Date Posted: Tuesday 29th September 2020
ASOS has launched its first circular fashion collection featuring 29 trend-led styles across clothing and accessories, all designed and made to meet industry-leading circularity principles, with no compromise on product or price.
The launch follows ASOS’ commitment at the Copenhagen Fashion Summit in 2018 to train all ASOS designers on circular design by 2020. Since then, ASOS has created and launched a training programme with the Centre for Sustainable Fashion, part of London College of Fashion, which has since been rolled out to all ASOS designers. ASOS is also a participant in the Ellen MacArthur Foundation’s Make Fashion Circular initiative, which drives collaboration between industry leaders and other key stakeholders to create a textiles economy fit for the 21st century.
To create the collection, ASOS defined eight bespoke design principles:
- Zero-waste design
- Minimised waste
- Recycled input
- Durability
- Versatility
- Mono-material
- Disassembly
- Upcycle
These eight principles are aligned to the three foundations of the circular economy, as stated by the Ellen MacArthur Foundation. Each product will feature a QR code on its garment tag, which customers can scan to visit and learn more about the circular design principles and how the product was made.
The ASOS Design Circular Collection is now available online at asos.com.