SHEIN's Consumer Report Holds Up a Mirror. We Should Not Look Away.
SHEIN published a 21-market, 15,000-consumer study on circularity. The trade press framed it as greenwashing. The data tells a different story.
All Cotton T-Shirts Are Equal. But Some Are More Equal Than Others.
The textile industry is learning what packaging learned decades ago: contamination kills recycling at scale. Purity alone is no longer enough — the material also has to be verified.
A 50,000-tonne polyester recycling plant doesn't need 50,000 tonnes of mixed textiles. It needs 50,000 tonnes of polyester.
Renewcell raised $200M and had H&M's backing. It filed for bankruptcy because the feedstock never arrived in the right form. The same question remains for the next generation of plants.
Running Is Booming. Sales Are Breaking Records. So Where Are Last Year's Pairs?
Running participation is at record levels. The brands that serve runners are posting record growth. So where do last year's shoes go?
Repair Gets the Spotlight. Take-Back Gets the Leftovers. That's a Problem
Repair is important. But for the vast majority of end-of-life products, it's take-back that needs investment.
The take-back counter is outperforming your paid social. You just haven't captured it yet.
The economics of take-back as a customer acquisition channel.
The Economics of Waste: How Fashion Normalised Destruction
Why brands and retailers now share the burden of end-of-life product management.
Scaling Impact Means Getting Over the Consumption Dilemma
The tension between sustainability goals and commercial reality.
Turning In-Store Shoe Take-Back Into Customer Connection
A case study from the Netherlands.
EU Textile EPR Is Now Law — Here's What Retailers and Brands Need to Do Next
The Waste Framework Directive is in force. If you sell textiles in the EU, you are now responsible for what happens after it's sold.
Utilitarian live in first Runnersworld and Intersport stores in Europe
European launch of the in-store take-back app, coinciding with the opening of The Loop circular concept store in Eindhoven.