Leading brands and retailers are joining a major global project designed to explore how to make money without making new clothes, the Ellen MacArthur Foundation announced today (29 April 2025).
Household names including Crystal S.A.S, DECATHLON, eBay, John Lewis, and Tapestry, form the second cohort of participants in The Fashion ReModel, a multi-year project designed to embed circular business models into everyday operations.
Launched at 2024’s Global Fashion Summit, the Foundation-led project sets out to work with industry leaders to demonstrate how businesses can seize the economic opportunity of beginning to break the link between revenue and new garment production.
Today’s fashion industry is largely wasteful, with millions of tonnes of clothing being produced, worn, and thrown away annually – equivalent to a truckload of clothes being burnt or buried in landfill every second, globally.
The Foundation – an international circular economycircular economyA systems solution framework that tackles global challenges like climate change, biodiversity loss, waste, and pollution. It is based on three principles, driven by design: eliminate waste and pollution, circulate products and materials (at their highest value), and regenerate nature. charity – hopes the project will demonstrate that business-led action, alongside strong policy measures and better design choices, will lead to the growth of circular business models, which could rise to 23% of the global fashion market by 2030.
Jules Lennon, Fashion Lead at the Ellen MacArthur Foundation, said: “Brands and retailers joining The Fashion ReModel is a strong signal that industry leaders are ready to take the next step towards a new normal for the fashion industry, with circular business models at its heart.
“While practices including rental, repairrepairOperation by which a faulty or broken product or component is returned back to a usable state to fulfil its intended use., and resale are already firmly on the agenda of businesses across the globe, successfully implementing them has often proved challenging, resulting in them remaining at a small scale.
“Brands must now demonstrate that they can take the next step and embed these models into their core operations, driving change towards an industry where clothes are kept in use for longer and their lives are extended to many more people.”
Brands in the project range from across the fashion industry and aim to provide a blueprint for the sector by demonstrating the challenges and solutions in the path to embedding the circular economy in their businesses.
Logan Duran, Vice President of Sustainability at Tapestry, said: “At Tapestry, we recognise that the future of fashion lies in evolving the traditional link between growth and new resource consumption.
“Our participation in The Fashion ReModel represents a pivotal moment in our sustainability journey – one where innovation meets responsibility. By quantifying the climate impacts of circularity, we’re not just following industry trends; we’re helping to create the roadmap that others may follow.”
Maeva Lombardo, Sustainability Director at DECATHLON, said: “We are delighted to announce our participation in The Fashion ReModel. Joining this project offers a fantastic opportunity to accelerate our business model transformation towards essential circular solutions for the apparel industry.
“ReuseReuseThe repeated use of a product or component for its intended purpose without significant modification., second life, and repair are central to our sustainability commitment, making this a natural next step in building a more responsible future and it reflects our shared conviction that industry-wide collaboration is essential to transform our practices in service of the planet.”
The new cohort will join existing participants including Arc’teryx, H&M Group, and Primark. The Foundation also announced a group of industry experts from areas including finance, supply chains, technology, and marketing to support the project and advise on its future direction.
For further information about The Fashion ReModel project, please visit ellenmacarthurfoundation.org
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ABOUT THE ELLEN MACARTHUR FOUNDATION
The Ellen MacArthur Foundation is an international charity whose mission is to accelerate the transition to a circular economy in order to tackle some of the biggest challenges of our time, such as climate change, biodiversity loss, waste, and pollution.
Launched in 2010, we work with our network of private and public sector decision-makers, as well as academia, to build capacity, explore collaborative opportunities, and design and develop circular economy initiatives and solutions.
Increasingly based on renewable energyrenewable energyEnergy derived from resources that are not depleted on timescales relevant to the economy, i.e. not geological timescales., a circular economy is driven by design to eliminate waste, circulate products and materials at their highest value, and regenerate nature, to create resilience and prosperity for business, the environment, and people.
