Asos releases circular design guidebook for designers & brands

Asos appoints José Antonio Ramos Calamonte as its new CEO, and Jørgen Lindemann as incoming chair
// Asos and the Centre for Sustainable Fashion release the Asos Circular Design Guidebook
// The guidebook offers designers and brands details on material choices, recycling techniques and zero-waste cutting methods

Asos and the Centre for Sustainable Fashion have released the Asos Circular Design Guidebook to help designers, students and fashion brands design and create fashion products that support the circular economy.

The 112-page interactive resource breaks down Asos’ nine circular design strategies and details how they can be applied in practice.

The guidebook includes detail on each strategy and how it can be applied in practice, alongside a zero-waste cutting guide to create garments without wasting materials during the pattern cutting process, and information on choosing suitable materials for circular design products.

READ MORE: Asos details growth plans after last month’s shock CEO departure

The nine strategies are: Innovative materials, recycled materials, minimised waste, zero waste, remanufacture/upcycling, durability, versatility, mono-materiality, and disassembly.

Each of these strategies can help designers achieve the Ellen MacArthur Foundation’s vision of a circular economy for fashion, where products are made from safe and recycled or renewable inputs, are used more, and are made to be made again, said Asos.

Asos responsible sourcing director Simon Platts said in a statement: “Launching this guidebook together with CSF means we can help accelerate the transition to circular design across the entire fashion industry, critical to achieving the sustainability we all want to see,”

“This in-depth, accessible and easy-to-use resource should prove invaluable to other brands, designers and students looking to implement circular design in practice and marks the next step in our journey to Be More Circular through Fashion with Integrity.”

“This guide builds on a long-term partnership between Asos and Centre for Sustainable Fashion at London College of Fashion, aiming to change the direction of fashion,” said Centre for Sustainable Fashion director Professor Dilys Williams.

“The aims are bold and ambitious, it’s about valuing nature – our only source of wealth – and making that economically viable and valuable,”

“We have a good start: nature is the most experienced, most talented designer we can learn from and each one of us is a part of nature, so for us to thrive, we must ensure that nature thrives.

“Designing and developing product uses skills, including ingenuity and imagination, to improve a situation, but unless it improves life, it isn’t good design.  By making our starting point good design we harness the ability to create meaningful change in the industry.”


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