This fall, online retailer ASOS is launching its first collection of circular fashions. A collaboration with the Centre for Sustainable Fashion, the 29 women’s, men’s and unisex styles aim to prove that eco-friendly clothing can also be chic.

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Circular design refers to a constant recycling loop, with no materials ending up in the landfill. Instead of waste, ASOS aims to create an endless series of new fashions. According to ASOS, each style from the autumn collection meets at least two of these three goals: designing out waste and pollution; keeping products and materials in use; and regenerating natural systems.

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To create the new Fall 2020 collection, ASOS designers put together a set of goals. First was to attain a zero-waste collection, or at least to minimize waste. When possible, they chose materials that were already at least partially recycled, yet still durable. The designers also aimed for versatility, so that each garment could be styled in multiple ways. The collection also makes use of upcycling, or turning something old into something new. Using one recyclable material for the entire product, called a mono-material approach, means that at the end of each garment’s life, it will be easier to recycle. The fashions were also created with eventual ease of disassembly in mind.

Some of the new collection’s items include oversized dresses, pants, blouses, shoes and denim. Black, white and lavender are some of the line’s recurring colors.

The new line is a direct response to ASOS’ promise at the Copenhagen Fashion Summit in 2018 to train its designers in circular design by 2020. In the last two years, ASOS has started a training program in conjunction with the Centre for Sustainable Fashion, which is part of London College of Fashion, to educate all ASOS designers on sustainable fashion principles.


Image via ASOS