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Unified
CIRCULAR
TRANSPARENCy
FROM SEED
TO SECOND LIFE
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[Source Fashion Transparency Index 2023; Industry Traceability]

Today, what you wear goes beyond style.

2/3 Consumers are increasingly demanding transparency – wanting to know the origin, journey, and impact of their clothing.

This isn't just a trend; it's a revolution.

Yet, according to the Fashion Revolutions's "Transparency Index 2023"; only 23% of brands provide any visibility at all.

The apparel industry faces an insurmountable challenge: a lack of visibility into supply chains powered by operational and ESG 'unknowns' in an age of regulatory and consumer driven accountability.

Greenhushing: silence is not sustainable 

While the fashion industry embraces a greener narrative, a concerning trend emerges:" greenhushing". Brands highlight eco-conscious initiatives in a limited way, often neglecting crucial details.

This lack of transparency can mislead consumers genuinely interested in making sustainable choices.

Vogue Business echoes this concern in a recent March 2024 article (link to be added upon publication). The article emphasises the growing need for genuine transparency within the fashion industry.

Here's why greenhushing matters:

  • Misinformed consumers: Without complete information, many struggle to make informed decisions about the true environmental impact of a product.
  • Erosion of trust: Greenhwashing tactics ultimately damage consumer trust in sustainability claims.
  • Hinders progress: Greenhushing stifles the collective effort towards a more sustainable fashion future.

Moving forward:

  • Embrace unified transparency: Clearly communicate your brand's claim backed sustainability efforts, limitations, and future goals.
  • Focus on substance, not just storytelling: Back up claims with verifiable data and certifications.
  • Prioritise continuous improvement: Acknowledge challenges and outline a clear roadmap for addressing them.
the opacity breeds uncertainty. Are clothes ethically made? Are environmental practices sustainable? Without answers, trust crumbles.

Coming 2024

Circulariti is here to bridge that gap.
We offer a powerful enterprise grade traceability and transparency platform, empowering apparel brands to embrace a new era of conscious clothing at commercial scale. Imagine – knowing every step of your garment's life cycle, from farm to second life.
Our platform unlocks real-time data from the supply chain, fostering trust and EXPLOSIVE commercial potential with consumers.

 

 
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Fashion Transparency Index: Brand Score across key Transparency indicies
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