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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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Article / Report

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

Social Impact

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

Increase Awareness

Impact on the quantity or quality of jobs, and shifts in the labour market

Jobs

Impact on the health and happiness of human populations

Well-being

Contribution to social parity, or impact on social disparity

Equality

Producing and providing business and consumer goods and services

Goods and Services

Producing electronics products for businesses and consumers, including cellular phones, personal computers, printers, servers, electronic computer components and peripherals, TVs, audio equipment, as well as household appliances, such as refrigerators, washing machines, etc.

Electronics and Appliances

Producing indoor products for the home and office, such as furniture, including upholstery, carpets and wall-coverings, as well as cutlery, cookware, glassware, crystal, silverware, utensils, kitchenware and household specialties

Home and Office Furnishings

Producing and providing leisure and personal products and services for consumers, such as cleaning products, sports equipment and toys, personal and beauty care products, as well as domestic and personal services such as caretaking, cleaning, hairdressing and other beauty treatment, funeral and related activities

Personal Products and Services

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

Fashion and Textiles

Providing goods on the Internet, through mail order, or television, or providing goods in stores, including apparel, electronics, furniture, food and drug, etc.

Retail

Providing recreational and cultural services, including hotels, resorts, casinos, sport and fitness centers, stadiums, golf courses and amusement parks, restaurants, bars, pubs, fast-food or take-out facilities, as well as libraries and museums

Hospitality and Tourism

Provide guidance or professional training to educate employees to use circular economy principles

Training on the circular economy

Integrate principles of circularity into primary, secondary and tertiary curriculum and conduct workplace trainings

 Education and Curriculum

 Develop research, structure knowledge, encourage innovation networks and disseminate findings with integrity


Strengthen and advance knowledge

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

VISION:
People are valued and supported in an equitable, socially just and resilient society.

DETAIL:
Imagine a time when…people and communities are at the heart of any sustainable and circular system. The planet thrives, enabling us to survive with balance and abundance. People are no longer passive consumers, but proactive participants. The ‘makers’ who design, build, reprocess and recirculate products throughout the value chain are treated equally and are equitable partners in shaping and benefitting from the system. Textiles/garments can be produced and repurposed locally as well as centrally. A blend of craft methods alongside more automated production provides regionalised, multi-faceted perspectives and fulfilling livelihoods, be they high- or low-tech. Wealth gaps are minimised and dignity, equity, equality is a reality for all.

People and Society

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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In 2007, in an effort to describe, understand and quantify the growth of greenwashing, TerraChoice (acquired by UL), developed and launched a study of environmental claims made on products carried on category-leading big box store shelves. Based on the results of the original study and subsequent studies, the Seven Sins of Greenwashing were developed to help consumers identify products that made misleading environmental claims. Today, the Sins of Greenwashing remain a popular learning tool to help consumers evaluate sustainability claims. Contact us for permission to highlight the Sins of Greenwashing in publications and media. Sin of the hidden trade-off A claim suggesting that a product is green based on a narrow set of attributes without attention to other important environmental issues. Paper, for example, is not necessarily environmentally preferable because it comes from a sustainably harvested forest. Other important environmental issues in the paper-making process, such as greenhouse gas emissions or chlorine use in bleaching, may be equally important. Sin of no proof An environmental claim not substantiated by easily accessible supporting information or by a reliable third-party certification. Common examples are facial tissues or toilet tissue products that claim various percentages of post-consumer recycled content without providing evidence. Sin of vagueness A claim that is so poorly defined or broad that its real meaning is likely to be misunderstood by the consumer. All-natural is an example. Arsenic, uranium, mercury, and formaldehyde are all naturally occurring, and poisonous. All natural isn’t necessarily green. Sin of worshiping false labels A product that, through either words or images, gives the impression of third-party endorsement where no such endorsement exists; fake labels, in other words. Sin of irrelevance An environmental claim that may be truthful but is unimportant or unhelpful for consumers seeking environmentally preferable products. CFC-free is a common example, since it is a frequent claim despite the fact that CFCs (chlorofluorocarbons) are banned under the Montreal Protocol. Sin of lesser of two evils A claim that may be true within the product category but that risks distracting the consumer from the greater environmental impacts of the category as a whole. Organic cigarettes or fuel-efficient sport-utility vehicles could be examples of this sin. Sin of fibbing Environmental claims that are simply false. The most common examples are products falsely claiming to be ENERGY STAR® certified or registered.

