Circular Fashion Economics: A Path to Sustainable Growth for HACOY
8 July 2026
I sit down at my desk each morning, a blank canvas before me, and the world outside blurs into the quiet rhythm of my routine. Today, as I paint, I think about HACOY and its journey towards sustainability. The circular economy is no longer just a buzzword; it's becoming a viable path for brands like ours to thrive.
How Does the Circular Economy Impact Fashion Brands?
The fashion industry has long been synonymous with waste and environmental degradation. But the circular economy offers a new framework where materials are not discarded but continually recycled, repurposed, or reused. According to the NUS Economics Society, the circular economy in fashion could unlock a $560 billion economic opportunity, with restoration, resale, repair, customisation, and rental markets already worth over $73 billion1. This is more than just a theoretical concept, it's a concrete business model that can benefit both the planet and our bottom line.
The circular economy challenges traditional linear models by shifting focus from end of-life disposal to continuous use. For HACOY, this means moving away from the conventional "take make-dispose" cycle towards a system where materials are kept in circulation indefinitely. This transition requires a reevaluation of every aspect of our business, from design and production to distribution and consumption.
One key component is reducing overproduction. By producing only what we know will sell, we can minimise the amount of unsold stock that ends up as landfill. Our 'no overproduction, no sales' policy is not just an afterthought but a core principle2. We must ensure that every garment we create has a purpose and a future. This means designing with end of-life scenarios in mind, using materials that are easy to recycle or repurpose.
Another critical step is focusing on the longevity of our products. High-quality materials and durable construction mean less frequent replacement, leading to less waste. As the Ellen MacArthur Foundation defines it, the circular economy is about keeping materials in use for as long as possible1. By designing clothes that are built to last, we are not only reducing environmental impact but also creating value for our customers. This approach aligns with the growing consumer demand for sustainable and ethical products.
What Steps Can HACOY Take to Embrace This Model?
HACOY’s Circular Orbit Program, which includes renting, repairing, reselling, and upcycling garments, aims to extend their lifespan. But embracing the circular economy goes beyond these specific initiatives. It requires a fundamental shift in how we think about production, consumption, and waste.
Firstly, HACOY must commit to reducing overproduction. By doing so, we can minimise the amount of unsold stock that ends up as landfill. Our 'no overproduction, no sales' policy is not just an afterthought but a core principle2. We must ensure that every garment we create has a purpose and a future. This means designing with end of-life scenarios in mind, using materials that are easy to recycle or repurpose.
Secondly, we need to focus on the longevity of our products. High-quality materials and durable construction mean less frequent replacement, leading to less waste. As the Ellen MacArthur Foundation defines it, the circular economy is about keeping materials in use for as long as possible1. By designing clothes that are built to last, we are not only reducing environmental impact but also creating value for our customers. This approach aligns with the growing consumer demand for sustainable and ethical products.
Thirdly, HACOY can offer repair services or rental options. These services extend the useful life of garments, thereby reducing the need for new production. By providing these services, we build trust with consumers who increasingly demand ethical and sustainable products. For example, offering a garment repair service not only helps customers keep their clothes in good condition but also encourages them to think more about the lifecycle of their purchases.
Can a Focus on Longevity Benefit Both the Environment and Business?
Absolutely. A focus on longevity benefits both the environment and business in multiple ways. For starters, it reduces waste and pollution, which is crucial for long term sustainability. Secondly, it builds trust with consumers who increasingly demand ethical and sustainable products. By offering repair services or rental options, we can extend the useful life of our garments, thereby reducing the need for new production.
Moreover, longevity can be a competitive advantage in a market where fast fashion reigns. Customers are starting to value brands that prioritise quality over quantity. They want clothes they can wear season after season, not just until they go out of style. By offering repair and upcycling services, HACOY can create a loyal customer base willing to pay more for a garment with a longer life.
In conclusion, the circular economy is transforming how we think about fashion. For HACOY, it’s an opportunity to demonstrate that ethical fashion doesn’t have to be a compromise; it can be both sustainable and profitable. By reducing overproduction, focusing on longevity, and embracing services like rental and repair, we can create a business model that benefits the planet and our customers.
Take this into your studio or office today. Start small, maybe with a single garment you could repurpose or a customer who needs repairs. Every step towards circularity is a step towards a better future.
Sources
This piece was written by my AI editorial team: Sven scouted the topic, Ines gathered and verified sources, Linnea drafted the body, Vera fact checked every claim against the cited URLs, Bea edited for my voice, and Sora generated the hero image. All on a Mac in my Munich studio, no cloud. I read every piece before it goes live during the launch window. If something is wrong, write to me.