7 Questions Startups Have About Circular Activewear
It can be tough to stay ahead of the curve in the startup world. So when a new trend comes along, it's natural to have questions about how it can work for your business.
But what if that trend wasn't fleeting like a trend, and was the sign of permanent change?
Circular activewear is just that. And it's surrounded by several questions that every startup brand should consider before jumping on board.
Here are the seven most asked questions that startups have about circular activewear:
What is circular activewear?
How does it differ from traditional, linear activewear?
What are the benefits of circular activewear for startups?
What challenges should my startup be aware of during the transition?
How can my brand make the transition to circularity?
How can I be sure our clothing is sustainable?
What are some common misconceptions about circular activewear?
Activewear has come a long way in the past few years. But the next few years will see even more rapid change as circular fashion becomes a major force in consumer purchase decisions.
Circular activewear is the future of the category, and every young brand in the space should consider making the switch or launching with it in mind.
Start today by learning how to answer seven of the most important questions surrounding activewear and circular fashion.
Answering 7 Questions About Circular Activewear
1. What is Circular Activewear?
Circular activewear is a term that is used to describe a sustainable approach to clothing for physical activities, where eco-friendly processes occur in design, production, and consumption.
In a circular system, resources are kept in use for as long as possible, and waste is minimized. It's based on the idea of "reduce, reuse, recycle."
The ultimate goal is to eliminate the concept of waste altogether, whether it's a realistic goal or not.
Instead of buying new clothes all the time, circular activewear and circular fashion encourages people to buy clothes that will last, and then recycle them when they're done.
This closed-loop system keeps clothing out of landfills and reduces the need for new resources.
Additionally, because apparel manufacturing is so harmful to the planet, this is another way of reducing pollution and conserving water and energy.
2. How Does Circular Activewear Differ From Linear Activewear?
The traditional model of activewear is linear, meaning that it takes resources, creates a product, and then disposes of waste. In contrast, circular activewear takes a more sustainable approach, focusing on designing clothing that can be reused, repaired, or recycled.
Eco-Materials in Activewear
Traditional, linear activewear is made of synthetic materials that are derived from fossil fuels, such as petroleum. These materials are not biodegradable, meaning they will sit in landfills for centuries after you're done with them.
Circular activewear is made of sustainable materials that can be reused or recycled.
For example, bamboo is a sustainable material (eco-material) that is increasingly used in activewear. Here's why:
Bamboo is fast-growing and doesn't require pesticides or herbicides to thrive.
It's also biodegradable, so it won't end up in a landfill when you're done with it.
In addition, bamboo is extremely absorbent, so it's ideal for making activewear that will keep you cool and dry during your workout.
Activewear, like outerwear, often needs extra attention to perform as a garment. Sweat and breathability are major issues that have up until recently been solved with synthetic fibers, in a linear process.
However, there are now eco-friendly materials that provide the same level of breathability and moisture-wicking as synthetic fibers, without the harmful environmental impact.
3. What Are the Benefits of Circular Activewear for Startups?
Startups are all about efficiency. They have to be able to do more with less and make every penny count, this is one reason circular activewear is the perfect match for startups.
By definition, circular activewear is clothing that can be reused or recycled rather than thrown away.
Fiscally and ethically, this leads to a reduced environmental impact by using fewer resources and creating less waste. In total, the benefits start to look like this:
Reduced environmental impact
Conserves resources
Reduces waste
Saves money
Builds brand equity
The brand equity piece is crucial. In today's day and age, startups have to be able to differentiate themselves from the competition.
One way to do that is by appealing to consumers who are looking for sustainable brands that align with their values.
And today's customers, especially in activewear, are looking for brands to value the environment the same way they do.
And believe it or not, characteristics unrelated to a garment, like sustainable packaging, are the most important purchase decision factors for consumers.
Many brands aren't answering this call, or not marketing it properly.
For the minority of brands that are activating sustainability, they are reaping the benefits. And those that embrace circular activewear, even more so.
4. What Challenges Should My Startup Be Aware of During Transition?
As the world becomes increasingly aware of the devastating environmental impact of fast fashion, many activewear brands are looking for ways to clean up their act.
While a circular fashion model is undoubtedly a step in the right direction, it's not without its challenges.
Here are a few of the most prominent issues your brand will face when making the transition to a circular activewear model.
1. Finding Sustainable Materials:
One of the biggest challenges facing apparel brands making the transition from linear activewear to a circular model is finding sustainable materials.
