The fashion industry is embracing blockchain technology, with virtual clothing, digital twins and collectibles dominating innovation in the space. Missing from the conversation are the use cases for Circular fashion.
Circular fashion refers to mindfully designing, sourcing and producing fashion with the intention of extending use, circulating responsibly and sustainably returning to the Earth.
The fashion industry is primarily linear, meaning that you buy a pair of jeans and when you outgrow or get tired of them, they end up in a landfill. Yes, you may donate them, but most of this clothing still ends up in a landfill.
With circular fashion, these jeans may be recycled into new pants or even turned into a tote bag. The focus is avoiding the need to buy completely new garments and instead use what’s already circulating in the world.
Independent creatives like Necoda Matthew Designs are providing education around circular fashion and 1-of-1 pieces for the conscious consumer. These creatives are showing that circular fashion provides a way for consumers to express their unique style with one of a kind pieces while doing good for the planet.
Innovative brands and startups are integrating three main techniques to encourage circularity:
Reduce - reducing waste along the production pipeline & producing with natural materials that can sustainably return to the earth
Recycle - making products from recycled materials and ensuring products are recyclable themselves
Remade - remaking products with recycled materials that are just as long lasting as their predecessors
Each of these pillars relies on collaboration, from the supplier to the consumer. Circular fashion encourages holistic relationships. Similarly, Web3 is based on the foundation of decentralization and coordination enabled by an empowered community.
There seems to be an obvious, but neglected connection between the two innovation strategies. Many new loyalty programs, powered by NFTs or tokens, are primarily focused on encouraging new buying habits for virtual goods. As we’ve shifted more of our lives online, virtual expression has become more important to the everyday human and brands are recognizing that.
To be fair, it’s hard not to spend hours customizing your own character in a new video game. During the pandemic, Animal Crossing gave us all mini islands to personalize and virtual farming lives to live however we chose. It was a cultural moment during a time of social disconnection. It showed that when our opportunities are limited in the real world, we turn to virtual spaces to fill in the gaps.
But when it’s time to reanimate our legs that have started to feel tingly in that spicy way, we remember how much more attention the real world needs from us. And, that it’s not something we can continue to ignore.
What if instead of siloed sustainability and blockchain innovation, we introduce harmony between the two and focus on how to align goals for mutual good?
Companies like Chainlink are making it possible for smart contracts to connect to real world events and actions. Using decentralized oracles - IoT data, web APIs and any off-chain data provider can securely interact with the blockchain. This means that NFTs and tokenized initiatives can be affected by real-world engagement, enhancing programs beyond the boundaries of our screens.
For example, instead of focusing on circularity in virtual goods like H&M’s Loooptopia, what if more brands rewarded customers for shipping back unwanted garments and used those materials to create new pieces? Companies like Teemill are doing just that, designing their shirts to be recycled and shipped back to their warehouse to be recreated into a new t-shirt while rewarding the customer with store credit. Large brands can automate these processes with dynamic smart contracts that instantaneously reward customers for completing actions like these while cultivating stronger brand loyalty.
This is just the tip of the iceberg when it comes to integrating blockchain technology into circular fashion. There are a myriad of ways to creatively encourage your customers to contribute to positive change. The opportunities offered by blockchain technology only make it easier and more fun to cultivate these symbiotic relationships with your community. We’ll explore more examples in the next article, Circular Fashion On-Chain Pt2: 1-of-1!
Alexandria Rowan is a gender-fluid, queer web3 innovation producer, blockchain-technology focused entrepreneur, connector and creative strategist. She resides in LA with her two cats and rides a motorcycle to retain a ‘devil-may-care’ image.