From Fast Fashion to Forever Fashion: Meet the 10Rs

Circularity has come a long way. While the idea of using resources more efficiently dates back to the 18th century, today’s circular economy is much more than just waste management. Over time, thinking around circularity has evolved through three big phases: 

• 1970–1990s: Tackling Waste – The focus was on controlling pollution and managing what was already thrown away, with the first 3Rs (Reduce, Reuse, Recycle) gaining attention. 

• 1990s–2010: Connecting Input and Output – Businesses started looking upstream, designing products and processes to prevent waste before it happens, while also tracking products through their lifecycle. 

• 2010–Present: Maximizing Value – Today, circularity is about keeping materials and products in use as long as possible, finding new ways to retain value, and collaborating across the supply chain to create more sustainable business models. 

As the concept has evolved, the original 3Rs have expanded into a more detailed 10Rs framework. For the apparel industry, which faces huge challenges with fast fashion and textile waste, the 10Rs offer a practical roadmap for making every jacket, shirt, or pair of pants count longer — from design and use all the way through to recovery. 

1. Refuse 

SAY NO TO WASTE FROM THE START

Brand A commits to producing only timeless, high-quality jackets made with durable fabrics and versatile styles. By refusing to chase short-lived trends, they avoid overproduction and excessive consumption, making intentional design choices that consider a jacket’s end-of-life from the very start. 

2. Rethink 

CHANGE THE RULES OF THE GAME

Instead of designing jackets with a single linear purpose, Brand A embraces modular design. Customers can swap out detachable hoods, linings, or sleeves depending on the season, extending the jacket’s functionality and lifespan. This shift reimagines not only the product but also the relationship customers have with it—less about replacing, more about adapting.

3. Reduce 

DO MORE WITH LESS

During production, Brand A prioritizes minimal resource use. Jackets are manufactured with recycled fibers, non-toxic dyes, and efficient cutting techniques that reduce textile waste on the factory floor. By carefully managing material inputs, the brand reduces its environmental impact while still delivering a durable product that lasts. 

4. Reuse 

PASS IT ON

Once a customer is ready to move on, the jacket doesn’t go to waste. Instead, it’s collected, cleaned, and resold through a brand-certified resale program. The same jacket gains a second life in someone else’s closet, proving its value beyond a single ownership cycle.

5. Repair 

MAKE IT LAST

If the jacket starts to show signs of wear—a broken zipper, a loose seam—Brand A makes repair easy. Whether through DIY repair kits or in-store services, customers can extend the jacket’s life instead of replacing it, keeping it in active use for years to come.

6. Refurbish 

REFRESH FOR A SECOND LIFE

Returned jackets that need a bit more attention are given a professional refresh. Minor damage is fixed, trims or patches are updated, and the jacket is brought back to like-new condition before being reintroduced to the market. What could have been waste becomes renewed value. 

7. Remanufacture 

BUILD AGAIN FROM THE BEST PARTS

When certain jackets can’t be refurbished, Brand A deconstructs them, saving high-quality fabrics, zippers, and buttons to build new products. These reclaimed components feed into new jacket designs, reducing the need for virgin resources while preserving the integrity of existing materials.

8. Repurpose 

GIVE MATERIALS A NEW ROLE

For jackets too worn to rebuild, the materials are creatively redirected. Outer shells might become tote bags, while insulation is reused in sleeping bags or outerwear linings. By finding fresh uses, Brand A prevents materials from losing value too soon.

9. Recycle 

BREAK IT DOWN, START AGAIN

At the end of its wearable life, the jacket is sent to a textile-to-textile recycler. Through chemical or mechanical processes, its fibers are broken down and spun into new yarns—ready to become part of the next generation of apparel without ever becoming waste.

10. Recover 

RESPONSIBLE DISPOSAL AS A LAST RESORT

If recycling isn’t possible, the final option is energy recovery. Jackets that can no longer be repurposed or recycled are sent to waste-to-energy facilities, where their remaining value is harnessed to generate power, ensuring that even in the end, nothing is lost.

From Concept to Impact

The 10Rs show that circularity isn’t just about recycling, it’s about rethinking how we make, use, and handle products at every step. By applying these principles, apparel brands can design smarter, extend their products’ life cycle, and create systems that keep materials in play longer. The result? Less waste, lower environmental impact, and a stronger connection between people, products, and the planet. Circularity isn’t a trend — it’s a toolkit for building a fashion industry that works for today and tomorrow.