It's not that they don't exist, it's more how they are at complete odds with traditional methods and how they fit into existing businesses.
For instance, you know that traditional activewear is made with cheap, disposable materials, and sustainable alternatives can be difficult (and expensive) to the source.
While some brands are investing in developing their sustainable materials, others are partnering with existing companies that specialize in sustainable fabrics.
2. Changing the Way Clothes Are Designed:
Another challenge facing brands making the switch to a circular model is changing the way clothes are designed.
To make garments that can be reused or recycled, designers need to think about the entire lifecycle of a piece of clothing when creating it.
This requires a shift in mindset from "How can we make this as cheaply as possible?" to "How can we make this last?"
For some organizations, changing this type of thinking might be more of a challenge with procurement and finance, as you might expect.
3. Implementing a New Business Model:
Finally, one of the most significant challenges brands face when transitioning to a circular economy is implementing a new business model.
This is especially difficult if an activewear brand has been fully built on fast fashion concepts. Since that business model relies on constant consumption.
Shifting to a system in which clothes are rented, repaired, or reused will require a major overhaul of how these brands operate and require close examination of COGS, margin, and inventory.
Embracing circular activewear is no small feat for an apparel brand—but it's worth it.
5. How Can My Brand Transition to Circular Activewear?
There's no one-size-fits-all answer to this question, as the transition will vary depending on the size and structure of your business.
However, there are a few key steps that all brands will need to work through to make the switch.
1. Establish a Sustainability Strategy:
The first step is to establish a clear sustainability strategy for your business. This will help ensure that everyone in the organization is on the same page and working towards the same goal.
2. Educate Your Team:
The next step is to educate your team on the importance of sustainability and the benefits of circular activewear.
This will help ensure that everyone is invested in making the switch and committed to making it work.
3. Evaluate Your Supply Chain:
The third step is to evaluate your supply chain and identify where you can make changes to become more sustainable. This might involve switching to sustainable materials or working with different suppliers.
You'll need to find sustainable materials that will work for your brand and your customers. You'll also need to find manufacturers who are experienced in working with these materials.
Leaving the comfort of the status quo is no easy feat, but it's necessary if you want to make the switch to circular activewear.
Working with the right partners makes a tremendous difference in the transition; bringing ease and experience to this major change.
4. Implement Changes:
Once you've established your sustainability strategy and evaluated your supply chain, it's time to implement changes.
You can start slowly transitioning your collections over to circular activewear. Start by releasing a few pieces per collection, and increase the percentage of sustainable pieces as you become more comfortable with the new materials and manufacturing process.
This will require making some operational changes and investing in new technologies.
5. Monitor Progress:
It's important to monitor your progress and make sure that you're on track to achieve your goals.
This will help you identify any areas where you need to make further changes and ensure that you're making the most impact.
Impact reports are a great way to measure and communicate your progress.
Transitioning to circular activewear is a major undertaking, and definitely more than 5 bullet points. It's important to do your research and take things slowly at first.
This way, you can ensure that your brand produces high-quality garments that your customers will love.
6. How Can I Be Sure Our Activewear is Sustainable?
This is an important question, especially since the manufacturing process for most clothing is extremely harmful to the environment, and the amount of textile waste produced each year is staggering.
However, there are steps your brand can take to ensure that your activewear is made sustainably.
1. Manufacturer Certifications:
The first step is to look for manufacturers with credibility, usually in the form of certifications.
There are several different types of certifications, but the most important ones to look for are bluesign®, OEKO-TEX®, and Global Recycled Standard (GRS).
These certifications guarantee that your garments are made with sustainable materials and processes, and will give you some peace of mind that you're upholding your commitment.
2. Material Sourcing:
The next step is to pay close attention to the materials used in your garments. Make sure that they are sourced from sustainable sources.
This means choosing fabrics that are made from recycled or natural materials.
There are several sustainable materials on the market, such as organic cotton, bamboo, and recycled polyester (it's not the most sustainable, but far more sustainable than virgin polyester)
3. Avoid Harmful Chemicals, Reduce Water Consumption:
The next step is to get close to the dyes and applications used on garments, and the water used along the way.
There are many eco-friendly dyes and treatments available that won't harm the environment.
These chemicals can be released into the environment during the manufacturing process and can end up in our waterways and soil.
In addition, you can look for manufacturers who use less water in their processes. This is usually done by using waterless dyeing methods or by recycling and reusing water.
