CIRCULARITY.

Circularity will be the biggest disrupter in the fashion industry in the next decade.

The industry has an oversupply problem, which is an environmental problem as well.

Few are under any illusion about the scale of the challenge.

It is not the kind of revolution that can be led by a few, a collective effort is required. 

The ecosystem is fragmented, with no single-player accounting for more than 1 percent of the market. 

​Consumer buying habits will not slow down.

The fashion industry should move to deeper partnerships that bring greater agility and accountability. 

McKinsey State of Fashion Report 2021. 

"Slogan tees have become a very prevalent part of the fashion landscape, partly in thanks to the rise of social activism. The slogan t-shirt became a symbol of a silent protest.

The irony of it? Stores are producing so many of these t-shirts, that many end up in discount bins. So even if a t-shirt bore a slogan reminding the world to care for the depleting forests, it often just ended up in a landfill somewhere. So much for making a statement about saving the earth. 

Perhaps the future of the slogan tee isn’t just about making a statement anymore, but in how one’s buying actions support these catchy one-liners." 

Aaron Kok, A Magazine.