Asos has announced the debut of its second circular design collection, which comprises more than 40 items made from recycled, renewable, or innovative materials and a trial collaboration with thrift retailer Thrift+.
The collection includes items for both men and women, such as denim jackets and jeans, shirts, dresses, and shoes. Many of the pieces are made from recycled denim, while others are crafted from innovative materials such as pineapple leather and recycled plastic bottles.
Asos is also testing a partnership with Thrift+, an online thrift store that sells secondhand clothing and donates proceeds to charity. As part of the partnership, Asos will sell a selection of Thrift+’s products on its website.
The collection is available now on Asos’s website. Prices start at £20 for a T-shirt and range up to £120 for a jacket.
The spring/summer 2022 circular design collection has 47 pieces and combines menswear, womenswear, and unisex apparel and accessories with brass jewelry manufactured from post-consumer waste. Each of them was created to appeal to its 20-something audience while also meeting Asos’ circular design criteria, which is based on the Ellen MacArthur Foundation’s guidelines. The collection includes organic-cotton denim jeans, a shirtdress made of recycled plastic bottles, and a unisex bomber jacket crafted from pineapple leather.
All of the collection’s goods are produced from safe and eco-friendly or renewable materials, such as Texloop RCOT, a 50 percent pre-consumer recycled cotton and 50 percent organic cotton mix, and Tencel Lenzing Refibra, which uses technology to convert cotton scraps into a cellulose pulp that is then combined with forest wood pulp to create a new fiber. Some of the other materials used include recycled nylon, recycled polyester, and organic linen.
Nick Eley, Asos’s head of design, said at the circularity roundtable that all of the items have also been created to be reused, including “unisex or revisable styles with more than one use,” as well as recyclable products such as those made from mono-materials that may be recycled in one.
“We also looked at how we could make our products last longer with improved quality and construction techniques,” he said.
Eley continued, “The collection is an important step on our journey to becoming a more circular business, but we know there is more work to be done. We will continue to push boundaries and innovate, testing and learning as we go, so that we can continue to make progress toward our ambition of being a force for good in fashion.”
Asos has been working to become more sustainable and reduce its environmental impact for several years. In 2019, the company launched a “green room” on its website, which is dedicated to selling products made from sustainable materials. The company has also been working to reduce its use of plastic packaging, and it recently announced that it had achieved its goal of using 100 percent recyclable or reusable packaging for all of its products.
Asos is also partnering with U.K.-based online thrift store Thrift+ on a trial basis. A portion of the proceeds from the sale of each item will be donated to one of three charities chosen by the customer: Act for Wildlife, Cool Earth, or Survival International.
“We’re always looking for new ways to extend the life of clothes and make it easy for our customers to shop sustainably,” an Asos spokesperson said in a statement. “Our partnership with Thrift+ is a trial, and we’re excited to see how our customers respond.”
The collection is available now on Asos’s website. Check out more sustainable items from similar brands here.