Green Consumers Push Demand for Recycled and Re-sale Clothing

Concerns about the environment are spurring changes in style choices, shopping habits and all aspects of clothing manufacturing. Designers and retailers are responding, sometimes in very innovative ways. Green requirements for clothing are expected to be in place in the EU by 2024, calling for single-fiber clothing which is easier to recycle than clothing that contains a mixture of fibers, say, a pair of jeans that is 98% cotton and 2% spandex. Less than 1% of the world’s clothing is currently recycled into new garments. This is exacerbated by inexpensive fast fashion which consumers wear and shortly discard in favor of newer styles. The proposed EU legislation would affect textile producers, clothing manufacturers and retailers not only in the 27 member states, but also in other countries.

SPOTLIGHT: On Holding AG’s Running Shoes Sold by Subscription and Eventually the Material is Recycled

Swiss performance sportswear brand On (www.on-running.com) was founded in 2010 and currently has a presence in more than 60 countries. Starting in 2022, On launched the Cloudneo running shoe on a subscription basis. Runners pay $29.99 per month for a never-ending supply if they agree to ship worn-out pairs back to the company for recycling of the materials. The process affords the company’s ability to lock in raw materials supplies for new shoes, thereby reducing waste. The company ultimately hopes to have 90% of its shoes returned for recycling.

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