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In the move away from linear fashion, tree-planting, eco-conscious brand tentree is taking the next step towards total circularity and “closing the loop” with Circularity by tentree.
The crucial move towards circular fashion
Take-make-waste. That is the typical trajectory of the clothing we buy; a cycle sped up exponentially in the era of ultra bad, ultra fast fashion. We know things need to change across industries, but fashion being a top polluter has a lot to answer for. Textile waste, in particular, is really taking its toll on the planet—11 million tons straight to landfill in 2018, to be precise, a number 170% higher than the year 2000.
While everyone along the supply chain bears the brunt of responsibility to some degree, one part of the equation often gets overlooked. The intermediary between freshly made threads and their eventual home on our shelves is, of course, fashion brands. But most brands are happy to sell their goods and then cut off the relationship there, essentially “ghosting” the products they brought into the world and passing on all end-of-life duty to the consumer (not cool). But is that the way it should be? More sustainable brand tentree doesn’t think so, and their exciting (and crucial) new project, Circularity by tentree, paves the way for a healthier relationship between products, the people who buy them, and the planet we all share. Let’s take a look.
Our current way of wearing and disposing of clothes has taken a big toll on our planet. Through a two-pronged partnership, tentree has created an integrated solution to keep pre-loved items in circulation (and out of landfills).
Circularity by tentree: the lowdown
So, how do we close the loop on fashion? Rather than sending clothes straight to landfill once we’re done with them (which, by the way, often happens even if we optimistically dump clothes in a charity bin), tentree takes a different approach. The brand’s new program encourages shoppers to send back their used tentree goods in the mail to extend their life in one of two important ways. In return, they’ll receive credit towards future purchases and that warm fuzzy feeling that they’re doing right by the planet. Enter two R’s of fashion we’re huge fans of: resell and recycle.
tentree’s new program encourages shoppers to send back their used goods in the mail to extend their life in one of two important ways, and in return, they’ll receive credit towards future purchases and that warm fuzzy feeling that they’re doing right by the planet.
Resold through Treet
The first and best case scenario is that your tentree products are still in good enough condition to be passed along to a new owner in their current form. By entering the second hand market in a meaningful way, the life of clothing can be extended and keep unnecessary new materials from being made. The Treet partnership will feature various discounted, pre-loved tentree products that are better for your wallet and the environment. Win-win.
Recycled through SuperCircle
If your tentree pieces are a little worse for wear after all your adventures—badly stained or torn beyond repair, for example—they’ll be passed along to tentree’s recycling partner, SuperCircle. They will ensure that products are broken down and recycled into new materials that can live a new life as another article of clothing, padding, or insulation.
“Our number one priority with Circularity by tentree was to keep clothing out of landfills,” Diana Seung, President of tentree, said. “When you keep products alive—either in the original form or as a new upcycled product—you’re not only eliminating waste but also cutting the carbon footprint of the product in half and reducing the need for new materials. We prioritise earth-first materials, and setting up a circularity program was the next step to closing that loop; at some point we’d like to see recycled tentree product come back to life in our newest releases.”
We’re keen to follow the evolution of tentree’s circularity project as they lead the way in taking responsibility for the full life cycle of clothes. Which, by the way, are super cool, and each purchase plants ten trees.