the ASOS DESIGN
Welcome to the ASOS DESIGN Circular Collection! Style meets sustainability in our innovative new ASOS line, which is all about future-proofing fashion. So, not only are these pieces as eco-friendly as possible, they're also 100% on-point. Think fresh cuts in the season’s key colors, with some throwback 90s vibes added in for good measure. The kind of fashion that’s good for your closet, and better for the environment.
SO, WHAT IS CIRCULAR FASHION?
Well, it’s about making clothes in a way that reduces the amount of waste they create, both in their production and throughout the rest of their lives. That includes things like using recycled materials, cutting down waste in design and making pieces that can be worn in lots of different ways – versatility is key, people!
To be part of our Circular Collection, a piece has to hit at least two of these three super-important design principles:
1. DESIGN OUT WASTE
AKA cut the scrap: did you know that about 35% of materials used in the design process end up as waste*? That’s why one of our circular foundations is all about cutting down on surplus material, including amazing ways to design stuff with no waste fabric left over at ALL! It also means using recycled materials instead of virgin ones like polyester or nylon, which are processed from petroleum and coal – so we can avoid the harmful chemicals those fabrics create. In addition, pieces that ‘design out waste’ can also use manufacturing processes that reduce water, energy, land use and/or chemical use. Cos less waste = happier world 🌍
2. VERSATILITY AND DURABILITY
Fashion should live for ever! So, another one of our circular design foundations is to create pieces that are durable and versatile. Materials are made to last with us, and our great clothes are intended to work time and time again. Think reversible shirts, unisex denim, a dress that can be worn in four ways, and jeans that come with handy guides on how to take care of them properly. So, any piece that touches this design principle can live many lives 🐈
The final circular foundation focuses on recycling, so that less textile waste ends up in landfill, and the need for new fabric is reduced. That means creating new clothes from old ones (AKA upcycling from things like leftover fabrics or vintage pieces), using mono-materials that can be instantly recycled, and, where more than one material is used, designing pieces so they can be disassembled (and then recycled) easily ♻️ Recycling never looked so good.