![](https://cdn.sidlee.com/-/media/sidlee/work/ellen-macarthur-foundation/emf_circulardesignforfashion_2021_img6.jpg?mw=1420&hash=714A5826CA48A42F0088E3B0FD49A842)
Circular Design for Fashion
The Ellen MacArthur Foundation
Today, 87% of the materials used to make clothes end up in landfills. Textile mills generate 1/5th of the world’s industrial water pollution. Less than 1% of textiles are recycled into new clothes.
Designers of all kinds share the responsibility to prioritize sustainability in our work, including fashion. As leading authorities on circular design practices, our partners The Ellen MacArthur Foundation have made it their mission to create a system where waste is eliminated, resources are circulated, and nature is regenerated.
In this pursuit, they commissioned us and renowned designers from around the globe to co-create Circular Design for Fashion: the ultimate guidebook for reimagining the fashion industry.
Designers of all kinds share the responsibility to prioritize sustainability in our work, including fashion. As leading authorities on circular design practices, our partners The Ellen MacArthur Foundation have made it their mission to create a system where waste is eliminated, resources are circulated, and nature is regenerated.
In this pursuit, they commissioned us and renowned designers from around the globe to co-create Circular Design for Fashion: the ultimate guidebook for reimagining the fashion industry.
Making art from solutions
EMF came to us with a text. A collaboration of more than 80 circular design practitioners; big brands, independent labels, fashion designers, fabricants, and resale specialists from all over the world. Our work was to integrate their solutions and collaborations into something beautiful and tactile.
The design of the book was inspired by sewing stitches, patterns and symbols related to the world of couture. Each section was designed to reflect a unique fashion collection. EMF’s brand colours each represent a facet of their project; from purple for fashion to yellow for design.
The design of the book was inspired by sewing stitches, patterns and symbols related to the world of couture. Each section was designed to reflect a unique fashion collection. EMF’s brand colours each represent a facet of their project; from purple for fashion to yellow for design.
![](https://cdn.sidlee.com/-/media/sidlee/work/ellen-macarthur-foundation/emf_circulardesignforfashion__2021_img1.jpg?mw=325&hash=407FDD4AD0AF098937EC0C0E06AF0B9E 325w, https://cdn.sidlee.com/-/media/sidlee/work/ellen-macarthur-foundation/emf_circulardesignforfashion__2021_img1.jpg?mw=400&hash=A0ED915EFE3B792E87B582C453B21BEF 400w, https://cdn.sidlee.com/-/media/sidlee/work/ellen-macarthur-foundation/emf_circulardesignforfashion__2021_img1.jpg?mw=500&hash=B696B2C165DC16CBFE6271C574AEF797 500w, https://cdn.sidlee.com/-/media/sidlee/work/ellen-macarthur-foundation/emf_circulardesignforfashion__2021_img1.jpg?mw=750&hash=6D9F215238D3D1026A09EFED7245E31A 750w, https://cdn.sidlee.com/-/media/sidlee/work/ellen-macarthur-foundation/emf_circulardesignforfashion__2021_img1.jpg?mw=1000&hash=0DDF70D511C2C88BEBD2628ED5DA67F5 1000w)
“We chose to deboss type on the cover in order to evoke a minimal footprint,” explains Marie-Elaine Benoit, Design Director. “We also opted for a smaller-sized book to ensure it could fit in a briefcase for travel. We wanted this to be something that designers could carry with them and reference—a Bible, of sorts.”
![](https://cdn.sidlee.com/-/media/sidlee/work/ellen-macarthur-foundation/emf_circulardesignforfashion__2021_img2.jpg?mw=325&hash=FB8070218643F065082351FFFEF36FEF 325w, https://cdn.sidlee.com/-/media/sidlee/work/ellen-macarthur-foundation/emf_circulardesignforfashion__2021_img2.jpg?mw=400&hash=F2BCF73D8B246922DD2C301AE2DFB7DD 400w, https://cdn.sidlee.com/-/media/sidlee/work/ellen-macarthur-foundation/emf_circulardesignforfashion__2021_img2.jpg?mw=500&hash=86951B0F42E538BD9726E8E9C8558BC9 500w, https://cdn.sidlee.com/-/media/sidlee/work/ellen-macarthur-foundation/emf_circulardesignforfashion__2021_img2.jpg?mw=750&hash=E0AF6BD6DF285EC3BB2E5D26FF5AA44E 750w, https://cdn.sidlee.com/-/media/sidlee/work/ellen-macarthur-foundation/emf_circulardesignforfashion__2021_img2.jpg?mw=1000&hash=BD467D66E75CD594741A89B7A2CEBE34 1000w)
The production of the book held true to its principles. By pairing with sustainable printing organization Seacourt, it was generated with 100% recycled materials, created no paper waste, utilized waterless printing technology, and was powered entirely by renewable energy.
![](https://cdn.sidlee.com/-/media/sidlee/work/ellen-macarthur-foundation/emf_circulardesignforfashion__2021_img3.jpg?mw=325&hash=32F7CF310F7ECFB30AC73422EA619BF7 325w, https://cdn.sidlee.com/-/media/sidlee/work/ellen-macarthur-foundation/emf_circulardesignforfashion__2021_img3.jpg?mw=400&hash=7C2C1896995BA4F33150FB92AE168061 400w, https://cdn.sidlee.com/-/media/sidlee/work/ellen-macarthur-foundation/emf_circulardesignforfashion__2021_img3.jpg?mw=500&hash=A8DE1A07AF3D8ED9934314968B6BE3F1 500w, https://cdn.sidlee.com/-/media/sidlee/work/ellen-macarthur-foundation/emf_circulardesignforfashion__2021_img3.jpg?mw=750&hash=E3DF1485C69703442A1109833031A0BA 750w, https://cdn.sidlee.com/-/media/sidlee/work/ellen-macarthur-foundation/emf_circulardesignforfashion__2021_img3.jpg?mw=1000&hash=80BCDA53DBFBC79AC612A455F034A6AF 1000w)
How it circulated
Circular Design for Fashion reached and inspired some of the most influential names in the fashion community. It’s been mentioned by Vogue, Dezeen, Orange Culture, Bethany Williams, Christopher Raeburn, Joe Ando, and more. The work was awarded a Bronze Lion from the Cannes Lions Festival in the Communication Design category, a Gold Pencil from The One Show in Editorial & Book Design, and a Wooden Pencil from the D&AD Awards in the Catalogs & Brochures.
The book is available to order from Bawn Textiles, Blackwells, Book Depository, and Wordery.