‘Refashioning: Accelerating circular design at scale’, a groundbreaking circular design initiative coordinated by RMIT, is the latest inclusion in the Seamless RE:THINK Program.
The Seamless RE:THINK Program documents and amplifies circularity initiatives that are challenging business-as-usual. ‘Refashioning: Accelerating circular design at scale’ is an exciting collaboration led by RMIT and supported by the Victorian Government's Circular Economy Innovation Fund as part of the Circular Economy Business Innovation Centre (CEBIC). It was delivered in partnership with Seamless members and supporters, Country Road Group, A.BCH World and Julie Boulton Strategy and Sustainability.
The project provides a systematic and methodological approach to implementing circular clothing design that all organisations can implement, regardless of their size.
Why Refashioning is different
The dominant production and consumption method used by the majority of brands today creates clothing for a linear economy - a system of take, make and waste. In this system, critical aspects that determine whether an item can participate in a circular system, such as material choices, product purpose and use, durability, and end-of-life options, are often overlooked, or considered long after the design process has concluded.
Embedding these strategic aspects early on in the design process is critical if we are to shift production and consumption from a linear to a circular model. Refashioning provides a systematic and methodological approach, in the form of a circular design guide, that all clothing brands – no matter the scale – can implement.
Importantly, Refashioning instructs designers to adopt both circular strategies of ‘slowing the flow’ and ‘closing the loop’, to deliver designs that are both durable and recyclable. This is a significant differentiator for circular design and is expected to deliver greater impact across the industry and value chain, including sourcing, design, use, end of life and re-circulation.
A process tried, tested and assessed by experts
Refashioning is a collaboration between Sustainability Victoria, RMIT, Country Road Group brands and two independent partners, Courtney Holm, a circular design expert and Julie Boulton, a sustainability expert. The project was completed in December 2024.
Importantly, real-world expertise was central to the design of the guidelines, and they were tested by users on actual products. Representing multiple brands from the Country Road Group, eight teams, with members from design, product development, technology, quality assurance and sustainability, tested and evaluated the circular design guidelines with eight garments. Interviews, online surveys and in-person workshops were held to collect feedback, understand and document learnings and refine the guidelines.
Refashioning outcomes
The project outcome is an open source circular design guide. The final report will be launched in February 2025 and includes recommendations for applying circular design at scale across the Australian clothing industry.
Broad industry adoption is encouraged, and all clothing brands will be able to access and use the guide, regardless of their size. As the initiative is part of the Seamless RE:THINK Program, Seamless will also play an important role in encouraging awareness and facilitating implementation.
About the Seamless RE:THINK Program
The Seamless RE:THINK Program documents and amplifies circularity initiatives that are already underway – from circular design projects and clothing rental and reuse schemes, through to textile recycling initiatives and clothing care guides to help customers enjoy their clothing for longer. Seamless members and supporters are welcome to apply. Read more about the program and the eligibility criteria and register your initiative by completing the registration form.
