The new Hey Fashion! platform, launched by the Eileen Fisher Foundation (EFF), and curated by design and technology consultancy Pentatonic, aims to refine the complex topic of textile waste into tangible actions to initiate change.
Hey Fashion! exposes textile waste issues while conveying the financial, environmental, and social opportunities that textile circularity can offer. EFF’s larger mission is to prove to the fashion industry the benefits of confronting the climate crisis, urging other brands, foundations, innovators, waste collectors, and consumers to get involved in moving circularity forward.
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Key takeaways educate industry entities on how to drive tangible action, avoid greenwashing, and mitigate risk; influencing improved decisions toward net-zero ambitions. Such content prepares companies to be successful leaders in sustainable fashion during a time of new legislation and rising consumer pressure.
The aim, according to EFF, is to kick-start a global conversation on how to contribute to a carbon-neutral future by scaling textile recycling infrastructure, promoting underused technologies to prevent textiles from going to landfills, and making what it calls “profound behavioural changes” regarding consumption.
“As the leader of an apparel company, I feel an urgency to address the challenges the industry faces regarding textile waste, overconsumption, and circular design,” says Eileen Fisher, founder of EFF and her own namesake brand. “By inviting Pentatonic to research the current state of circularity, my intention is to facilitate meaningful collective action that moves the industry forward.”
A large barrier to the fashion industry engaging in a circular system is translating the overwhelming amount of research into feasible actions. Pentatonic’s circular consulting team and textile experts provide an eight-step action plan:
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- Invest in Recycling
- Make Less, Buy Less
- Work Together
- Design to Last, Design to Recycle
- Define and Standardise
- Leave Fossils in the Ground
- People, Planet, Profit
“HeyFashion! is brought to you by individuals who have been implementing solutions in the last decade. It is built in collaboration with many dozens of contributors who build the technologies, solutions and infrastructure for net-zero fashion every day,” says Johann Boedecker, founder and CEO of Pentatonic. “Our content, while backed by rigorous research, will seek to nevertheless be engaging, intelligible, and most of all practicable.”
The platform’s full-scale educational tools are designed for all stakeholders including designers, manufacturers, brands and retailers, investors, regulators, and citizens.
The research to date will be available for free in a variety of formats on heyfashion.org and multiple social media platforms.
