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#Wearnext and New York City Take Circularity By Storm

The apparel industry is uniting around circularity.

To keep more clothing from ending up in landfills, leading players in fashion are joining forces for the Make Fashion Circular #wearnext campaign, an effort to take waste and pollution starting in New York City.

Brands like ASOS, Athleta, Banana Republic, Gap, H&M, &Other Stories, Reformation, Zara and partners like Hallotex, Lenzing, I:CO and ThredUP will work with the City of New York, collectors, recyclers, resale companies and Make Fashion Circular to stop used clothing from being thrown away. The New York Department of Sanitation and the New York Economic Development Corporation are also supporting the campaign.

“As customers, we know where we buy our clothes and we know where we have worn them, but #wearnext is about the stage of that journey—‘where do our clothes go when we have finished with them?’ We believe that clothes should never be trash,” said François Souchet, lead of Make Fashion Circular, an initiative of the Ellen MacArthur Foundation, which is leading efforts to advance a more circular economy. “By bringing together these brands, along with the City of New York and recyclers, we have an opportunity to ensure New Yorkers can find a new life for their clothing.”

Read more at Carved in Blue.

This article is one of a series on Rivet from Lenzing’s Carved in Blue denim blog. From conversations with the experts behind the mills that make some of the world’s most-wanted denim to the global brands bringing novel denim made with TENCEL™ Lyocell and Modal branded fibers to the market, Carved in Blue shares the stories of those whose roots run deep with denim. Visit