Asos has launched its first circular collection featuring 29 styles across clothing and accessories, all designed and made to meet circularity principles.
The launch follows Asos’ commitment at the Copenhagen Fashion Summit in 2018 to train all of its designers on circular design by 2020. Since then, the online retailer has created and launched a training program with the Centre for Sustainable Fashion, part of London College of Fashion, which has since been rolled out to all Asos designers. The retailer is also a participant in the Ellen MacArthur Foundation’s Make Fashion Circular initiative, which drives collaboration between industry leaders and other key stakeholders to create a textiles economy fit for the 21st century.
Across the 29-piece collection, Asos’ 20-something customers can expect oversized styling across cardigans, tees, and original blue denim, with micro prints and acid washes throwing it back to the ‘90s. Color-drenched tailoring and oversized square neck volume dresses give are offered in autumn’s key colors – brown, lilac, and neutrals.
Each product will feature a QR code on its garment tag, which customers can scan to visit and learn more about our circular design principles and how the product was made.
“We’ve been on an incredible journey in Asos over the past few years to discover how circular design can work in practice in an organisation like Asos, and working closely with our suppliers to apply the circular design principles that we’ve set ourselves,” said Vanessa Spence, head of design at Asos. “What this collection shows is that you don’t need to make a choice between the circular economy and fashion, and that you can make sustainable products without compromising on design or on price.”
Spence added: “With all of our designers now trained in circular principles and our first circular collection out the door, we’re excited to see how we can take this project forward and use our size and scale to share our expertise with our suppliers but also other brands and retailers.”