The fashion industry is known to generate 11.3 million tons of textile waste annually, with 2,150 clothing pieces discarded per second. This crisis is largely fueled by fast fashion, leading to almost 71 per cent of the respondents to Kearney’s 2024 Circular Fashion Index saying, they were willingly to pay a premium for more sustainable options. However, only 25 of the total surveyed 235 brands actively embrace circularity, adds the Index.

Once competitors, Smartwool and icebreaker now unite under VF Corporation to challenge fashion’s wasteful model. Smartwool’s Second Cut™ Project collected 1 million+ old socks for recycling, while icebreaker strives for a 100 per cent plastic-free supply chain. Their initiatives offer resale, take-back programs, and ZQRX-certified regenerative wool, ensuring full traceability from farm to fashion.

Made from repurposed yarn, Smartwool’s Second Cut™ Hike Sock bagged the ISPO Award 2023 for its groundbreaking sustainability efforts. Meanwhile, icebreaker reached 96.14 per cent plastic-free by 2024 and transparently reports its progress - aligning with 73 per cent of consumers who demand brand accountability.