Why circularity is not a product

Three circularity communication examples to learn from, plus the key findings of "Take-back trickery" from the Changing Markets Foundation

Welcome to another pro issue of The Crisps – your weekly newsletter on anti-greenwashing and honest fashion communication. Don’t miss out on our deep dive into circularity and analysis of circular communication examples.

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We’re starting off this issue differently this week. Because we want your input in making The Crisps the best resource on anti-greenwashing fashion communication there is. So we’d be thrilled if you let us know what you’re missing – and of course, we’re always happy about positive feedback as well. If you want to send over some good vibes, you’re more than welcome to do so at thecrisps@substack.com

But now let’s get into this issue. What to expect? We’ve got the key findings of the current report “Take-back trickery” by the Changing Markets Foundation, plus we’re analyzing three communication examples that focus on circularity.

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Key findings of the Changing Markets report “Take-back trickery” 

For many brands circularity starts and ends with take-back schemes. But what really happens after consumers return their used clothes to retailers is oftentimes left in the dark. In an investigation¹, the Changing Markets Foundation traced several pieces of clothing with the help of Airtags. Here’s what happened to them:

🔹 Downcycled or destroyed: Despite being in good condition, some items were rapidly disposed of through destruction, dumping, or downcycling–contradicting fashion brands' claims that they only downcycle or burn items that are unsuitable for further use. This exposes brands' failure to properly manage used items, disregarding waste hierarchy.