HOWTLOOP PROMOTION
2020 LAUNCH
THE ART OF FASHION CIRCULARITY
HOWTLOOP
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visualises a world
where fashion doesn’t cost
the planet, where resources are
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reused, regenerated and maximised to full potential before returning
industry where consumers buy less but buy better. Where style is not
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naturally to the biosphere. A fashion
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innovation leads to new forms of
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harmony.
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fashion and nature blend in
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creative expression. When
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compromised for sustainability. Instead
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EDITOR’S NOTE
HOW IT’S LOOKIN’ NOW
FASHIONS NEW FLEX
INTERVIEW
JONNA HAEGGBLOM CIRCULAR.FASHION
CIRCULAR DESIGN STRATEGIST FOR LONGEVITY AND EXTENDED PRODUCT LIFE, PR, MARKETING AND COMMUNICATION.
Howtloop spoke to Jonna Haeggblom of Circular.Fashion, to explore insight into her personal view on sustainable fashion in its present format and predictions for the future.
“THERE ARE SO MANY INNOVATIVE + CREATIVE BRANDS OUT THERE DOING PRODUCTS THAT ARE BOTH AESTHETICALLY AND SUSTAINABLY BEAUTIFUL”
However, quite quickly I realised that it’s not “enough” (however very important!) to communicate the right things to the customers, we need to design the right
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things. To transform the fashion industry and have a
ast fashion is in the spotlight and under pressure
true systemic shift towards circularity, we need to
to amend its toxic practices, materialised as
design in circularity from the very beginning.
externalities to the linear (take, make, waste) business model in which the industry operates. With growing
I got very interested in how to design products for
concerns about the strain on natural resources and
circularity from the very beginning. Luckily, I met a
exploitation of garment factory workers, a circular
company who focuses on this exact question - circular.
business model is the most effective way to tackle
fashion - and creates services and tools that
fashion industry issues at the core. To investigate
enables designers to design circular garments and
current sustainable considerations, Howtloop have had
ensure closed loop recycling.
the opportunity to speak with Circular Design Strategist, Jonna Haeggblom. Discussing the duality of harmonising
Why do you think ‘how on trend a garment is’ and the
environmental ethics with desire for innovation, Jonna
cheapest possible price it can be accessed for still gets
proved optimistic about the direction of fashion.
prioritised over whether or not it’s ethically and sustainably made?
What was your personal motivation for getting involved with circular fashion?
From a business perspective it has to do with the fact that the bottom line in a linear economy still rules the
My personal interest in circularity in fashion started
way the industry (economy) operates. However ‘green’
when I got my first ‘real’ job after University. I graduated
your products are you still need to gain a profit, sell
with a business degree (major in sustainability/CSR)
more pieces than last year etc. This is a short-term
and had not planned to work in the fashion industry,
perspective, but it’s easier to prioritise as it impacts right
however the job I got happened to be at a fashion
now rather than long-term environmental impacts.
label. I worked with CSR, e-commerce and
However, the approach of circular economy and circular
communication and it was very exciting learnings.
fashion changes this. Such an approach offers exciting
ways of gaining profit detached from material consumption. Such as renting, leasing garments.
Do you think people hold the preconception that sustainable fashion is not trend-led + often dull or boring?
I really don’t think people think so! There are so many innovative and creative brands out there doing products that are both aesthetically and sustainably beautiful. I honestly hear people asking this question way more than I’ve ever heard people stating that preconception. So it’s rather the question not the pre-conception that for some reason is held onto :-)
Many brands regard sustainability as added value into their product, how would you argue against criticism that
“IT’S SUCH A PRIVILEGE TO EVEN HAVE THE TIME AND POSSIBILITY TO DISCUSS SUSTAINABILITY, AND MORE SO TO BE ABLE TO PURCHASE GARMENTS. ”
circular fashion would be exclusive, for only those whom could afford more expensive but sustainable garments?
I definitely think this is an important debate. It’s such a privilege to even have the time and possibility to discuss sustainability, and more so to be able to purchase garments. We are very aware that it is and are working with many brands trying to make sustainable garments accessible at a larger scale at less price than today. It has of course a lot to do with volume, smaller brands have higher costs and many brands working with sustainability are such brands. If we could increase the share of sustainable garments made by global players that could make it more accessible.
Do you have any predictions for the future of fashion if circular practices aren’t implemented soon?
I see a great momentum for circularity in fashion - both by large global players and small designers. There’s lots happening and the industry is really waking up to tackle the environmental impacts it imposes.
SAY YES TO MOTHER NATURE. REFUSE THOSE WHOM NEGLECT HER.
one, we can make a collaborative effort to change fashion forever and reunite with nature.
got our hands dirty and succumbed to fast fashion in one way or another. But, uniting as
years. We are all guilty in some way, of contributing to the clothing crisis. We have all
in the next few years could determine its impact on the planet for the next couple hudred
This is a defining moment in the history of fashion. How the industry chooses to operate
HO WT LO OP FA SH ION INN OVAT ION IS ME T WI TH EN VIR ON ME NTAL JU ST ICE , SO CIA L EQ UA LIT Y + FU LL CIR CU LA RIT Y.
The future of fashion is circular. Loopers will make their mark.
