Over 60 fashion brands have joined the newly-launched 2020 Circular Fashion Pledge, which aims to strengthen sustainable business practice through circularity initiatives this year.

Launched just after the 50th anniversary of Earth Day, the initiative aims to address the UN Sustainable Develop Goal (SDG) 12.5 – to substantially reduce waste generation by 2030. Brands signed up so far include Mud Jeans and Outerknown.

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The Pledge is open to brands of all sizes, but there is currently a focus on small and medium-sized brands that can commit to acting this year, a spokesperson has said.

“The fashion industry is a significant contributor to climate change, toxic waterways and ocean pollutants, land use, and waste,” founders of the Pledge say. “These have adverse implications for our health, economy, and planet.

“However, dynamic and innovative, small- and medium-sized fashion brands are stepping up to improve the industry’s impacts. Each brand has committed to taking a specific action in 2020 to lead the industry toward a more circular model.”

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Fashion brands can pledge their commitment to at least one of three circular actions:

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  • Enable take-back or resale: By the end of 2020, launch at least one method or partnership to enable their customers to send-back or resell their used items.
  • Increase recycled content: By the end of 2020, increase the total percentage of certified recycled content or scrap fabric by 10% in their top five selling items.
  • Design for durability: By the end of 2020, increase the use of non-blended materials, and/or modularity and repairability in their top five selling items.

Heleen Devos, co-founder of kidswear brand, The Extra Smile, says: “We founded The Extra Smile to be a force for good in the fashion industry – to make fashionable clothes for kids in a way that is fair to people and kind to our planet. Our objective is to create more decent jobs for Asian apparel workers by selling stylish and organic children’s fashion to consumers in Europe. Responsible production and consumption of apparel is very important for the future of our planet, so we are beyond excited to see many amazing brands in the 2020 Circular Fashion Pledge.”

The Pledge is aiming for 1,000 brand signatories this year, and service providers that offer technology or services can also pledge their support for helping brands achieve their sustainability goals. Additionally, consumers who care about sustainable fashion can stay updated and learn about new and dynamic brands that are working to be more sustainable.