Creating demand for up-cycled, reclaimed and dead stock fabrics
To keep fabric out of landfill and our oceans.
Circular a visual labeling system, brand, and marketing strategy aimed at creating demand and desire for products made from reclaimed fabrics and materials that would otherwise be destined for landfills. The purpose of this consumer-aimed campaign is to complement and enhance efforts being made by government and industry best practices to expedite these important supply chain and production changes. This project began as an exploration into how to deal with the massive amount of fabric waste caused by the fashion industry and will be primarily focused on this industry, but the concept of consumer labeling for recycled, renewed and used products can potentially extend to other consumer products.
Brand Design
This is where circular fashion comes in Circular fashion is an emerging industry term to for apparel that is designed, sourced, produced, and provided with the intention to be used and circulate responsibly and effectively in society for as long as possible in their most valuable form, and hereafter return safely to the biosphere when no longer of human use. Basically, designed from the beginning with a goal of making the end of life of the product as safe for our planet as possible.
The Circular Fashion Identity System
An item can be considered “Circular” if it complies with the upcoming Ecodesign for Sustainable Products Regulations. This means the item will be made of a to-be-determined percentage of content made of recycled fibers, free of hazardous substances, and produced with respect for social rights and the environment. This will likely mean the clothing will be composed of long-lasting fabrics that eventually are able to decompose with low off-gas emissions. In order to gain higher adoption for this program, the Circular fashion identity system also seeks to promote the practice of upcycling and purchasing used clothing as it conforms with the ecological goal of diverting the materials we already have from landfills, burning, and waterways.
Logo in English and Spanish, French, Simplified Chinese, German, Hindi, and Japanese
The typeface is Poppins and is available on Google Fonts. The font was chosen for its weight and legibility and the ease with which fonts from different language characters can be applied to it for localization.
NOTE: in some languages “Circular” has been changed to “reusable”
Since Circular is not a brand itself, this creates challenges in how to express the value proposition by enhancing but not overshadowing the brand. Since circular can stand for new clothes or used fabric, copy and language are particularly important. For new clothing stressing the way an item is made, and being clear about the product being made to last beyond the initial buyer is important.
This global pandemic has inadvertently been a chance to do things differently; to experiment with new ways of thinking and prioritizing. It is also a time for reflecting on what past behaviors are no longer working.
We need to use the things we already have in a more sustainable way, for ourselves and our future generations.
