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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

Impact on the ease of innovation, and facilitating uptake of innovations

Innovation

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

Reduce Material Consumption (SDG12)

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)

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

Account for the systems perspective during the design process, to use the right materials, to design for appropriate lifetime and to design for extended future use

Design for the future

Upgrade, repair, and maintenance while in-use

Maximise lifetime of products in-use

Designing products that are made to last and to ensure longer use

Design for durability

Providing repair services or maintenance services for products or parts

Product maintenance, repair

Designing products to resist damage and wear, and serve a long and useful life.

Design for physical durability

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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        30 Year™ Sweatshirts (Men's)   Shop         30 Year™ Hoodies (Unisex)   Shop         30 Year™ T-Shirts (Men's)   Shop         30 Year™ Sweatshirts (Women's)   Shop         30 Year™ T-Shirts (Women's)   Shop         30 Year™ Sweatshirts w/ Print (Men's)   Shop         30 Year™ Sweatshirts w/ Print (Women's)   Shop         30 Year™ Tracksuits (Unisex)   Shop         30 Year™ Earth Sweatshirts (Men's)   Shop         30 Year™ T-Shirts w/ Print (Men's)   Shop         30 Year™ Earth Sweatshirts (Women's)   Shop         30 Year™ T-Shirts w/ Print (Women's)   Shop         30 Year™ Hoodies w/ Print (Unisex)   Shop         Tiger King (Unisex)  Shop         Nigel Olsson (Unisex)  Shop         30 Year™ Hoodies w/ Logo (Unisex)   Shop         30 Year™ Sweatshirts w/ Logo (Men's)   Shop         30 Year™ T-Shirts w/ Logo (Men's)   Shop         30 Year™ Sweatshirts w/ Logo (Women's)   Shop         30 Year™ T-Shirts w/ Logo (Women's)   Shop         30 Year™ Christmas Sweatshirts (Unisex)   Shop         Original Music  Shop         GMOAT  Shop         All Products  Shop  

