Fashion Industry Makes Progress on Sustainability, but Still Struggles With Circularity

Kearney's report identified the top circular brands including Patagonia, The North Face, Gant, OVS, Levi Strauss & Co., Coach, Gucci, Lindex, Lululemon and Madewell.,” is the fourth edition of a study that measures fashion brands’ efforts toward extending the life cycle of their products.“Overall, today’s global fashion industry still struggles to work in a circular manner,” said Brian Ehrig, a coauthor of the report and global fashion and luxury lead at Kearney.

“Brands must move away from making siloed design decisions,” said Dario Minutella, Partner and coauthor of the report. “In fashion at least, the whole has always been greater than the sum of its parts. That has not changed. Brands aren’t just selling materials like cotton or polyester. They are selling a completely designed product, therefore rethinking of traditional design approaches is at the core of creating a circular economy.

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