The Ellen MacArthur Foundation (EMF) is an organisation that works with businesses, governments and academia to accelerate the transition from the traditional linear economy to a circular economy.

A circular economy is based on the principles of designing out waste and pollution, keeping products and materials in use, and regenerating natural systems. The current take-make-waste system needs to be disrupted. They believe this is the only way that can benefit everyone within the limits of our planet. 80% of the environmental impact, such as waste and pollution, is created in the design stage. The EMF is convinced that the design phase must change drastically, in particular through a different mindset, in order to avoid generating more waste and emissions in the production of goods. The circular economy is a new way to design, make, and use things within planetary boundaries.

In 2017 EMF launched the ‘Make Fashion Circular’ initiative that aims to create collaboration, partnership and guidance to incentivise a new textiles economy based on circularity principles. As a circular denim brand, we were very motivated to share our experience, and continue to learn.

We have been involved in case studies, projects, working groups, research and reports. Our most recent participation with EMF is with their Jeans Redesign Project aiming to create guidelines to help jeans brands become more circular. We are extremely proud to be a partner of EMF and excited to keep improving our product and see other denim brands doing the same.