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The fashion industry needs to shift to a circular model. For NA-KD, that means being smart about the materials and design we use in our products and packaging. And it means prolonging the lifetime of everything we make through innovative business models, like re-selling, upcycling and subscriptions – in close collaboration with our customers.
Industry challenges
It is no secret that the fashion industry has a huge environmental impact, especially in the production processes of supply chains. Impacts like: emissions, water usage, waste water, chemicals, raw material production, soil erosion and biodiversity impact.
According to reports, the average number of times a garment is worn has decreased by up to 36% in the past 15 years. From a global perspective, 80% of all discarded textiles go to landfill or incineration. Only 20% are actually reused or recycled. That means that every second, the equivalent of one garbage truck of textiles is landfilled or incinerated. This needs to change. And we believe that the fashion industry needs to become a circular industry.
To achieve this we have to work together - within the industry, with new innovators and partners, and with our customers.
Designing for circularity
We want to use all resources in the smartest way possible, with a focus on products and packaging.
  • By 2022, launch at least one collection designed for circularity.
  • By 2023, have 100% circular packaging, meaning made from recycled materials and reusable, recyclable or compostable.
  • By 2025, have 50% of product materials from recycled materials.
  • By 2025, reuse or recycle 100% of packaging materials from all our sites.
  • Materials strategy for increased product recyclability – develop and implement circular design principles.
  • Train internal staff on design for circularity.
  • Increase share of recycled and recyclable materials.
  • Initiatives for upcycling waste – launch collection of upcycled textiles.
  • Circular packaging strategy.
  • Explore tool to measure circularity.
  • Educate customers on circularity.
  • Reduce overstock by better predictions and innovative customer collaboration in product development.
NA-KD Circle – our approach to a circular fashion business
We want to prolong the life of our products through new business models and close customer collaboration.
  • Enabling our customers to prolong the life of five million garments by 2025 through circularity initiatives.
  • Saved tons of CO2e through circularity initiatives.
  • Launch of circular business model in 2021.
  • Encourage more circular consumer behaviour. Explore rental/subscription models.
  • Explore additional innovative business models.
  • Influencer campaigns for pre-loved / circularity.
Our value cycle
We need to think about circularity throughout our entire value cycle. At the design stage we need to think about how our products can have a long life, how we can maximise their value and how they can be recycled in the end. We need to work together with other businesses in the fashion industry to increase the share of recycled materials used in products. In addition to this, concepts such as reselling, recycling and upcycling need to be natural components of our business.
The NA-KD Circle
Now, we are launching a way for customers to extend the lifespan of their NA-KD products. NA-KD Circle is an integrated marketplace where customers can buy and sell their pre-loved items on Because the best thing we can do for the planet is to get more wear out of the clothing we already have.
Research* shows that doubling the number of times a garment is worn can reduce its climate footprint by up to 50%. Our ambition is that we will enable our customers to prolong the life of 5 million garments through circularity initiatives by 2025. Both NA-KD Circle, and through other initiatives.
Buy pre-loved
Reduce your climate footprint by shopping pre-loved items. You can find them here.
Sell your old faves
Be a climate hero and prolong the lifespan of the clothes you no longer wear. You can easily sell them here.
*Mistra Future Fashion & Ellen Macarthur Foundation
Towards a circular fashion industry
There are several ways to work towards circularity in the fashion industry. From the materials we use and how we design our products, to picking the right production methods, reusing and recycling materials, and embracing business models with the purpose of prolonging the lifespan of our garments.
Recycled fabrics and other more sustainable materials have a significantly lower environmental impact than conventional materials. Our goal is for 100% of NA-KD products to be made from more sustainable materials by 2025. You can read more here.
Design for circularity
We need to think about the lifetime of the product when designing garments. Especially how it can be recycled once it cannot be worn anymore. To this end, we are continuously working to improve our sustainable materials strategy.
Production methods
There are many ways to decrease the climate and environmental footprint in the supply chain. Read more about how we work with environmental issues in our supply chain, and some innovative production methods.
There are many factories that reuse or recycle scrap material. We use that leftover fabric to create limited edition collections or smaller items. Read more here.
New business model
The best thing we can do for the planet is to prolong the use of the things we already have. That is why we launched NA-KD Circle. It keeps garments in use longer by making it possible for our customers to sell and buy pre-loved items to each other in a really simple way.
Girl in denim shirt
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