Tencel's process for creating its lyocell can retain 99% of the water and solvent mix to create its pulp, reducing the creation of chemicals and shedding of water.
There are also certifications for chemicals as well, such as the Standard 100 by OEKO-TEX®, which is another way of getting some peace of mind that your manufacturer is doing the right thing, and in turn, your brand is too.
4. Use Recycled Materials, Avoid Plastic:
Another way to make sure your activewear is sustainable is to use recycled materials and avoid plastic.
Recycling involves taking a waste material and turning it into new products. This reduces the amount of waste that goes into landfills, and it also requires less energy to produce than making new products from scratch.
Plastic is one of the most harmful materials to the environment.
It takes centuries to break down, and it often ends up in our oceans, where it harms marine life, microplastics are nearly impossible to remove, and yet they are everywhere now.
In addition, plastic is made from petroleum, which is a non-renewable resource.
7. What Are Some Common Misconceptions About Circular Activewear?
Circular fashion, especially circular activewear, is still not completely understood by the public, most just know that it's better than any alternative.
Because activewear is such a popular category with fabrics that need to perform well under unique conditions, it's blossomed into its own label of circularity.
But this new take on circular fashion and even still circular fashion's lower understanding amongst most people generates misconceptions and perpetuates myths along the way.
So let's have a look at some of those myths in more detail, and set the record straight.
Myth #1: Circular fashion is a new concept.
The idea of circular fashion has been around for centuries. It wasn't until recently, however, that the term "circular fashion" was coined. And even more recently "circular activewear."
In the past, there was no fast fashion, and clothes were made to last. Clothes were mended, reused, and handed down from generation to generation.
It wasn't until the 1950s that fashion began to be mass-produced and became more disposable. With the introduction of synthetic fabrics, like polyester, clothes could be produced cheaply and quickly without compromising on quality.
Myth #2: Circular activewear is only for eco-friendly or sustainable brands.
While it's true that many eco-friendly and sustainable brands are embracing circular fashion and activewear, the truth is that any brand can incorporate circular principles into its business model.
The key is to design products that are built to last and are easy to repair or recycle.
Because the textile industry is known to the public to be so harmful to the environment and incredibly unsustainable, brands in all verticals of fashion are starting to reevaluate how they operate.
Some brands, like Adidas and Nike, have even created entire circular divisions within their companies to focus on this new way of thinking about fashion.
Outside of activewear though, brands like Levi's are beginning to adopt circular principles as well.
Myth #3: Circular activewear is too expensive.
Another common myth about circular fashion is that it's too expensive. The truth is, however, that designing products with longevity in mind can actually save consumers and brands money in the long run.
Clothing returns, for instance, can cause a lot of headaches for brands, especially if they are returned in a condition that can't be resold due to quality issues from normal wear.
Circular fashion minimizes the need for returns by designing products that last longer and can be easily repaired.
Furthermore, by focusing on repair and recycling, you can extend the life of your products even further — saving both money and resources.
Myth #4: Circular activewear means sacrificing style or trendiness.
This couldn't be further from the truth! Just because a garment is designed to last doesn't mean it has to be frumpy or outdated.
Customers look at these brands as supporting ethical and sustainable practices without sacrificing style. Having their cake and eating it too.
5. Myth #5: All natural fibers are better for the environment than synthetic fibers.
Not necessarily! It all depends on how the fibers are sourced and processed.
Natural fibers like cotton and linen require a lot of water and energy to grow and process, while synthetic fibers like polyester and nylon are made from petroleum — a nonrenewable resource.
As such, it's important to consider the entire lifecycle of a garment before making a decision — not just the type of fiber.
Myth #6: Recycled materials are always better for the environment than virgin materials.
Again, this all depends on how the materials are sourced and processed.
While recycled materials do require less energy and resources to produce, they often contain toxic chemicals that can leach into waterways.
When a consumer washes a recycled polyester garment, it can release microplastics.
So, before assuming that recycled materials are always better for the environment, be sure to do your research - in general they will be better, but there are shades of grey to sustainable fabrics.
Circular Activewear Isn't A Trend, It Shouldn't Be Either
Circular activewear is the future of the performance apparel industry. As a startup apparel brand, you need to be ahead of the curve.
Plus, there are too many benefits to prevent you from making the transition to a circular economy - from reducing environmental impact to creating a more sustainable business model.
However, some challenges should be considered during the transition - but they don't outweigh the advantages. By being aware of these challenges and taking steps to overcome them, your brand can make the switch with ease.