Brands Join The Fashion ReModel to scale circular business models

A new wave of fashion companies, including Tapestry (Coach, Kate Spade, Stuart Weitzman), Decathlon, Crystal S.A.S., and John Lewis, have joined The Fashion ReModel, a circular economy initiative by the Ellen MacArthur Foundation, aimed at reducing overproduction and waste in the industry.

Launched at the Global Fashion Summit, the multi-year project challenges brands to move beyond small-scale pilot programs and embed resale, repair, rental, and recycling into their core operations, offering a model for making profit without producing new clothing.

By joining the initiative, these brands commit to design and policy decisions that support the longevity of garments and the development of a circular economy, which the Foundation estimates could make up 23% of the global fashion market by 2030.

With growing urgency, as global textile waste equals a truckload of clothing burned or buried every second — The Fashion ReModel, backed by a $15 million donation from the H&M Foundation, offers tools and metrics to help brands scale up circular operations in a $73 billion rental and resale market.

“We’re not just following industry trends; we’re helping create the roadmap others may follow,” said Logan Duran, VP of Sustainability at Tapestry, underscoring a shared ambition to decouple growth from new resource consumption and lead fashion into a more regenerative future.