Five mistakes to avoid when building a Next Gen circular fashion brand
A real-life example of navigating circularity in a world of fashion
I had my first idea for Well Rounded back in 2021. My son just went through a growth spur and I was looking for responsibly made underwear for him. I was also kind of looking for myself and this quest led me to a few sustainable brands for adults. But when it comes to children, there was so little offer that would correspond to my - rather basic - requirements.
What I was searching for was:
Certified non-toxic product
Material that can be recycled or biodegrade at the end of life, leaving no harmful traces after it's gone
Product made by people who are well paid and treated, all the way up the supply chain
Essentially, what I wanted was to find a product that was good - for the people who wear it and who make it and for the planet. And I couldn’t. So I thought back then it was a good idea to investigate if I could have one made myself. This thought started a life changing experiment to see if doing the right thing was possible.
Do I still think it was a good idea? Abso-effing-lutely. It was one of the best, most eye-opening and inspiring projects I have ever done.
As we are one week away from the launch, I wanted to share the main take-aways from the process of actually developing a circular value chain and product in Europe. I’ve learnt a lot and I am sharing it in the hopes that it can inspire or help someone in their journey towards doing the right thing.
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