RMIT University has introduced a groundbreaking guide aimed at transforming the sustainability practices of Designer Brands in the fashion industry. The guide, titled ‘Refashioning Accelerating Circular Product Design at Scale’, is a collaborative effort between RMIT University, Country Round Group, circular design specialist Courtney Holm, and sustainability expert Julie Boulton. Funded by Sustainability Victoria through the Victorian Government’s Circular Economy Business Innovation Centre, this initiative is a significant step towards reducing waste and emissions within the fashion sector.
In response to the increasing environmental concerns associated with the fashion industry, the guide offers practical strategies for brands to embrace circular design principles across their operations. By emphasizing sustainable practices throughout the product lifecycle – from design and production to consumption and recirculation – the guide provides a systematic approach to implementing circular clothing design. This approach challenges traditional design thinking and encourages organizations of all sizes to adopt circularity in their outputs.
Alice Payne, the Project lead and Dean of RMIT’s School of Fashion and Textiles, highlighted the guide’s uniqueness in providing actionable steps for businesses to enhance the circularity of their products. Drawing on extensive industry research, the guide not only aims to ‘slow the flow’ but also ‘close the loop’ in the fashion supply chain. To ensure practical applicability, the RMIT team collaborated with product and design teams from brands under the Country Road Group, including Country Road, Trenery, Witchery, and Politix, over a year to test and refine the guide in a real-world commercial setting.
Matt Genever, CEO of Sustainability Victoria, commended the guide as a testament to the power of cross-sector collaboration in driving tangible outcomes towards a circular economy. Erika Martin, Head of Sustainability for Country Road, emphasized the guide’s role in aligning the Group’s brands with a unified approach to circular design. By leveraging industry expertise and real-world feedback, the guide offers a clear vision for sustainable fashion practices, steering the industry towards a more environmentally conscious future.
The unveiling of this guide at the Melbourne Fashion Festival signifies a significant milestone in the fashion industry’s journey towards sustainability. As the sector faces increasing pressure to address environmental challenges, initiatives like the one introduced by RMIT University play a crucial role in fostering innovation and driving positive change within Designer Brands. To access the guide and learn more about its impact on the fashion industry, visit refashioning.org/download/.
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