Sustainability And Circularity

The biggest brands in the world are prioritising sustainability and progress is being made. While acknowledging this progress is necessary, celebrating it is another story altogether.

With more new CBAM sustainability legislation coming into force in the EU, the fashion industry could see a complete reshaping of business norms and industry dynamics as part of the demand for decarbonisation. At the same time, AI and copyright laws continue their tug-of-war, awaiting the outcome of inevitable litigation.

Birkenstock’s IPO could signify a shift in the fashion industry and capital markets; exemplifying DTC and tech-driven strategies as tools for resilience and adaptability.

A brighter spotlight being shone on recycling and take-back programmes reveals just how much of the product journey - first and second hand - still runs on trust rather than tech-driven traceability and transparency.

Despite ongoing discussions and numerous calls to action for circularity and sustainability, projects and initiatives remain stagnant at the pilot stage, with promises unfulfilled. Are the ambitions just too high?