Circularity – the future of fashion

"Waste is a design flaw”
“For us, sustainability and circularity mean being part of an ecosystem - and maintaining its balance,” says Nanushka Creative Director Sandra Sandor.

“Circularity is a core pillar of Nanushka’s sustainability strategy, and it operates on many levels, from design principles to resource utilisation.”

Circularity means reducing resource consumption, extracting the maximum value from what we produce and extending the life cycle of garments through repairing, renting, reselling or recycling. It’s about making sure that at the end of its life, a product can be put back into either the biological or technical cycle.

“Circularity starts with design, as well as rethinking our systems,” Sandor continues. “There’s a saying: ‘Waste is a design flaw.’ Look at how to reuse things, how to repurpose materials that you already have in stock. If you can find a use for that, you are removing the need for more raw materials.” Design is not only an act of creativity and expression – it also has a substantial role to play when it comes to circularity.

Nanushka’s designers think systemically and holistically, unpacking the functions of the garment, as well as the impact it will have on the environment and the processes involved in making it. Design has to take into account: durability (material and processing choices); recyclability (material choices, renewable energy and water treatments); and traceability (enabling greater longevity and giving clothing a second life). We put great emphasis on designing clothes that are versatile and can be used for multiple occasions, designing with the intention of selling something that will be passed down from generation to generation. Longevity, versatility and functionality are the key values in our design process.

The circularity initiatives that Nanushka has already implemented include:  

 • The launch of repair services at all of our retail locations, past the warranty period 
• A partnership with EON to create Connected Products   
• Reusing leftover materials in our collections, donating and repurposing all that we can    
• Supporting design in implementing circular design principles and developing a circular design framework and guide   
•The launch of rental with partners such as HURR and Rent The Runway

Through circularity, we aim to phase out substances that might harm ecosystems and human health, use renewable energy, and design products and materials that can be reused. To that end, we want to achieve greater sustainability and improve our social, cultural, ecological, and financial systems.