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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

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

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

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

Innovation

Operating networks and software that enable the exchange and broadcasting of information, such as entertainment and internet software, television, cable, satellite or radio broadcasting systems, and cellular, wireless and/or fixed-line telecommunications services

Software and Communications

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

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

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

Designing to enable multiple uses and lifecycles of a product and its materials

Design for cyclability

Industry peers to industry peer collaboration to create joint value and identify synergies

Industry collaboration

Working together with stakeholders and parties in other unrelated industries to implement circular economy strategies and opportunities

Cross-industry projects, pilots

Solidify definitions and create frameworks to support the understanding of the circular economy across contexts and maintain cohesive systems of data sharing, processing and storing.


 Knowledge Management

Research and facilitate new technological developments to aid the transition to a circular economy.

Research and Development

Raise awareness and run information campaigns about  strategies for and impacts of the circular economy in different contexts.

Communication and awareness

 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

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

CE Materials

Impacts

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Industries

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Materials

Nace Sectors

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

Topics

Urban Opportunities

Whilst no two countries are the same, there are still obvious similarities between some of them, with discernible development patterns and parallels in evidence. Common problems and shared solutions help place unique country identities and individual issues in context.

Whilst this classification is far from clear-cut and exhibits some overlap, it does underline how the discourse on transitioning to a circular economy needs to account for both differences and commonalities, if we are to arrive at a more strategic and instructive analysis. It also allows to highlight a set of key themes that are likely to be central to the countries that fall under the respective profiles. 

Country profiles (Build, Grow, Shift)

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A framework to distinguish between different country profiles and their circular transition needs.

Browse case studies by type of implementing stakeholder.

Implementing stakeholders

80+ circular strategies for product development 
organised hierarchically into three tiers
with tier 1 and tier 2 based on the Key Elements Framework

DISRUPT

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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The Circular City Actions Framework provides urban changemakers with five complementary strategies they can use to start working towards a more circular system. 

The framework is action-based to provide users with concrete strategic directions and showcase the desired outcomes of each strategy. 
The framework consists of five complementary **strategies**, under which **sub-strategies** provide further detail. Finally, each sub-strategy consists of a diversity of tangible **solutions** which are framed in relation to key thematic areas. 

Note: solutions are currently focused on:
- 🍏 **Food systems**
- 🏢  **Built environment**
- 👕📱  **Consumer goods**
- ⚡ **Energy Systems**
- 🚌 **Mobility Systems**
- 💧 **Water Systems**

More thematic areas are coming soon...

'Click through each of the five strategy cards below to explore the framework and circular economy case studies in more depth!'



This framework was developed in collaboration with ICLEI, Metabolic and Ellen MacArthur Foundation with support from the MAVA Foundation. Read more about it [here]( https://circulars.iclei.org/action-framework/). 



Circular City Actions Framework

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An action-based framework for local governments working towards circular cities

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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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 For CFS+ in 2020, we partnered with Ahluwalia, a pioneering fashion brand renowned for a design-led approach to sustainability, to demonstrate the opportunities to enable circular systems through digital labeling solutions. 
In collaboration with Avery Dennison, for their SS21 collection, Ahluwalia designed a bespoke label, which once digitally activated has the power to tell the past, present and future story of the garment. If we can understand the past, we can unlock the present, and connect the future of our garments to their past. 
To learn more about enabling circularity with digital solutions and connected labels, watch our explainer video here. 

United Kingdom

Europe

Denmark

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Avery Dennison Corporation is a global materials science company specialising in the design and manufacture of a wide variety of labelling and functional materials.

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Avery Dennison

Luxury brand producing using surplus and vintage materials. Founded in 2018 by designer Priya Ahluwalia

Ahluwalia

The Copenhagen Fashion Summit, created by Global Fashion Agenda, has been an annual event drawing together the fashion industry to discuss sustainable solutions within the industry. 

Copenhagen Fashion Summit

<p>Ahluwalia partnered with Avery Dennison to pilot their QR code labelling system as part of Copenhagen Fashion Summit's 2020 online event (CFS+) for the Designer Challenge series. The QR code provides transparency and a means of storytelling, allowing consumers to connect the garment's past, present, and future within one label. Ahluwalia has incorporated smart labelling into the SS21 collection.&nbsp;</p>

Ahluwalia's partnership with Avery Dennison to provide digital storytelling through QR codes

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This collection features a selection of inspiring examples of the circular economy, compiled in the context of the Switch to Circular Economy Value Chains programme (SWITCH).