Where science, design and do-gooding meet, a new career path for fashion designers who want to save the planet.What if you didn’t have to buy another jacket, sweatshirt, or T-shirt until the year 2046?Thomas Cridland, a young UK designer, is hoping to make that possible with clothing designed to last and backed by a 30-year guarantee, promising to repair any rips or tears.Cridland, and other fashion designers, are taking advantage of advances in fibre science and technologies and consumers’ increased awareness of the environment and the poor working conditions of many garment workers. In an industry known more for pieces that are wearable for a season, Cridland sees the 30-year-guarantee as one way to solidify a place for sustainable fashion in the mainstream. As technologies — such as recycling water bottles into fabric and using recycled polyester fibre — are increasingly used by environmentally-minded designers, experts say sustainable clothing is likely more than a passing trend.Emma Watson’s dress at this year’s Met Gala was made partly from recycled water bottles (Credit: Getty Images)“It's not quite mainstream, but it's also moved very far from its early connotations as something that is undesirably ‘hippie’ and unfashionable,” said Colleen Hill, associate curator of accessories at The Museum at FIT (Fashion Institute of Technology). Just this week, actress and activist Emma Watson walked the red carpet at the Met Gala in a striking black-and-white outfit, much of it woven from yarns made from recycled water bottles. On her Facebook page, Watson pledged to re-use and wear the different parts of the outfit again. “Each and every part of this beautiful gown has been produced with sustainability in mind, even the components that you can’t see,” she wrote.It still might take time to convince people to choose longevity over the latest novelty, “but I do think it can happen”, said Hill. In some circles, this mindset does exist, to an extent. For instance, for the past few years, numerous fashion magazines and makeover shows have started extolling the virtues of buying a few expensive, well-made pieces that one can pair over and over again with other, less expensive pieces.The fast-fashion cycle has only really existed since the 1990s, but it has taken over the way we shop for and care for our clothes, according to Hill. “It will be difficult to convince consumers that rather than buy 20 poorly made dresses for $30 each, a well-made, $600 dress that can be worn for years is a better investment,” she said.While it's not mainstream yet, sustainable fashion is becoming more popular (Credit: Getty Images)Only recently have people’s wardrobes become so large — the average American now buys 68 items of clothing per year. Not so long ago, the average person's wardrobe was much smaller. “It was completely accepted that people wore the same clothes over and over until they wore out,” said Hill.Cridland is hoping people will return to that.Trousers first, then sweatshirtsCridland, 25, originally started his men’s clothing line just with trousers that came in a signature cut and a wide array of colours and fabrics. It was only later that he decided to incorporate items with a 30-year guarantee into his brand: first a sweatshirt, then a T-shirt and a jacket. He developed these with the same seamstresses he had been working with in Portugal to craft the trousers.The sweatshirts, T-shirts and jackets are made out of luxury fabric sourced from Biella in Northern Italy and are now manufactured in both Italy and Portugal and are treated to protect against shrinking. The trousers are not part of the 30-year collection (they were developed before the 30-year line), but Cridland does offer free repairs on them as well. Thomas Cridland hopes to make sustainable fashion more appealing (Credit: Tom Cridland)“It was an attempt to make sustainable fashion more broadly appealing and to get consumers thinking about fashion as less disposable,” said Cridland, who also hoped to be on the leading edge of the industry in the effort to protect natural resources.A 'radical' ideaThe current climate still favours “disposable” clothing, said Timo Rissanen, an assistant professor of fashion design and sustainability at Parsons School of Design in New York. “For someone to say, ‘I want to be responsible for making things that can last 30 years’, I think is quite radical. We need radical ideas,” he said. For its part, Parsons, which graduates about 400 in fashion-related degrees each year, now requires all first-year students to take a course called Sustainable Systems, which lets them “see the impact, both positive and negative, they can have as designers”, Rissanen said.Success isn’t easySustainable fashion is not for the fainthearted, according to FIT’s Hill. “[It] requires a lot of commitment. It's not easy, and there is almost always some kind of trade-off”, she said. “It's really for those who are creative not only in their designs, but in their business models.”Despite these barriers, she said, the people in the field are “some of the most driven, capable, and artistic forces in the industry. There's a lot to be said for not accepting the status quo.”It’s no longer just about “being able to create fashion that has the capacity to really inspire and enthral people”, said Parsons’ Rissanen. “[You have to] be creative in solving and tackling the challenges that are facing the industry in terms of the environment.”Rissanen’s big concern is that all of the advancements in technology may come at the price of higher consumption. “This is my fear with the current focus on new technologies in recycling textiles of mixed fibres and cotton/polyester blends in particular,” he said. “I welcome these technologies, absolutely, but they must not become an excuse for producing and consuming more.”Bucking a throwaway cultureCridland’s success is coming at a time when numerous reports have been released showing that clothing companies purposefully design their clothes to fall apart after only a short time, leading consumers to buy more at a rapid pace. A survey last year of 1,500 women in the UK by British charity Barnardos concluded that most fashion purchases are worn an average of only seven times. And, according to a Dutch study, one-third of new clothing is never sold, either ending up in a landfill or incinerated.The average American now buys 68 items of clothing a year (Credit: Alamy)For Cridland, there was no direct path to working as a fashion designer. Before launching his eponymous brand in 2014, his only clothing design experience was selling £3,000 ($4,347) worth of T-shirts emblazoned with "SWINE 09" at his school during the swine flu pandemic and donating the money to Médecins Sans Frontiéres.At university, Cridland didn’t pursue a design degree; he studied modern languages, French, and Portuguese. But he says he never felt that comfortable in the classroom. “I've always been an independent thinker and did not enjoy the atmosphere in a lecture theatre or classroom,” he said. And he was no stranger to trying something off-the-wall: Cridland had his own bootleg CD business when he was 10-years-old.After starting with trousers, Cridland branched out to T-shirts, sweatshirts and jackets (Credit: Tom Cridland)With a £6,000 ($8,693) start-up loan from the government in 2013, Cridland, with help from his girlfriend, Deborah Marx, started the trousers business. It hasn’t hurt that Daniel Craig, Ben Stiller, Rod Stewart, and Leonardo DeCaprio have all been seen sporting the trousers. So far, the brand has sold more than 7,000 sweatshirts, 4,000 T-shirts, and 5,000 pairs of trousers, according to Cridland. The sustainable line, which includes t-shirts, sweatshirts, and jackets, ranges in price from £35 ($50) for a T-shirt to £249 ($360) for a wool jacket.To some, a 30-year guarantee might seem like a poor business model destined to slow sales. But, of course, Cridland strongly disagrees. “We're a small, independent brand and not driven by corporate greed,” he said. “We're free to design further things to keep our customers coming back to buy more. We're not willing to compromise and move towards the destructive fast-fashion ethos.”To comment on this story or anything else you have seen on BBC Capital, head over to our Facebook page or message us on Twitter.


