Asos launches first circular collection as recycling becomes more important

By

Sandra Halliday

Published
Sep 29, 2020

Fashion e-tail giant Asos has launched its first circular fashion collection following a collaboration with the Centre for Sustainable Fashion. The offer features “29 trend-led styles designed with industry-leading circularity principles, with no compromise on product or price”.

The company had committed two years ago at the Copenhagen Fashion Summit to train all of its designers on circular design by 2020 and it has launched a number of wider educational initiatives with UK fashion schools since then.

The new collection puts all of its learnings into practice with a focus on zero-waste design, manufacturing that minimises waste, using recycled materials, selecting materials that will last longer, and creating items that can adapt to multiple ways of being worn. It’s also avoiding too much material mixing that can hamper recycling efforts, and creating products that will be easier to recycle at the end of their life.

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But the company said that the collection is “also fashion-forward and led by the season’s biggest trends, challenging the misconception that circular and sustainable clothing can’t be fashionable”.

That means “oversized styling and 90s prints, in everything from micro prints to acid wash, original blue denim, cargo pants, and bumbags”.

The “standout trend pieces” include “colour-drenched tailoring, oversized cardigans and tees, mix and match stripes, square neck volume dresses, and mix-and-match jewellery, all in this season’s key colours – brown, lilac and neutrals”.

Each product also features a QR code on its garment tag, helping consumers learn more about the firm’s circular design principles and how the product was made.