Launched in 2020, SWITCH is a five-year initiative that assists EU multinational companies and their suppliers from developing countries to switch to more circular economy approaches and practices in three selected value chains: [Plastic Packaging](https://knowledge-hub.circle-lab.com/switchtocircular/search?collections=832%3D0&framework_elements__5=111), [Textile & Garments](https://knowledge-hub.circle-lab.com/switchtocircular/search?collections=832%3D0&framework_elements__5=99), and ICT and Electronics.

The overall objective of SWITCH is to support the “transformation towards a circular economy”, and to contribute to sustainable growth, low carbon and climate resilient development, decent jobs creation, and a safer, healthier and pollution-free environment.

SWITCH is co-funded by the European Union and the Government of Finland, and implemented by UNIDO, in collaboration with Chatham House, Circle Economy, and the European Investment Bank.
Learn more at www.switchtocircular.eu

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Switch to Circular Economy Value Chains

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

Increase Awareness

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 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 upgrade programmes or upgrade services for products or parts of products

Product upgrade

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

Customer dialogue, marketing 

Connecting products and services into the internet of things to identify, enable and/or implement circular strategies (eg. effective resource use & logistics planning, circular business models & design)

Internet enabled, connected operations

Installing sensors to gather data from products and services to identify, enable and/or implement circular strategies (eg. effective resource use & logistics planning, circular business models & design)

Sensors, monitoring systems

Imagine being able to scan a QR code on a jacket that is no longer wearable and receiving clear directions for how to recycle it. Or being able to scan a code that will allow you to make sure a Telfar bag is authentic.
That’s the type of future Avery Dennison envisions for apparel and other consumer goods. And it’s a future that might not be too far off. In early October, the label manufacturer announced a partnership with Certilogo, the digital authentication platform, to enable the latter application.
GreenBiz caught up with Michael Colarossi, vice president of product line management, innovation and sustainability at Avery Dennison, to discuss how the company sees its technology addressing the issue of textile waste and solving the apparel industry's broader sustainability challenges.
"I would say the primary route that we're thinking of the technology helping to address, that it's really an enabler, and to be that provider of information,” Colarossi said. "There is really only one thing on a garment that communicates, and that is the label. Whether it's providing brand identity or whether it's providing technical information on the garment itself, that is the only communication device that brands and consumers — or anyone in the supply chain — has to really understand more about that garment. So, we see that label as a communication vehicle to help enable some of the solutions."

While this technology will help drive the circular economy and it will provide or help shine a light on some of the other areas, it is one part of solving the bigger challenge that the industry faces in terms of sustainability.

