WELCOME TO THE FULL CIRCLE UNIVERSE.

We are a zero-waste fashion company on a quest to make our industry circular, and re-define the relationship people have with their clothes. We create circular garments from old textile waste. They are made to last, and designed to be recycled.

When any of these circular items reach the end of their life, we take them back and turn them into new ones.

Why?

Because durable, well-made clothes are rare these days. Because fashion has a massive waste problem. Because our planet is suffering the consequences.

Because it’s fucking cool to care.

AW23 A NEW FOUNDATION.

As a debut collection, AW23 introduces our idea of circular fashion and the role it plays in re-defining the relationship that people have with their clothes.

Championing a ‘less-is-more’ philosophy, this collection brings a range of core basics which have been updated with durability, longevity, and recyclability in mind.

When any of these circular items reach the end of their life, we take them back and recycle them into new ones.

Again.
And again.
And again.

Buy less, but better.

At what point did brand names become more valuable than the craftsmanship that goes into making something? When did the importance of trendy design trump that of material quality?

And what the hell does this have to do with sustainability?

Given the fact that our society has become afflicted with bottomless over-consumption, these are all important questions to consider. Consumption, in itself, is not the problem. We need to consume in order to survive; water, food, clothes, shelter, health care, and the occasional beer or three. But at what point did we go beyond the point of consuming things to satisfy life’s essential needs, and were enchanted with the idea that more is better?

History would suggest that this point came when the industrial revolution took place. In the Global North, the standard of living increased steadily, giving people more and more disposable income. At this point capitalists threw a big, fancy party, invited some economists, and tried to come up with ways to get people to keep on spending their hard earned money (at least that’s how I like to imagine it went down). The result? Seasonal trends, aspirational advertising, and a never-ending pursuit of more. Boomers like to refer to it as ‘keeping up with the Joneses’. We might know it as ‘retail therapy’.

All that said, we do have a choice. We can decide to not buy the next iPhone, Supreme drop, or whatever it is Kanye wore at fashion week. Noone is forcing us, after all. We can, instead, decide to buy less, but better. To start investing in things, rather than consuming them.

Let’s run with this investment analogy for a minute. The fundamentals of smart investing are rooted in researching whatever it is you are buying. Doing your due diligence. What if we applied those same fundamentals to all the things we buy, not just stocks? Understanding the product, as well as the process and materials used to make it. Looking into the brand or person behind it all, and the values that drive them. Imagine how drastically this would change our relationship with the things we spend our money on.

Let’s put this into context. You could impulse-buy a cheap set of 6 mass-produced kitchen knives from a brand that you know nothing about. You end up only using 2 of them, and don’t think twice about throwing them in the bin when they’re not sharp anymore. Or you could start reading up on the art of making japanese kitchen knives. Go down a few YouTube rabbit holes and discover the effort and dedication it takes to master the skill of crafting a perfectly balanced chefs knife out of folded high-carbon steel. When you finally find a knife maker you like, you save up some money to buy a beautiful, handmade knife and a maintenance manual to go with it - because your new prized possession is worth taking care of. Preparing food with this tool becomes a more conscious ritual, and you discover a new found appreciation for cooking.

‘Why would I spend €250 on one knife if I can get 6 for €40?’

Yes, you can look at it that way. But isn’t it more logical to spend €250 on something that will last you 10+ years instead of €40 on something that you will have to replace on a yearly basis? Over the course of 10 years those cheap knives will cost you €400. Short term thinking will cost ‘ya.

But yes, cost always plays a big factor in the perceived value of something. And it should. If it’s expertly handcrafted using high quality materials then a higher price point is justified, no? I certainly think so, especially if it helps build a sentimental connection to whatever it is you’re buying. Yes, you will have only 1 knife instead of 6. But if you absolutely treasure it, and you are invested in taking care of it - keeping it sharp and making it last so that one day you can pass it on to your kids - then less is definitely more.

As far as sustainability is concerned, this whole idea of investing in fewer, yet higher quality things might sound basic. It’s no innovative technology or groundbreaking material that will solve climate change. It’s a matter of buying more consciously, and as a result, using the things we own for as long as possible. And although this might sound simple, if it prevents you from constantly having to buy new things then it is one of the most sustainable options out there.

So next time you think about buying something, ask yourself a few questions;

• Do I love this item?

• Am I buying it for the right reasons, or just because it’s a good deal?

• Will I use/wear it for the next 5+ years?

• Do I really need this?

Oh, and sleep on it. If the answers to the above questions is still ‘yes’ after a good night’s slumber then you might have just found your next investment.

SAVE THE DATE.

Hey there,

We hope you're well.

Please save the date for our Community Screening of Going Circular, a new documentary made by the producers of Oscar-Winning film My Octopus Teacher.

Thursday, June 9th. 19:00 - 22:30.

Screening. Music. Drinks. Good vibes.

Invite to follow.

Your friends from Full Circle, Lynk&Co, and Waterbear Network.

Today, 10th of October, is World Mental Health Day.

Life isn’t always easy. Especially during times like these. Climate change, societal pressure to succeed, post COVID-19 anxiety, global conflict, and a looming recession are weighing heavy on people’s minds. Ours included.

And it’s tough.

Sadly, expressing your feelings and talking about mental health in general is often still seen as a weakness. Something to be ashamed of. It’s not though. Quite the opposite. We should acknowledge it as strength. The strength to get better, to be happy.

Taking care of your mental health is so, so important.

So please don’t be afraid to ask for help.

Call or chat with @deluisterlijn anonymously, or call Depressielijn (088-5054334) if you’re struggling with depression. Find more information on getting professional help at @heyhetisoke and regelhulp.nl.

Or just reach out to someone close to you.

It’s okay to not be okay.

Happy World Mental Health Day.

Love,

Team Full Circle