ASOS PLC (LON:ASC) has launched its first ‘circular’ collection implementing practices to limit the environmental impact of the fashion industry.

The garments are designed to using patterns and technologies to minimise fabric and production waste, as over 35% of materials used in the design process end up in the bin, in long-lasting clothes, such as reversible shirts and unisex denim.

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The selected materials are durable and versatile that are both recycled and easy to recycle, avoiding polyester or nylon which are processed from petroleum and coal.

The capsule range, which includes 29 styles, also features existing items that have been upcycled – meaning they have been sewn together using leftover fabrics or vintage pieces or modified to adapt to current trends.

In fact, the AIM-listed giant said the collection follows the latest fashion to continue appealing to its younger customer base.

The launch is part of ASOS’s pledge to train all its designers on circular design by 2020 at the Copenhagen Fashion Summit 2018.

The circular economy is a systemic approach to economic development designed to benefit businesses, society and the environment by reusing existing resources rather than depleting the planet’s, according to the Ellen MacArthur Foundation.

It opposes to the ‘take-make-waste’ linear model traditionally implemented.

“What this collection shows is that you don’t need to make a choice between the circular economy and fashion, and that you can make sustainable products without compromising on design or on price,” said ASOS’s head of design Vanessa Spence.

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