UK's ASOS launches 2nd circular collection; partners with Thrift+

Each of the styles in the circular design collection meets ASOS’ circular design criteria, which is based on the Ellen MacArthur Foundation’s vision for a circular fashion economy. As part of this, all products in the collection are made from recycled, renewable, or innovative materials.

Additionally, all denim meets ASOS’ commitment to the Ellen MacArthur Foundation’s Jeans Redesign Project – a set of guidelines that provide an ambitious industry standard for circular denim. Some of the products were designed using digital 3D technology which reduces the need to manufacture samples in the design process, ASOS said in a media release.

The collection builds on ASOS’ previous circular design collection in September 2020. It features pieces for Summer, including cut-out detail dresses, oversized, colour-blocked shirts, and boyfriend jeans, accessorised with printed headscarves and retro sunglasses. The graphics and prints mix retro floral with wavy checkerboard prints in this season’s key colours – burnt orange, lilac, and apple green teamed with undyed neutrals and indigo denims.

As part of the Thrift+ trial, customers can ensure clothes they no longer wear can get a second lease of life through resale while receiving credit that they can either donate to charity, use to purchase second-hand fashion on Thrift+ or redeem as ASOS vouchers.

Joe Metcalfe, Thrift+ founder, said: “We are delighted to support ASOS’ progress towards circularity with the launch of this trial. Making it easy for people to responsibly get unwanted clothing back into circulation is key to making fashion more circular; and it’s hugely exciting that ASOS customers will now have the Thrift+ service at their fingertips. We’re looking forward to measuring the impact of the trial, such as the number of items re-sold and the amount raised for charity; as well as feeding data on the success of item resale back into future circular product design.”

ALCHEMPro News Desk (KD)