It takes two years for a garment to go from fashion to pollution. The landfills are today filling up with apparel at an alarming speed. One brand with belief in a better way ahead is making waves around the world and finding a legion of fans that believe it’s ‘Buy Less Buy Better’ philosophy. Within two-and-a-half years of its launch, the UK based brand Tom Cridland is already listed on the Sustainia100 and is a Fortune Magazine Cool Company.There is no typical Tom Cridland customer and that is a deliberate thing 1991 born, Thomas Cridland, has been designing clothing since the age of 18. He started this eponymous sustainable fashion brand in January 2014, with his girlfriend of 7 years, Debs Marx when they were both 23. They were backed by just a Government start-up loan and a strong belief in a better world of fashion. Tom Cridland initially specialised solely in creating the perfect pair of trousers. In 2015, Tom launched ‘The 30 Year Sweatshirt’, a sustainable fashion project in the form of a luxury cotton crewneck which was backed up with a 30 year guarantee. This was acclaimed by everyone from the BBC to The Independent to The Huffington Post. Thomas continued this momentum by launching The 30 Year T-Shirt immediately afterwards. In June 2016, Tom Cridland was included in the Sustania100 and nominated for the international Sustainia Award for The 30 Year Sweatshirt by a committee led by Arnold Schwarzenegger. The Telegraph stated that “men’s wear can lead the race for sustainable fashion” whilst praising Thomas Cridland’s work as “faultless.” Recently, Thomas has also launched ‘The Entrepreneur’s Shirts’ which are Oxfords made from luxurious Italian cotton and again backed by the 30 year guarantee. Ten per cent of the sale price of these shirts is donated directly to the charity, DEKI.
In an exclusive interview with Rajan Varma, Managing Editor, Images Business of Fashion, this wonderful young entrepreneur, Thomas Cridland, sheds light upon his brand and his hope for a better world of fashion.
When and how did you get interested in fashion?
I have always been interested in clothing and well made things. Ever since I was a boy, I was very selective about what I liked and always saved up my pocket money to buy garments that really appealed to me. I always treasured them and took good care of them.
You began your company specialising solely in creating the perfect pair of trousers. What did you mean by the term ‘perfect’ then?
I wanted the trousers to be in every tasteful colour you could think of, made from the finest materials we could source, put together by world class craftsmen and seamstresses and cut elegantly but comfortably. That is what I believe constitutes the ‘perfect pair’ of trousers and that’s what I think we have achieved with Tom Cridland trousers.
After the perfect trouser you went on to launch ‘The 30-year Sweatshirt’. What was your prime driver and motivation in deciding to launch this? What were your fears?
I launched ‘The 30 Year Sweatshirt’ because of the rise of planned obsolescence in fashion and the fact that the industry has become the world’s second most polluting. Built-in or planned obsolescence in fashion terms is clothing being made systemically so that it will fall apart to force customers to return and buy more. It’s a sad part of the grim fast fashion empire currently dominating the industry. Andrew Morgan’s The True Cost is what truly shed light for me on how bad the situation is. We need to promote sustainable fashion to help ourselves as consumers, help our fellow human beings trapped in horrendous working conditions putting together our clothing and urgently to help our planet that we are damaging irreversibly. That’s why I decided to develop ‘The 30 Year Sweatshirt’ and subsequently ‘The 30 Year Collection’.
Why didn’t you name this too as the ‘perfect’ sweatshirts?
‘The 30 Year Sweatshirt’ was a much Rod Stewart in Tom Cridland apparel more relevant name due to its signature guarantee. ‘The 30 Year Sweatshirt’ was the first item with a 30 year guarantee that I designed. It was an attempt to make sustainable fashion more broadly appealing and to get consumers thinking about fashion as less disposable. We also aimed to lead an industry trend to protect natural resources by making truly durable clothing. The 30 year period for the guarantee was decided upon together with my suppliers who have been making sweatshirts for over 50 years. This is a conservative and not overly ambitious length of time for us to pledge that garments of our quality will last.
How was the product received by the first set you reached out to?
I was truly overwhelmed by the reaction to it. It was incredibly touching and made the hard work that I put into developing ‘The 30 Year Sweatshirt’ more than worth it. It was life changing for me.
