Designing for circularity is not just a trend. It represents a fundamental shift in how we approach product development. As brands are expected to reduce waste and take more responsibility for the full product lifecycle, design becomes the starting point for lasting change. In this article, we look at how circular principles influence durability, material choices and user behavior. From fabric to fit and from resale to recycling, we explore how thoughtful design can help products stay in use for longer and support more circular outcomes.

Circularity begins in design

What does circularity really mean, and is it even possible to be fully circular? The truth is, there are more questions than answers when it comes to circularity. It's a complex and relatively new way of thinking. Historically, we’ve approached product development with a linear mindset: take, make, use, dispose. The product’s life was considered over once it left the hands of the user. Circular thinking challenges that approach. In a circular system, products aren't designed to become waste. Instead, they're created to stay in use through strategies like reuse, repair, resell and recycle. We’ll explore these approaches more later in the article.

Of course, closing the loop is not always easy. In many cases, it isn't even fully possible. But if we want to get closer to circularity, we have to start with the design.

Not all products on the market today, especially in the fashion industry, are built with circularity in mind. And not all have the same potential to stay in the loop. A range of factors come into play, such as durability, recyclability and repairability. These can all be translated into clear design principles that help ensure the product’s full lifespan is considered from the very beginning.

Lasting products, lasting value

Durability and longevity are terms we hear more and more in the fashion industry. But how do we actually design for them in practice? Is it even possible to make garments last longer, and what does that take? There are many factors to consider, but three of the most important are the fabric, the craftsmanship and the fit.

The choice of fabric plays a major role. The quality of the fibers, whether it's a mixed composition or a single material, directly affects how well the garment performs over time. Fabrics made with longer, stronger fibers tend to hold up better and maintain their look and feel for longer. Craftsmanship is just as essential. The way a garment is made determines how long it will stay functional and wearable. Everything from seam placement to stitch density and reinforcement in stress areas contributes to the final result. Even a great fabric won't last if the construction is weak. Fit also has a significant impact. A garment might look appealing when new, but if it loses shape after washing or feels awkward when worn, it is more likely to be left unused. When something fits well and continues to feel right over time, it becomes a piece that people keep, care for and come back to.

To make sure that fabric, construction and fit can truly stand the test of time, testing is essential. Understanding how a garment performs through washing, friction and wear gives you a clearer picture of its actual lifespan. It is a simple but powerful way to bring durability into focus early in the development process.

The many R’s

Reuse, recycle, resell, repurpose, repair, remanufacture, refurbish, redistribute. The list of R’s connected to circularity keeps growing, and it can be difficult to keep track of what each one means in practice. Do they overlap? And if you design to support one of them, does that automatically mean you support the others as well? Not necessarily, although there are often natural connections between them.

A single design choice can influence several outcomes. For instance, putting extra effort into material sourcing or opting for high-quality mono-fiber fabrics can have an impact on both durability and recyclability. These same qualities can also make a product more appealing in the secondhand market, which supports reselling. In this way, a thoughtful material decision can support more than one R at once.

However, it is important to be specific. Designing for reuse is not the same as designing for recyclability. Reuse focuses on keeping the product intact and in circulation for as long as possible. Recyclability, on the other hand, requires that the product can be broken down and transformed into something new. These are different goals that rely on different strategies. The goal is not to try to address every R with one product. Instead, consider where your product has the most potential to stay in use, and design with that in mind. A well-considered decision early in the process can support multiple circular outcomes without needing to compromise on quality or functionality.

Help users close the loop

You might be a brand that takes circularity seriously, with careful design choices, durable materials, and thoughtful product development. But even when all of that is in place, it might still not be enough to actually close the loop. Why? Because you are not in control of the full product lifecycle. Once a product leaves your hands, it enters the use phase and eventually the end-of-use phase. These happen with the user, and at that point, it can be difficult to know or influence what happens next. A product that was designed to be reused, repaired or recycled still depends on whether the user understands those possibilities and is willing to act on them.

This is where guidance makes a difference. Brands that want to support circularity in practice need to give users the tools and knowledge to participate. This can be done in many ways, starting with clear and extended care instructions that explain not only how to maintain the product but also what options exist when the user no longer needs it. That information should be available from the moment of purchase. It should be simple to understand and easy to act on. Examples might include working with resell platforms, partnering with local repair services, offering replacement components, or providing drop-off points for recycling. These efforts can encourage more responsible behavior and help users become part of the circular journey.

Initiatives like these also support upcoming regulations, such as the ESPR, which will likely require more transparency and access to end-of-use options through tools like the Digital Product Passport. The more clearly this information is communicated, the more likely it is that a product’s circular potential will actually be realized.

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