The opposite of wasteful “fast fashion” is circular clothing—garments that are built to last and be reborn as new products of similar quality. The North Face is pushing the trend forward with 20 new products announced in October that incorporate elements like single-fiber construction and trim that support easy disassembly and reuse. But before a fleece jacket can find new life, consumers have to send in old clothing. So the company also retooled its product take-back program, inviting customers to drop off items at stores and offering a $10 credit to loyalty program members for doing so. It’s all an effort “to minimize waste and promote cycle-ability,” says global brand president Nicole Otto.
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