770 tons of fashion items out of landfill**** - the equivalent of 1,404 double decker buses. 


Two pre-loved items are sold every second and one refurbished tech item is sold every 10 seconds on eBay


As well as mindful buying and selling to help the planet, eBay’s community has also helped over 200 social enterprises to grow their impact in communities across the country, through purchasing from forward thinking businesses committed to doing good. £38m has also been raised for charities in 2021 via donations on the website and initiatives designed to help charitable causes.


Located within eBay’s Brand Outlet hub, with Imperfects, shoppers can check out any imperfections on the product alongside the description and grab up  to 50% off on a  selection of brands. An Imperfects purchase also offers free shipping and 30 day returns, with a money back guarantee.


The top 10 picks from eBay’s Imperfects: To help you on your journey of doing good, eBay is sharing which fashion brands are most popular, in case you have any items sitting in your wardrobe which are no longer perfect for you, but are for someone else. 
Top Brands in Secondhand Fashion in 2022 so far in order of amount sold on eBay UK: 

NEXT 


NIKE


MARKS AND SPENCER 


ADIDAS


ZARA  


RIVER ISLAND   


NEW LOOK


PRIMARK  


GEORGE


H&M

-- ENDS –
Notes to editor
*Oxfam, Second Hand September, September 2021
**Based on eBay search data March 2022 to March 2021
***eBay Recommerce Report 2022
****Immediate diversion of second hand items going to landfill 

<p>eBay’s new initiative Imperfects aims to divert clothing, footwear and accessories from landfill by giving consumers the opportunity to purchase new items with minor defects at prices far below RRP. Partnering with over 100 brands, eBay is expanding the remit of goods available on its marketplace while increasing accessibility to consumers.</p>