Let’s take a look at 8 greenwashing examples, including greenwashed ads and claims made by fashion brands in the last few years. Are big brands becoming more sustainable, or is it all just greenwashing? Lately, you might have noticed more and more fashion brands promoting their sustainability initiatives and you might even be thinking “Wow, the fashion industry is becoming more ethical and sustainable!” And while it is in some areas, unfortunately, all that glitters is not green. In its July 2021 report, the not-for-profit Changing Markets Foundation highlighted that as many as 59% of all green claims by European and UK fashion brands are misleading and could be greenwashing—a stat that seems to apply to the industry at large. So how do you tell if a brand is greenwashing? Here we take a look at some of the most notorious ads and claims from recent fashion campaigns to help you spot what’s green and what’s not. What is greenwashing? We define greenwashing in the fashion industry as the unjustified and misleading claims from brands that their products are more environmentally friendly than they really are. We see this manifest in various ways: outright deception, subtle advertising, and often as ambitious claims without full transparency around the actual impacts. Greenwashing is a growing concern nowadays as some companies are trying to benefit from the increasing demand for sustainable and ethical clothes and other products. Climate activist Greta Thunberg even said in an interview to the Guardian last year: “Many are making it look as if the fashion industry is starting to take responsibility, by spending fantasy amounts on campaigns where they portray themselves as ‘sustainable’, ‘ethical’, ‘green’, ‘climate neutral’ and ‘fair’. But let’s be clear: This is almost never anything but pure greenwashing.” As highlighted by Thunberg, companies usually market supposedly “environmentally-friendly” initiatives, like having one tiny eco-friendly line (we see you, fast fashion’s conscious collections), using recycled packaging, and switching to LED lights in their offices while not addressing critical environmental and labour issues. How can you tell when a fashion brand is greenwashing? So, what are the telltale signs of greenwashing? How can you tell when a fashion brand might be less eco-friendly than they say? If a brand makes one or more of these 6 claims, they’re probably greenwashing:  Impressive-sounding initiatives to reduce carbon emissions at the head office: think solar panels on the roof and an office full of plants. It’s a nice touch, but what they should be doing is aiming to reduce greenhouse gas emissions across their entire supply chain, and not just at the head office. “Eco-friendly packaging” and not much else: keep an eye out for brands that promote minimal, recycled, or “recyclable” packaging as their primary strategy for reducing waste. While this is a great first step, it is peripheral. Promoting this, while not changing a brand’s whole business model has little impact.​​ “Energy efficiency”: highlighting the use of LED and energy-efficient lighting or sensor lights in stores can sometimes be little more than spin. Many office buildings already have this type of lighting, and it’s even a legal requirement in some countries. Misleading claims and targets: brands are more or less free to set targets for their environmental impact that are comfortable to achieve, sound promising, and may or may not be impactful. In our fashion climate report from COP26, we found that 69% of large brands rated on Good On You, with greenhouse gas emissions targets, do not state whether they are on track to meet them. Payment of a “minimum wage”: very different from a “living wage” or fair wages—the actual minimum wage a garment worker should earn to feed themselves and their families, pay rent, and cover healthcare, transportation, and education. “Sustainable” ranges and collections: an increasingly common marketing tool with high-volume, fast fashion labels. This “eco” range of clothing is often a tiny portion of their overall production, and it doesn’t mean that the brands have made a complete overhaul of their business models overnight. What a brand is really doing here is hoping that the green glow of one initiative will rub off on the company as a whole.  8 greenwashing examples Below are 8 examples of greenwashed ads and claims made by fashion brands in the last few years.  Boohoo’s ‘sustainable collection’ What the brand says: “Our READY FOR THE FUTURE range uses recycled materials like polyester as we work hard to become a more sustainable brand. Featuring cosy puffer jackets, classic loungewear, and matching tracksuit sets, these are cold-weather staples to wear again and again. […] Dressing more sustainably has never been easier!” Sounds promising, but: Looking at the items listed as “sustainable”, we found that some were made from acrylic, a type of plastic. While this material could be recycled as the brand says, there’s not much proof. In addition to this, some of these items cost below £10. How much are the garment workers in Boohoo’s supply chain paid? Not only is Boohoo misleading shoppers, but it’s also clearly not taking steps towards lowering its impact on the planet and its inhabitants. This is not surprising, considering we rate Boohoo “We Avoid”. Check out Boohoo’s full rating. SHEIN’s appointing a Head of Sustainability What the headline says: In its latest move to keep up with growing business and fashion expectations, Chinese retailer SHEIN recently hired a head of environmental, social, and governance (commonly known as an ESG officer in the industry). Sounds promising, but: On the surface, companies hiring ESG officers and similar roles is a positive move. But it’s the ultra fast fashion brand’s attempt to portray itself as “concerned” with sustainability when its entire business model is built on labour and environmental exploitation that makes this announcement ring hollow.⁠ This comes at a time when other major fast fashion players like Zara have pledged that they will only use recycled or sustainable materials by some arbitrary year. ASOS and Primark have made similar pledges. Boohoo recently published its list of suppliers after reports revealed poor working conditions and low wages inside its Leicester factories and appointed an ESG professional to its board in October.