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Sustainability

Op-Ed | Circularity Is a Fashionable Fantasy

The buzzy concept is a chimaera that distracts from the root cause of fashion’s worsening environmental impact: overconsumption, argues Kenneth Pucker.
Companies like H&M are increasing their use of recycled materials, but most old clothes still end up in landfill or incinerated.
Companies like H&M are increasing their use of recycled materials, but most old clothes still end up in landfill or incinerated. (H&M)
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By the end of the decade, fast-fashion giant H&M Group has committed to double its sales while halving its environmental footprint. To achieve this Herculean feat, the company is relying on fashion’s latest sustainability chimaera: circularity.

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About the author
Kenneth Pucker

Kenneth Pucker is a contributing writer at The Business of Fashion. Pucker is an American writer and educator who specialises in sustainability.

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