Once considered a fringe movement, circular fashion is rapidly becoming a mainstream business reality. The linear model of ‘take, make, dispose’ that has long dominated the apparel industry is no longer sustainable, as evidenced by the staggering statistic that global garment production has doubled since the year 2000. Forward-thinking brands are proving that growth doesn't have to come at the expense of the planet, or profit.

From Mumbai to Vancouver, brands like I Was A Sari, Lucy & Yak, and tentree are showcasing a circular approach, one that designs out waste and keeps materials in use is not only ethical but also financially sound. These brands are setting a new standard for the industry, showing that circularity is not a charity-driven experiment but a viable business model with healthy margins, strong brand equity, and a head start on looming regulations.

Here is a look at more brands and startups that are weaving circularity into the very fabric of their business.

More than a trend, case studies in circularity

These companies are rewriting the rules of fashion, proving that waste can be transformed into valuable resources.

For Days (US): For Days has built its entire business around the concept of a closed-loop system. Their model is simple yet revolutionary: customers buy their high-quality organic cotton basics, and when they're done with them, they can send the items back to be recycled. In return, they get a SWAP credit to purchase new items from the brand. This unique system eliminates textile waste and encourages a more mindful approach to consumption. The company's innovative take-back program not only reduces landfill waste but also creates a continuous supply of recycled materials, proving that a brand can be both profitable and planet-friendly.

Pangaia (UK): Pangaia is a materials science company that uses its fashion line as a platform to showcase its innovations. The brand's focus is on creating textiles from sustainable and recycled sources, such as their C-Fiber, a material made from seaweed and eucalyptus pulp, and their Flwrdwn, a down alternative made from wildflowers. Pangaia also offers a take-back program for its products, ensuring that materials are either recycled or composted at the end of their life. This brand shows that investing in research and development for sustainable materials can be a powerful engine for a circular business model.

re-inc (US): Founded by soccer stars Megan Rapinoe, Tobin Heath, Christen Press, and Meghan Klingenberg, re-inc is a purpose-driven lifestyle brand that challenges the status quo. Their business model is a great example of upcycling, where they transform deadstock fabrics and vintage garments into new, unique pieces. This approach not only prevents textile waste but also celebrates creative reuse. By giving new life to forgotten materials, re-inc creates a product that is both environmentally conscious and artistically distinct, appealing to a consumer who values originality and sustainability.

The Renewal Workshop (US): This B Corp is a prime example of a business that enables other brands to become more circular. The Renewal Workshop partners with apparel companies to take their unsellable returns and damaged inventory, repair them, and then resell them as ‘renewed’ products. By rescuing these garments from landfill, they help brands recover value from what would otherwise be considered waste. The company also provides detailed data to their brand partners, giving them insights into their supply chain and product durability, which helps them design for circularity from the very beginning.

The bigger picture, from challenge to opportunity

The success of these brands highlights a clear shift in consumer values. Shoppers are no longer just looking for a good price; they are seeking transparency, ethical production, and a positive environmental impact.

As the EU and other regulatory bodies prepare to implement stricter rules on textile waste and producer responsibility, brands with established circular models like those mentioned above will have a significant competitive advantage. They have already built the infrastructure and consumer trust necessary to thrive in this new landscape. For business leaders, the message is clear: circularity is not just a moral imperative, but a strategic one.

The question is no longer ‘if’ your business should embrace circularity, but ‘how’. What part of your value chain can you rewire to reduce waste and unlock value?