⁠ These decisions are made, in part, because consumers today—especially Gen Zers—are concerned about the climate emergency and want to buy from fashion brands that show they care about sustainability.⁠ But, SHEIN, you’re going to have to do a lot better than that to convince us. Check out SHEIN’s full rating. H&M’s Looop campaign What the headline says: During last year’s Earth Day, H&M announced its new sustainability ambassador, Maisie Williams, and launched “Looop Island” on the Nintendo game Animal Crossing (yes, you read that right) to promote its in-store recycling machine. Sounds promising, but: While H&M has ​​made some strides toward circularity, this ultimately comes across as greenwashing. An island in a video game won’t save the planet. Recycling a few items and encouraging consumers to recycle or buy recycled items can’t make up for the 3 billion garments H&M produces every year. H&M needs to make more fundamental changes to its business model and take greater accountability for its actions. Check out H&M’s full rating. ASOS’ circular line What the brand says: “Style meets sustainability in our innovative new ASOS line, which is all about future-proofing fashion. So, not only are these pieces as eco-friendly as possible, they’re also 100% on-point. Think fresh cuts in the season’s key colours, with some throwback ’90s vibes added in for good measure. The kind of fashion that’s good for your wardrobe, and better for the environment.” Sounds promising, but: We dug a little deeper, and unfortunately, ASOS’ Circular items aren’t as circular and eco-friendly as the brand claims. Take this pouch, for example. It’s made from polyvinylchloride and polyurethane, two thermoplastic materials which are very hard to recycle and decidedly not environmentally friendly. Where’s the circularity in that? As Sophie Benson argues in The Independent’s article, “Progress has to start somewhere, but creating one small collection that cherry picks circular principles is akin to putting a plaster on a broken leg”. These “greener” clothing ranges represent a tiny portion of these fast fashion brands’ overall production. “The collections often only offer a small slither of totally available products to buy. And the ‘green’ element is often not substantiated. We have seen some [brands] call their collection ‘green’ because it has 20% recycled materials in it or because it is certified by OEKO-TEX Standard 100 (which only tests if the final product has any harm to human health, not environmental health)”, according to Kristian, Good On You’s Head of Ratings. Check out ASOS’s full rating. Lululemon’s vague claims What the brand says: “We’ll adapt infrastructure to take back products after first use and recycle materials into a valuable next life, including fibre-to-fibre.” Sounds promising, but: It’s another vague claim from a large brand. It’s good that Lululemon talks about ways to improve its environmental impact. But in reality, it doesn’t reflect any meaningful action. What infrastructure are they adapting? When is this happening? What is a “valuable next life”? For a global brand such as Lululemon, there is no excuse not to do its part for the planet. Check out Lululemon’s full rating. Zaful’s manufacturing claim What the brand says: “We’re serious about making sure every single person in that supply chain is safe at work, respected, and earns a living wage.” Sounds promising, but: While we love the mention of a living wage, this statement remains extremely vague. Being “serious about making sure” and simply “paying” a living wage are not the same thing, and the imprecise wording is telling. We couldn’t find any proof of how Zaful is ensuring its workers are treated and paid fairly. Zaful lacks transparency and provides insufficient relevant information about how it reduces its impact on people, the planet, and animals. You have a right to know how the products you buy affect the issues you care about. Check out Zaful’s full rating. Zara’s efficient stores What the brand says: “[We have] 100% energy-efficient stores. The daily operation of our stores is adapted to reduce our environmental impact with systems that allow us to adjust water and energy consumption to the real needs of the store. In addition, the new building and renovation standards of our stores, based on our Eco-Efficient Store Manual, establish the use of more efficient technologies that help us regulate our consumption.” Sounds promising, but: What about reducing the environmental impact of its supply chain? For example, in our latest review of Zara, we found no evidence the brand minimises textile waste when manufacturing its products. And, although Zara has set an absolute target to reduce greenhouse gas emissions generated from its operations and supply chain, there is no evidence it is on track to meet its target. It is also important to remember that Zara has fast fashion traits such as on-trend styles and regular new arrivals. This business model is inherently harmful to the environment, and energy-efficient stores can’t change that. Check out Zara’s full rating. Adidas’ Stan Smith advert What the headline says: “Stan Smith Forever. 100% iconic, 50% recycled” Sounds promising, but: According to the French Jury de Déontologie Publicitaire (JDP), Adidas’ ad broke advertising rules and misled consumers. The advert doesn’t inform consumers of the total proportion of the shoe that is recycled and is misleading in its use of the “End plastic waste” logo. The JDP also noted that the claim of “50% recycled” gives shoppers the impression that 50% of the total material used in the sneaker is made of recycled materials, which isn’t true. Check out Adidas’ full rating.

Illinois

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The Good On You app gives you the power to easily check the impact of your favourite fashion brands on the issues you care about. Use the app to discover better alternatives, learn more about ethical fashion shopping, and get exclusive offers from the best brands.

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<p>Greenwashing can be defined as whitewashing in business world, by making false environmental claims. Recognising examples of corporate greenwashing has been made easier with the guidelines TerraChoice have published. These 'seven sins of greenwashing' are intended to help the everyday consumer made more genuinely green consumption choices.</p>