How do you ensure that ‘The 30-year Sweatshirt’ will indeed last 30 years? Can you please elaborate upon the difference your levels of high-spec material and production deliver as compared to standard apparel?
We had to look back to take our concept of the 30 Year Sweatshirt forward. This is a campaign against fast fashion and for sustainable fashion. The 30 year guarantee is no gimmick and invokes a bygone era when clothing was made with care. We developed the 30 year figure with our seamstresses in Portugal who have been making beautiful clothing since 1964. The sweatshirts, t-shirts and jackets are made out of luxury fabric that we source from Biella in Northern Italy, and are now crafted in both Parma, Italy and Serra da Estrela, Portugal. Technological advances allowed us to develop a special treatment to protect the garments against shrinking. We’re selling clothing of a quality you might usually find on 5th Avenue or Bond Street direct to consumer without third party retail markups. This allows us to make our clothing truly durable, which protects natural resources, and offer it to consumers at a reasonable price. The 30 year concept is the game changer, however, though our process is second to none. Fast fashion is damaging the environment, putting responsible brands out of business and ripping off consumers. We are fighting the corporations that are treating both clothing and those who make it as disposable by offering consumers something better.
What aspect of the product do you stand guarantee for and what aspects you don’t?
If anything happens to the product within the next 30 years, we repair it or replace it free of charge. The only thing the guarantee doesn’t cover is stains.
Today you have a very wide array of ’30 year’ collections. What has been the response and which of them are the best sellers?
The response to all ‘The 30 year’ collection garments has been amazing. The sweatshirts, the t-shirts and the jackets are all extremely popular, with the more classic or conservative colours such as Classic Navy, Grey Seal and Black Cab being best sellers.
Creating the many lines would have each called for specific set of innovations. Can you run us through some which you had to work upon and how these will benefit in the long term?
We put the same attention to detail into all Tom Cridland and 30 Year garments, whether they be a 30 Year Sweatshirt, The Entrepreneur’s Shirt or Tom Cridland trousers. The focus has always been on developing unique colours, perfecting the cut, sourcing world class fabrics from Italy, using world class craftmanship to put the clothing together and using technology to reduce the possibility of shrinking, piling and fading.
Why do you sell your collections exclusively online? Why haven’t you opened your own stores till now? Any plans to do so in the future?
We have no current plans for brick-and-mortar retail. The reason we sell direct to consumer online only from www.tomcridland.com is to cut out necessary retail markups and offer truly luxurious clothing at a more affordable price point.
What are your plans on introducing more products/lines? Will they all be on the 30-year concept?
We are always happy to repair any faulty garments but ‘The 30 Year Collection’ specifically comprises wardrobe staples that will never go out of fashion: plain coloured sweatshirts, t-shirts and jackets. Our next collection will be called ‘The Real Music Collection’ and features a wonderful print of my favourite rock n’ roll musicians of all time, as if they’re all playing together in a supergroup. 100 per cent of the profits of this collection will go to support the charity is help musicians.
Who are your core customers? Which parts of the world are you strongest in?
There is no typical Tom Cridland customer and that is a deliberate thing. Our clothing is for everyone, no matter your background, age or nationality. We sell to customers on every continent, though we obviously have big following in the UK and the US.
You have been called ‘a tailor to the stars’ why do you think the stars support you?
It’s been a huge honour to make clothing for people like Leonardo DiCaprio, Ben Stiller, Rod Stewart, Hugh Grant, Stephen Fry, Jeremy Piven, Nigel Olsson, Brandon Flowers, Robbie Williams, Nile Rodgers, Michael Portillo, Stephan Merchant, Frankie Valli, Daniel Craig, Neil Young, Danny McBride, Miley Cyrus, Clint Eastwood and Kendrick Lamar. That said, I can’t speak for them as to why they were interested in Tom Cridland clothing!
Tell us more about your love for music and ‘The Tomicks.’