But Colarossi acknowledged that labels are just one piece of the solution puzzle. 
"While this technology will help drive the circular economy and it will provide or help shine a light on some of the other areas, it is one part of solving the bigger challenge that the industry faces in terms of sustainability," he said. "It's important that we don't lose sight of the other things that we have to go target to make certain that this industry continues to reduce the impact that we have on the environment and improves the impact that we have on the communities in which we operate."
This interview has been lightly edited for length and clarity. 
Deonna Anderson: Can you give me an overview of where Avery Dennison is with this new technology? I heard one of your colleagues talk about it at Circularity 20, so I'm curious about where things stand. 
Mike Colarossi: We have the capability today of creating a unique digital ID for, really, any piece of apparel, footwear or — in the future — really any consumer good. And then, we have the ability of printing that in a variety of formats, whether that's on a label, on a hangtag, on a fabric label, or we have the ability to create a technology trigger — for example, with our RFID technology. Through the combination of a unique digital ID and a variety of digital triggers, we can enable different consumer experiences. 
The capability exists today to do it. We partnered with Ahluwalia [a ready-to-wear fashion company] for Copenhagen Fashion Summit to create a label that was entered into her garments with a specific purpose of creating or enabling the circular economy, which is one of the use cases that we're exploring. But you can imagine that there's a variety of other use cases that we're looking to unlock as well — anything from consumer engagement and creating and working with brands to create a unique story or a different way to engage with a consumer or to provide sustainability information in a digital way on a product; or to provide care and content information on the product; or to enable the circular economy or to even think about the future of retail and how are consumers going to engage in a store, whether it's with customization of personalization or engaging in a store to provide information on a product and thinking through how that technology can annihilate that. The technology exists. 
We can make it happen today, and what we're doing is we're standing up, over the next several months, a series of what we call "Lighthouse Projects" to really test out the different hypotheses and use cases that we have. 
Anderson: Are those pilot projects?
Colarossi: Yes. Think of it like in the agile sort of framework where we've got pilot projects that we're going to get into the market. We're going to test, we're going to learn and then we'll continue to iterate the solution as we go forward. But we're talking with a number of the major sports brands in Europe and in the United States, some of the fashion or luxury brands in Europe, and then, we're also engaged with organizations like the United Nations or the [European Union] who are looking to change regulations as it regards to transparency of information that brands are required to supply consumers with. We've got a number of these use cases or partnerships that we're developing to stand up the technology and demonstrate it in a variety of these different formats. 
Anderson: As you test and develop these partnerships and continue to iterate the technology, what do you hope the impact is overall? 
Colarossi: The vision first is that every product will be born with a unique digital ID. And then, the hope is, once you have that unique identifier on a piece of apparel or a piece of garment, we can then enable or solve some of today's biggest challenges.
For example, today, it's very difficult to recycle garments because a consumer either doesn't know how or where to return a garment to be recycled or the recycler themselves doesn't know the content of that garment so they don't know what recycling methodology they should be using. That's an example of solving one of the biggest challenges that we have in terms of waste within the apparel supply chain.
Another one is the resale market. One of the biggest challenges that resellers have — particularly in the luxury space — is understanding if a product is authentic or not, and the consumer has the same challenge. In an attempt to enable that circular economy or the resale side of that economy, providing a unique ID would allow that consumer or allow that reseller to immediately authenticate it with a scan of their phone. [We’re] really looking [to address] some of those big challenges with the unique identifier that we're able to apply to a garment. 
Anderson: You mentioned working with a company in Copenhagen, and I know that partnering with other companies and organizations is going to be the way that you really drive this solution forward. I'm curious if you can share any other examples of folks that you're already working with? 
Colarossi: I shared Ahluwalia, of course. We’re [also] working with the U.N. They have an effort where they're looking to change the way in which you communicate information or the requirements that you have — or brands have — in terms of communicating how a garment was made. So, we're involved in helping establish that standard for the industry. We've also engaged with a recycling network on the east coast of the United States. It's looking to bring together brands, recyclers, and in companies like Avery Dennison, to create a complete circular system in the U.S.
And that's interesting because that's a consortium of companies that represents all different supply chains. And so, we're working with that organization to develop and basically be the provider of all that shared content information and enabling the circular economy. Those are two examples.

 




Anderson: Living in the age of coronavirus, it seems like consumers might be getting more comfortable with QR codes and the different types of codes they can scan with their phones. Since consumers might be more aware of how these types of technologies work, do you think adoption will be easier when brands start using these labels at scale? 
Colarossi: I would say it depends on the region of the world. For example, in China, where people are now accustomed to using WeChat to pay for everything via QR code on their phone, scanning a QR code is second nature. In the United States, where that technology hasn't proliferated as much, there still is an education effort required. We even noticed that with some work that we've done with brands, we still have to provide the hint or the identifier on the garment that says, "Hey, you need to do something" or "You could engage." 
I think COVID will change it from the perspective that more people are going to be using technology to get information. It will change it from the perspective that a lot of us are going to be doing things online, more so than ever. I think there are those sets of opportunities. But I still think there's an education effort required. 
Anderson: What do you think it would take for QR codes and RFIDs to be just a widely adopted part of a label on products across brands? And when do you think it will get there?
Colarossi: I think many brands today are considering it. But I think it's still a very new space, and companies like Avery Dennison, we have an obligation to help the industry imagine what's possible. So, the QR code is interesting, and putting a QR code or RFID or MSC or Bluetooth or any technology into a garment is interesting. What's more interesting, though, is what does it enable? And what we're finding is that because it could enable so many different things, that could be an overwhelming problem and challenge for brands, for factories, for recyclers — for anyone in the supply chain to really imagine.

We recognize that the industry is on the cusp of change — whether that is the trend on consumption, the issues that the industry faces on waste, or the issues that the industry has historically struggled with on transparency of their supply chains.