#GETLOOPY
DE MA ND S
*CRIES IN CAMELLIA’S*
the bags under my eyes are CHANEL ...CAUSE WE’RE TIRED OF THE SAME OL’ LINEAR BULLSHIT.
HO WT
LO OP
WHEN THE TUB IS OVERFLOWING, THE FIRST THING U DO IS TURN THE TAP OFF... NOT REACH FOR A TOWEL!
Current efforts to minimise fashions environmental impact involve merely slowing down the broken linear model. For example, recycling textiles temporarily defers textiles from landfill but fails to tackle industry issues at the core. Howtloop adopts the innovations of a circular economy to minimise environmental impact through prevention + regeneration. Overconsumption can be minimised by refusing to buy into linear fashion. Choose circular. Choose Howtloop.
FRAGILE FRAGILE FRAGILE
PL EA SE HA ND LE WI TH CA RE
WE GOTTA STOP PROTECTING OUR FEELIN’S + SELFISH DESIRES AND COME TOGETHER TO PROTECT OUR PLANET!
Approximately 80% of garment workers are women. This is not by chance, but the result of gender discrimination which runs through the industry. These women work tirelessly to sustain mass cheap clothing consumption in the West, working in dangerous conditions and earning a wage which would be deemed illegal by UK standards. Labour Behind the Label
#WEARURVALUES
Q: GREENWASHING? A: Greenwashing is conveying a false impression that a company or its products are more environmentally sound than they really are. Don’t let brands manipulate you! Don’t fall for greenwashing scandals. Be confident in sustainable fashion. LOOK FOR THE HOWTLOOP LOGO.
BROKEN IS BEAUT Extending the life of clothes by just nine extra months of active use would reduce carbon, water and waste footprints by around 20-30% each. Wrap (2015)
Challenge yourself. Question the necessity of each and every purchase. If a purchase is going to be made, can you commit yourself to wearing a
#WEAR30CHALLENGE
garment at least 30 times?
RELATIONSHIP BETWEEN GARMENT AND WEARER.
GARMENT; EVERY TEAR TELLS A STORY ABOUT THE
BROKENNESS ADDS A UNIQUE BEAUTY TO A
Summer top made from an old pillow case, old net curtains and discarded denim jeans.
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0
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BACK 2 NATURE
The vitality of biodegradability: Everything we make returns to the biosphere either as nutrient or poison.
REFERENCES
TEXT REFERENCES
[Figure 2] Drake Meme: A, Vincent (2016, December 1). A meme come true: how Drake,
[1] Jonna Haeggblom Career Title:
Spotify’s most streamed artist, played the
Circular.Fashion (n,d.). About Us: Our Team.
internet and won. The Telegraph. [ONLINE].
Retrieved from: https://circular.fashion/about/
Available at https://www.telegraph.co.uk/music/artists/meme-come-true-drake-spotifys-
[2] Statistic on female workers:
streamed-artist-played-internet/
Labour Behind the Label (n,d.). The Woman Who Make Your Clothes. Retrieved from:
[Figure 3] The North Face Jacket: Junkyard
http://labourbehindthelabel.org/the-women-
(n,d.). Jacket - 1996 Retro Nuptse. [ONLINE].
who-make-your-clothes/
Available at https://www.junkyard.com/jacka-1996-retro-nuptse-5
[3] Definition of Greenwashing: W, Kenton (2019, April 18). Investopedia:
[Figure 4] Starving Polar Bear: E, J. Gertz
Greenwashing. Retrieved from: https://www.
(2015, September 16). Starving Polar Bear Is
investopedia.com/terms/g/greenwashing.asp
the Face of the Future. Takepart. [ONLINE]. Available at http://www.takepart.com/arti-
[3] Wrap (2015, December 2). Extending the
cle/2015/09/16/starving-polar-bear-climate-
life of clothes. Retrieved from: http://www.wrap.
change-arctic-sea-ice-low
org.uk/content/extending-life-clothes [Figure 5] Garment Factory Worker: R, Eddie (2017, October 29). Australians are clothed IMAGE REFERENCES
by factory workers earning 39 cents an hour, Oxfam finds. The New Daily. [ONLINE]. Avail-
[Figure 1] Drake Meme: S, Giles (2018, August
able at https://thenewdaily.com.au/news/
13). Goat: Actual Hero Uncovers Drake’s Pre-
world/2017/10/29/garment-workers-austral-
Fame Facebook Photos From The Noughties
ia-fast-fashion-oxfam/
And You Can Take Pleasure In Knowing Drake Was Just As Cringe As The Rest Of Us. [ON-
[Figure 6] Pussy Power Top: Uzma Bozai
LINE]. Available at https://goat.com.au/drake/
(n,d.). Pussy Power Collection: Pussy Power
actual-hero-uncovers-dozens-of-drakes-
Oversized Sweatshirt. [ONLINE]. Available at
pre-fame-facebook-photos-from-the-naugh-
https://uzmabozai.com/pussy-power-collec-
ties-and-you-can-take-pleasure-in-knowing-
tion/
drake-was-just-as-cringe-as-the-rest-of-us
ME
KEEP ME IN THE LOOP, I’M
RECYCLABLE YOU