‘The Tomicks’ is my rock n’ roll band. We have just recorded an album at The Village Studios in LA. I’m a lifelong fan of ‘70s music and I started making clothes for Nigel Olsson, Elton John’s drummer since 1969, three years ago and got inspired by him to take up playing music myself. I taught myself the drums by ear and began writing with my bandmate, a piano player whom I met backstage at an Elton gig. The writing went so well we started taking it more seriously and when Kenji Suzuki, Simply Red’s guitarist, liked our demos enough to agree to play bass and guitar on the recordings, I decided to use my business earnings to self-fund making the album properly at The Village. My girlfriend of 7 years, Debs, and I are lead vocals, Kenji’s on guitar and bass, Nick’s on piano and keys, I’m on drums. I wrote the lyrics. Nick and I wrote the music together. It’s currently being mastered at Metropolis in London and it’s by far the thing I’m most proud of in my life so far. The record will be released later on in 2017.
Tell us a bit about your team – design, production and retail. What parts of the business are shared between you and Debs Marx?
The production team are based in Portugal and Italy. We have logistics and fulfilment centre in England, an accountant, a graphic designer and a photography firm also in the UK. We then have one full-time employee, our Sales Manager, Becca. Debs and I design all the clothing and run all our business ventures together.
You are associated with many causes and you support many by sharing part of the sales proceeds. Which are the ones you believe most in? How do you decide what to support and what not to?
There are so many worthwhile causes out there that are worth supporting. I actively try to support charities doing things that I can relate to personally, helping people in need who are entrepreneurial or musical.
Also, tell us a bit about DEKI—that seeks to help entrepreneurs in the developing world and who you support from sales proceeds of ‘The Entrepreneur’s Shirt’.
DEKI is a wonderful and unique organisation based out of Bristol, where I went to University and met Debs. They wrote to me asking for support and saying yes to them was a no brainer. DEKI helps people in the developing world build long term sustainable businesses through funding and mentorship, giving them a hand up, not a hand out. It’s a fantastic idea and we want to do all we can to help them grow through sales of ‘The Entrepreneur’s Shirt’.
Please share your beliefs about the fashion business. Do you feel that the fashion industry is at a crisis point?
Sustainability is quite clearly not being treated as a priority in the fashion industry. One only needs to watch ‘The True Cost’ by my friend, Andrew Morgan, to unravel the grim world of fast fashion. Tom Cridland is now a brand that I not only want to make luxury clothing accessible to people with at a value price point. I want it to be the world’s number 1 sustainable fashion brand and for it to make sustainability fashionable in itself.
What are the key challenges in being innovative in fashion and what should be the right approach to fashion R&D across the value chain?
It is not hard to be innovative in fashion if you are a talented designer, as it is a creative led industry and there are an infinite number of lovely prints and patterns that can be put together. That said, the Tom Cridland innovation has been largely conceptual. The right approach to R&D is simple -—to focus on making the best clothing you possibly can, rather than trying to cut corners. We’re a small, independent brand and not driven by corporate greed. We’re free to design further things to keep our customers coming back to buy more. We’re not, however, willing to compromise and move towards the destructive fast fashion ethos.
And finally, please share your plans for India?
We plan to bring our world Sustainable Fashion Tour to India in 2018. The Indian press have been extremely supportive of our sustainable ethos and India is a wonderful country that I have visited before. 

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Tom Cridland

<p>Tom Cridland started his clothing brand in 2014 with a £6,000 government start-up loan upon his graduation from University. Initially specialising solely in creating the perfect pair of trousers, in 2015, Tom launched the 30 Years sweatshirt, a sustainable fashion project in the form of a luxury cotton crewneck backed with a 30-year warranty (essentially meaning free repairs).</p><p>Made with 100% organic cotton coated with a silicone treatment to prevent shrinkage, and reinforced seams to allow maximum durability, this timeless and gender neutral design offers a great alternative to today’s fast fashion dominant model.</p>

A sweatshirt by Tom Cridland that goes for another 3 decades

Tom Cridland's 30 Year Collection features sweatshirts, t-shirts, shirts and
jackets handcrafted out of Italian cotton, wool and cashmere. Every garment in
the 30 Year Collection is built to last a lifetime and backed with a signature
30 Year Guarantee. That means, should anything happen to the 30 Year garment
over the next three decades, the company will repair or replace it free of
charge.

