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Circular Thinking

08.09.2021 Blog
Circular Thinking

What is circular thinking?

A circular economy is an alternative to a traditional linear economy (make, use, dispose) in which we keep resources in use for as long as possible, extract the maximum value from them while in use, then recover and regenerate products and materials at the end of each service life.’ -WRAP

At iinouiio, circularity is the core of what we do. Although circular processes will and is facing challenges to implement wider in the UK, it is so important that we try our best to create a circular economy for wider sustainability.

It begins with education. A shift in perspective and behaviour is what is required to encourage curiosity, to make consumers want to learn and understand. As creatives and businesses, our roles are to encourage a narrative shift and inform what sustainable fashion and consumption is. As a university student, it wasn’t until I began my degree that I gathered a wider understanding of circularity. Therefore, students from younger years and learning other courses may still not fully understand its importance.

Not only do we need to build a better narrative between consumers and consumption, but build a conversation between humans and materials. To move forward, we need to understand and learn from the materials, to see them not just as resources for production. We want clothes to last but we need to acknowledge that some materials will naturally biodegrade. We can’t force materials to do something it isn’t supposed to do! When making/developing a product, it’s important to consider its end of life.

We have some exciting projects in development surrounding circularity and helping consumers gain a wider understanding of its importance that hopefully we will be able to share with you over the next year! Stay tuned!!


Recommended books/sources:

‘Wasted: when trash becomes treasure’- Katie Treggiden Wasted: When Trash Becomes Treasure (

‘Why materials matter: Responsible design for a better world’- Seetal Solanki Why Materials Matter: Responsible Design for a Better World (

WRAP and the circular economy | WRAP


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