In a world defined by climate urgency, resource scarcity, and shifting consumer expectations, business as usual is no longer an option. Traditional linear models—take, make, dispose—are failing both the planet and businesses themselves. Studies show that linear supply chains are increasingly fragile and vulnerable to disruption, from rising material costs to climate-related supply shocks. (World Economic Forum)

Yet, too often, businesses cling to outdated methods simply because “that’s how it’s always been done.” Here’s the reality: companies that continue down this path risk obsolescence.

The good news? There’s a better way: circularity, and there are plenty of opportunities within this space.

Economic Benefits of Circular Economy (Devera)

Circularity: Rethinking the Rules of Business

Circularity isn’t just recycling—it’s a fundamental shift in how we design, make, and use products. It’s about closing the loop, keeping resources in use for as long as possible, and regenerating natural systems rather than depleting them.

From my experience working with sustainable fashion brands and purpose-driven businesses, I’ve seen first-hand how this mindset transforms companies. One small brand I worked with pivoted from producing seasonal stock in bulk to a made-to-order circular model. Not only did this significantly reduce waste by, but it also strengthened their relationship with customers—people valued knowing their products were purposefully crafted just for them. Circularity, in practice, became a competitive advantage. The same applies for brands who offer mending services – it builds stronger relationships and trust with customers.

Globally, innovation in circularity is already disrupting industries.

For example:

1. Textile-to-Textile Recycled Fibers at Industrial Scale

Circ® & Selenis Partnership: In Europe, they’re scaling production of recycled polyester and lyocell derived from end-of-life textiles. Their collaboration with Zalando introduces the first collection using Circ Lyocell—garments made with 40% recycled textile waste.
Industry Intelligence Inc.

2. Standardizing Deadstock with Responsible Use

Foundstock Standard by Aloqia: This initiative creates guidelines for classifying deadstock (unsold, pre-consumer textiles stored for at least 90 days) and certifies materials based on traceability and resale transparency. This helps prevent greenwashing and supports regulatory compliance.
Vogue Business

3. Luxury Brand Circular Platforms

Chanel’s Nevold: A new B2B platform—meaning “never old”—designed to repurpose production waste and excess into high-quality materials. Built through partnerships like Atelier des Matières and Cambridge University, Nevold prioritises traceability and collaboration across sectors.
Marie Claire UK

4. AI-Powered Sorting & Recycling Pipelines

Advanced Textile Sorting: AI-driven systems like HKRITA’s and NewRetex‘s can now classify blended textiles with 90–96% accuracy through hyperspectral and NIR imaging. This precision supports higher-quality recycling at scale. Another newcomer into this space is Swedish textile wastemanagement company Cyclothe, with its revolutionary system that separates collected textiles into separate reuse, recycle and waste streams.

5. Bio-Based and AI-Enabled Design & Materials

• Plant-Based Leather & Textiles (MIRUM): Natural Fiber Welding transforms plant matter into durable, PVC-free, biodegradable materials that mimic leather without harmful chemicals.
  World Economic Forum+1
• Bio-Materials Growth: Innovations include algae-based textiles and mycelium (mushroom-derived) leather alternatives—biodegradable, low-impact, and scalable.
  devera.aipinktownusa.com

6. Digital Tools: AI tools now enable real-time environmental assessments and lifecycle modelling during product design, enhancing sustainability compliance from the earliest stages. An area that has seen a lot of new innovations and launches, such as Repass, is within Digital Product Passports (DPP) facilitation.

7. Evolving Circular Business Models

• Resale & Rental Platforms: ThredUP, Vestiaire Collective, HURR, By Rotation, Rent the Runway, and others are driving recommerce and fashion-as-a-service models to keep garments circulating longer. Gen Z shoppers are especially embracing these options.
• Made-to-Order & On-Demand Production: AI-driven customisation—like Unspun’s denim and Dressarte Paris’s luxury tailoring—reduces overproduction, waste, and inventory risk.
• Community-based production: Sanja Stories, a UK brand, launched its first collaboratively created and funded collection earlier this year. (Listen to podcast)

These examples highlight a key point: circularity is not just good for the planet—it’s good business.

How Circularity Creates Value

Circularity isn’t just a moral choice; it drives measurable value:

1. Financial resilience: Circular supply chains reduce reliance on scarce resources and are less vulnerable to price volatility.
2. Innovation and differentiation: Redesigning products for longevity, repairability, or reusability sparks creativity and opens new markets.
3. Consumer trust and loyalty: Today’s consumers—especially Gen Z and millennials—prefer brands that reflect their values. Purpose-driven businesses see higher engagement and retention.
4. Regulatory advantage: Governments are increasingly introducing sustainability regulations. Being circular-ready positions companies ahead of the curve.

In my work, I’ve seen businesses grow faster when they embed circularity into their strategy, as it helps guide their brand vision, action and story with more clarity. One example of such,shifted the brand from conventional wholesale to a hybrid model, offering made-to-order products for retail and B2B clients while sourcing surplus materials into capsule collections. This boosted revenue, reduced waste, and gave them a unique selling proposition in a competitive market.

Circularity as a Leadership Imperative

Circularity is not just a business model, it requires a shift in mindset. Leaders must move from reactive, short-term thinking to purpose-driven, long-term strategy.

It’s about asking bold questions:

• How can we design products that have multiple lives?
• How can we turn waste into opportunity?
• How can our business thrive while regenerating the systems it depends on?
• How can we do things differently, outside of the current eco-system?

These questions aren’t abstract—they shape decisions, culture, and innovation. Leaders who embrace circularity inspire their teams, attract aligned partners, and future-proof their businesses. The more clarity they have around these questions, the stronger and more consistent their business will be.

Taking Action

Circularity may seem complex, but every business can start small:

• Audit materials and resources to see what can be reused or recycled.
• Explore made-to-order or subscription models that reduce overproduction.
• Collaborate with partners to close loops across industries.
• Share your journey transparently—customers love to see progress, not just perfection.

As thought-leaders, innovators, and changemakers, it’s our responsibility to disrupt the norm, rethink business, and lead with purpose. Circularity isn’t just an option—it’s the path forward. Business as usual is no longer an option, not for the planet and also not for the sustainability of the business.

At The Disruptive Journal, we aim to be a space for bold ideas, honest conversations, and transformative change. Together, we can challenge business as usual and inspire the shift toward a regenerative, purposeful future. Get in touch if you have anything you’d like to share with us – hello@wedisruptagency.com.