I think we're still fairly early in adoption. My belief is within the next three to five years, you're going to see it proliferate. ... It will be aided by a few of the brands that are going to be standing up pilots in 2021 and consumers getting comfortable with seeing that and understanding what we are supposed to do with this. And then, I think there are likely to be changes in regulations that are going to require us to think differently about the value of a QR code and communicating a lot of information in a very little amount of real estate on a garment. So, I think those three things combined: You'll probably start seeing it move here in the next three to five years. 
Anderson: Why is it important for Avery Dennison — and also for the companies that you will eventually partner with and that you're already partnering with  — to be doing this type of work right now? 
Colarossi: I think that there are probably two or three reasons. The first is that we recognize that the industry is on the cusp of change, whether that is the trend on consumption, the issues that the industry faces on waste or the issues that the industry has historically struggled with on transparency of their supply chains. We're seeing a trend where brands and consumers alike are placing a lot more importance on addressing those things. And if Avery Dennison can be part of the solution through technology, that is a space that we want to be investing in and we want to be enabling for the industry. So, I think that's the first reason. 
I would say that the second reason is that we do believe that the industry — and all industries, frankly — will become more digital. And we, as a business, need to figure out how we are going to play in that market as well. So whether it's digital solutions, whether it's digitizing our supply chains, whether it is creating new customer experiences through new digital transformation, this is part of an overarching strategy that Avery Dennison has to become more digitally oriented and data-centric in the future. And I think that will help us just continue to be a sustainable business in the broadest of terms. 
The company's been around 80-plus years. We plan to be around 80-plus more years. And this is part of our strategic vision that we need to continue to invest in the space of digital. 


 Today’s and tomorrow’s consumers expect to buy what they want anytime, anywhere, wholly on their terms. Understanding how to properly fulfill this evolving, unpredictable channel demand is a key strategic focus in today’s retail market. 
As a result, apparel and footwear brands and retailers have been some of the first to add RFID and digital identities to every product, with the goal of optimizing the consumer experience and further driving conversions. According to Auburn University, apparel retailers currently have 65% inventory accuracy without RFID. With RFID, the rate improves up to 99%. The key metrics from the brand and retailer perspective is to improve inventory accuracy and brand security to create a more satisfying omnichannel shopping experience that is focused on maximizing convenience and utility. 

Giving consumers what they want – and more

With Avery Dennison digital ID technologies, brands and retailers can give consumers what they want – a simple, convenient and transparent shopping and brand experience. By utilizing RFID apparel retailers are radically optimizing supply chains, authenticating brand integrity and engaging their customers in a world class consumer experience.

While comprehensive touchless solutions of course provide maximum benefit, Avery Dennison offers an implementation vision to enable these key use cases across the full supply chain from factory to consumer: 

The first step is to get all items RFID tagged at source and set the foundation from factory, to distribution centers and stores in order to maximize inventory accuracy across the entire supply chain.
The second step is to optimize supply chain operations and maximize omnichannel business value with new consumer delivery trends like buy online and pick up in store, ship from store, curbside pickup and same day delivery – while also making sure that in store shoppers can find exactly what they are looking for. 
The third step is to look at other applications that are enabled by these touchless technologies even beyond inventory accuracy optimization. This includes POS checkout, loss visibility, as well as bringing the product to life via an EPC enabled QR code or NFC tag to enable richer consumer interactions.

The evolution of retail 

Retail is evolving from the traditional push model to a future ‘Internet of Things’ model. Now, new models are emerging and, as familiarity with the technology grows, the digital ID “ecosystem” powered by RFID, NFC, QR, Bluetooth and more is predicted to produce even more exciting and profitable applications. 

Inventory accuracy: Digital is ubiquitous, and shoppers are becoming increasingly channel-agnostic. Accurate inventory management is crucial to enable full stock visibility and guarantee a product’s availability for the customer — no matter the channel. 

Brand protection: Product authentication is key for brand trust and to combat counterfeiting. Our atma.io connected product cloud enables brands to digitize their entire production line and give customers the certainty of purchasing an authentic product.
Circular economy: Re-use, recycle, re-imagine. Giving clothing a new lease of life is more and more crucial for consumers and brands alike. RFID labels with a corresponding QR code or NFC tag can provide information about a garment directly to the consumer: How to wash it to prolong usage, what it is made of, closest recycling points, etc., supporting a more conscious approach to apparel production and consumption.
Consumer engagement: Directly connecting your brand to your customers is more and more crucial in a world full of information overload. With RFID, shoppers can interact with your product in a way that goes beyond the point of sale, without the need for ambassadors or middlemen. Our atma.io connected product cloud enables brands to digitize their  enables brands and retailers to connect and communicate with consumers via their products. By assigning each item a unique digital ID and “digital personality”,  brands can transform their marketing efforts, increasing customer engagement while also capturing real-time data and consumer insights for every product, from manufacturing to end-of-life.
 

California

<p>Global material science company Avery Dennison has collaborated with footwear and apparel brands to create and manufacture RFID and Digital ID labels that boost customer engagement by providing a conducive and transparent shopping and brand experience. Digital tagging powered by RFID, NFC, or QR allows for complete supply chain traceability and brand authenticity, directly engaging customers and boosting supply chains whilst capturing real-time data and consumer insights. This technology is set to help drive the circular economy by directly providing the consumer information about care to prolong use, material composition and end-of-life recycling.</p>