We believe a circular economy model is the only option for the future of fashion. The current take-make-waste fashion system is a broken model that needs to change! Somewhere garments have been consciously designed with the ability to be recycled, meaning we can take them back and recycle them into new items, creating a waste free, landfill free fashion system.
What is a circular economy model?
A circular economy is based on the principles of designing out waste and pollution while keeping products in use for longer through reuse, repair and recycling, as part of a closed-loop system. Any waste should become food for another process such as compost; a regenerative resource for nature.
In determining how to make a more affordable product, it didn’t escape us that people may then perceive it to have less value. Despite being of equal quality to our main line, the cheaper something is, the less value people perceive it to have. And the less perceived value, the more people tend to buy and the easier they dispose. We are not in business to encourage mindless consumption or promote the fast fashion ‘take-make-waste’ mentality and the possibility of this mentality being adopted to our clothing, simply because of the price, was not something we were willing to accept.
We knew that if we were going to make an affordable line, we needed to rethink our entire business model. It was around this time that we first came across Ellen MacArthur and her circular economy model. This was a pivotal moment in the development of Somewhere and we knew then, that it had to be circular.