Circular Economy: The Way to Combat Waste

Last fall, while studying in Prague, I wandered into the countryside of Načeradec, a rural area rich in fields and rivers an hour from the capital. There, lost in a cornfield whose fleshy stalks exceeded my height (not that it takes much), I had an epiphany—I realized that every single element of nature has a purpose and a function: nothing is useless.

In a cornfield, for example, plants produce food and provide refuge and habitats for a variety of organisms. Corn stems and leaves protect the soil from wind and water erosion. Roots absorb water and nutrients from the soil. Insects are essential for pollination and birds for seed dispersion.

Even when changing fundamental characteristics, the elements of nature maintain purpose. A stem, for example, when dried, is reused by birds and other animals for shelter construction. Then, when completely dead, it yields nutritive substances to the soil and becomes part of it.

The process just described encapsulates the essence of what could be defined as a circular economy—an approach with the potential to address many modern world environment-related issues.

Despite its effectiveness, many companies in the fashion industry not only overlook the environmental benefits of this cyclical pattern but also ignore the volume of textile waste generated today. Worse still, they perpetuate this condition by deliberately prioritizing profit over the well-being of the planet.

This vicious cycle starts at the pre-production stage. Since waste is more easily amortizable than the technological upgrade required to manufacture a quality product, many companies have no qualms when discarding tons of excess materials on the cutting room floor.

The same principle applies at the post-production stage—it’s more cost-effective for companies to overproduce and subsequently relegate excesses to outlets than to risk being unable to meet demand.

What happens to all this “left-over”?

Not much, it gets dumped in Apex Regional, Las Vegas, or in Bordo Poniente, Mexico City, or in Laogang, Shangai—in short, it’s cast aside in one of the many gigantic landfills that populate the world.

Fortunately, not all fashion companies share this mindset. Among the exceptions, Patagonia and Kering, by taking proactive steps to combat the pervasive fast-fashion trend, stand out as exemplary models worth emulating.

Marketing campaigns imbued with a sense of advocacy, such as Patagonia’s "If It's Broke, Fix It" or Kering’s “Think First, Buy Second,” inspire individuals to take care of their clothing by repairing them when needed and consider their necessities before purchasing wear.

While today's economy operates on a linear model whose key words are "produce, use, and throw away," the circular economy, following nature's example, aspires to extend the lifespan of materials employed in manufacturing by promoting practices like repair, reconditioning, recovery, and reuse.

The widespread adoption of such an approach would result in a significant decrease in waste generation and the conservation of raw materials, thereby contributing to environmental preservation and cost savings.

It would be nice to see the immediate implementation of this model in a snap of fingers. However, the reality is that initiatives like these, as well as those targeting global warming reduction, necessitate extensive reform processes that can span years.

Nevertheless, taking action today is imperative. The opportunities are abundant and extend beyond large-scale systemic changes. Of course, building a company grossing $200 million annually with approximately 3,000 employees worldwide like Patagonia is no small feat. However, with a genuine commitment to environmental stewardship and a healthy dose of creativity, anyone can contribute to the advancement of a circular economy.

Take grandmother Nina. Born in Southern Italy, she grew up with the pre-industrial mindset forced upon her by the consequences of WWII. As a result of that, she mastered the art of waste reduction. Nothing escapes her resourceful hands. A faded pair of stretch pants magically transforms into stylish headbands. An umbrella, marred by a broken stick or two, finds new life as a convenient shopping bag. And those worn-out sweater sleeves? With just a few alterations, they become cozy babouches, perfectly fit for lounging around the house.

Her most recent creation emerged from the depths of a forgotten closet—a worn-out old pair of jeans, tucked away for decades. Armed with nothing but scissors, a trusty sewing machine, and a sprinkle of love, she transformed a discarded relic into a collection of delightfully unique handbags for her great-grandchildren, breathing new life into what was once deemed unusable trash.

As mentioned, the array of possibilities is wide. The question then becomes: How can one lead governments and companies toward embracing practical reforms based on a circular economy?"

One might be tempted to enlist in the troops of environmental terrorists, engaging in disruptive actions such as protesting in public squares, confronting law enforcement, defacing monuments of historical significance, resorting to extreme acts like self-immolation, etc.

News outlets worldwide frequently cover such events. Yet, it's evident that these initiatives, often labeled as "nonviolent," actually undermine the protest's objectives. The essence of advocating for a circular economy lies in constructive efforts to foster creativity and harmony—not destruction and chaos.

Mindful of this, perhaps the key to compelling governments into adopting reforms grounded in circular economy principles is simply to act today—whether through ambitious initiatives or small, everyday efforts, it doesn’t matter.