The Jeans Redesign
The Jeans Redesign demonstrates how jeans can be designed and made for a circular economy.
The Foundation is excited to announce the launch of our new short film ‘How can we redesign the future of fashion?’ part of the ‘Fashion Redressed’ series, presented by Global Fashion Agenda and produced for us by BBC StoryWorks.
The film follows Jules Lennon, the Foundation’s Fashion Initiative Lead, as she explores how we can redesign the future of the fashion industry. Moving away from a take, make, waste, and instead, building an industry that designs products to be used more, made to be made again and made from safe and recycled or renewable inputs.
Together, through The , brands, mills and manufacturers from high street to luxury retailers have proven that circular design for fashion can become the norm. Jules meets with Primark, to discuss their participation in The Jeans Redesign - delving into how the brand used the project’s guidelines as a moment of acceleration to apply principles to other garments.
“The entire fashion industry needs to change. It doesn’t matter if you’re high street, luxury or somewhere in between, if you’re part of the problem today, you can and should be part of the solution.” Jules Lennon, Fashion Initiative Lead, Ellen MacArthur Foundation.
All businesses are encouraged to take additional and more ambitious steps to redesigning products. Then, we must not only redesign the products of the future, but also transform the systems that deliver them and keep them in use.
Primark’s story is just one illustration of what's possible and what's left to do. The path forward is clear - it’s time to step up the pace and scale of progress.
Explore more about a circular economy for fashion and watch the full film on our website here.